The Effect of Digital Marketing and Product Quality on Product Purchasing Decisions of Monica The Label

Abstract

This study aims to analyze the effect of digital marketing and product quality on purchasing decisions for Monica The Label products. The population in this study was all students majoring in accounting, management and development economics at the Faculty of Economics, and Business, Muhammadiyah Surakarta University class of 2019. While the sample in this study was students majoring in accounting, management and development economics at FEB Muhammadiyah Surakarta University class of 2019. The analysis techniques used in this study are: 1) Outer Model Analysis (Evaluation of Measurement Model), consists of: Validity Test, Reliability Test and Multicollinearity Test 2) Inner Model Analysis (Structural Model Evaluation), consists of: Coefficient of Determinant (R2), Goodness of Fit (GoF) and Path Coefficient (Direct Effect). The results of this study indicate that digital marketing and product quality have a positive and significant effect on purchasing decisions for Monica The Label products