Pengaruh Digital Marketing dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Studio Warnails di Karawang

Abstract

The research conducted at Studio Warnails aimed to determine the impact of digital marketing and service quality on purchasing decisions for products and services. A quantitative method was chosen for this study. Non-probability sampling was conducted through purposive sampling approach. The population in this study consisted of consumers who had purchased products or services from Studio Warnails and followed the Instagram account @warnails.id, with a sample size of 168 participants. Data processing was carried out using SPSS ver.27. The findings of the research indicate that digital marketing and service quality have a positive and significant impact, both partially and simultaneously, on purchasing decisions at Studio Warnails.