The Influence of Digital Marketing and Service Quality on Purchasing Decisions for Tembe Nggoli in Wera District

Juwani; Nur Khusnul Hamidah

doi:10.63922/ijebir.v5i04.4261

Juwani STIE BIMA
Nur Khusnul Hamidah STIE BIMA

DOI: https://doi.org/10.63922/ijebir.v5i04.4261

Keywords: Digital Marketing, Service Quality, Purchase Decision, Tembe Nggoli.

Abstract

This study aims to determine the effect of digital marketing and service quality on purchasing decisions for Tembe Nggoli products in Wera District. The research uses a quantitative approach with data collected through questionnaires distributed to consumers. The data were analyzed using multiple linear regression analysis. The results show that digital marketing and service quality have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that effective digital marketing strategies and high-quality services can increase consumer interest and encourage purchasing decisions for Tembe Nggoli products in Wera District.

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