THE INFLUENCE OF DIGITAL MARKETING, PRODUCT QUALITY, AND PRICE ON PURCHASE DECISIONS AT ARJUNA COFFEE BY PERLABIAN

SITI RAHMA, NPM 2201100168 (2026) THE INFLUENCE OF DIGITAL MARKETING, PRODUCT QUALITY, AND PRICE ON PURCHASE DECISIONS AT ARJUNA COFFEE BY PERLABIAN. Tugas_Akhir(Artikel) Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9 (2). pp. 16756-16768. ISSN 2621-606X(e-ISSN)

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Abstract

This study aims to determine the influence of digital marketing, product quality, and price on purchase decisions at Arjuna Cafe Perlabian Labuhanbatu Selatan. This study uses a quantitative approach with a survey method. The population in this study is all Arjuna Cafe consumers, with sampling techniques using accidental sampling methods. Data was collected through questionnaire deployment and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results of the study show that partially digital marketing has a positive and significant effect on purchasing decisions. Product quality also has a positive and significant effect on purchase decisions. In addition, prices have a positive and significant effect on purchasing decisions. Simultaneously, digital marketing, product quality, and price have a significant effect on purchasing decisions at Arjuna Cafe Perlabian Labuhanbatu Selatan. These findings indicate that improving digital marketing strategies, consistency of product quality, and pricing that matches consumer purchasing power can improve purchasing decisions. Therefore, Arjuna Cafe's management needs to optimize these three factors to increase competitiveness and sales volume. Keywords: Digital Marketing, Product Quality, Price, Purchase Decision

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, Product Quality, Price, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	31 Aug 2026 02:59
Last Modified:	31 Aug 2026 02:59
URI:	http://repository.ulb.ac.id/id/eprint/2691

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