Pengaruh Digital Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Mie ABC di Kelurahan Lagoa, Jakarta Utara
DOI:
https://doi.org/10.63822/g75mk609Keywords:
Digital Marketing, Product Quality, Purchase Decisions, ABC NoodlesAbstract
Increasingly fierce competition in the instant food industry is driving companies to implement effective digital Marketing strategies and maintain product quality in order to boost consumer purchasing decisions. This study aims to analyze the influence of digital Marketing and product quality on the purchase decision of ABC Noodles in Lagoa Subdistrict, North Jakarta. This study draws on theories of digital Marketing, product quality, and purchase decision-making. The method used is quantitative research with a sample of 100 respondents selected through purposive sampling. Data were collected through observation and questionnaires, then analyzed using IBM SPSS Statistics 24 via validity and reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that digital Marketing has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.635 and a significance level of 0.000. Product quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.381 and a significance level of 0.000. Simultaneously, digital Marketing and product quality have a significant effect on purchasing decisions, with a calculated F-value of 734.339 and a significance level of 0.000. The coefficient of determination is
References
Aguspriyani, Y., & Polindi, M. (2023). Pengaruh strategi digital marketing terhadap keputusan pembelian produk asuransi pada generasi milenial. Jurnal Ekonomi dan Bisnis,VIII(I), 35–48.
Ang, J. A. A., Tawas, H. N., Sumarauw, J. S. B., Tawas, H. N., Ang, J. A. A., Tawas,
H. N., & Sumarauw, J. S. B. (2025). Pengaruh digital marketing dan keunggulan bersaing terhadap keputusan pembelian melalui kepuasan konsumen sebagai variabel intervening pada Jaya Bersama Print, Fotocopy and Stationery Kecamatan Tondano Selatan.13(3), 55–65 https://eprints.ulbi.ac.id/2461/1/BookChapter_Digital_Marketing.pdf
Anissafaroh, D., & Gresik, U. M. (2025). Jurnal manajemen. 15(2), 1–10.
Bahri, S., Rachma, N., & Sholehuddin, S. (2024). Pengaruh Digital Marketing, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Produk Hey Jack Original Coffee Kelurahan Merjosari Kecamatan Lowokwaru Kota Malang. 13(01), 1148–1155.
Erwin, & Ardyan, E. (2023). Digital Marketing (Penerapan Digital Marketing Pada Era Society 5.0. SONPEDIA.
Farhan, M., & Pratiwi, N. (2024). Pengaruh Digital Marketing dan Kualitas Produk pada Keputusan Pembelian Melalui Brand Awareness. (3).
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Yoga Pratama.
Hakim, L., & Lutfiana, Y. (2026). Metodologi penelitian kualitatif Suatu Pengantar Praktis. Basya Media Utama. https://www.google.co.id/books/edition/METODOLOGI_PEN ELITIAN_KUA LITATIF_Suatu_P/DTDTEQAAQ BAJ?hl=id&gbpv=0
Harjadi, D., & Arraniri, I. (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan Pelanggan Generasi Milenial. Insania.
Indriani, D. (2024). Manajemen Pemasaran (Hukum Pemasaran dalam System Digitalisasi).
Khoziyah Siti, L. E. E. (2021). Pengaruh digital marketing terhadap keputusan pembelian followers online shop Instagram @KPOPCONNECTION. International Journal of Academic Research in Accounting, Finance and Management Sciences 10(2): 87–99., 10(1), 39–50.
Kotler, P. (2021). Marketing 5.0. Wiley.
https://books.google.co.id/books?id=S9YPEAAAQBAJ&sitesec=buy&hl=id&s ource=gbs_buy_r
Kotler, P., & Amstrong, G. (2021). Principles of Marketing. Pearson Education. https://commecsinstitute.edu.pk/wp-content/uploads/2024/08/Kotler-and-Armstrong-Principles-of-Marketing.pdf
Lubis, A. (2023). Pengaruh kualitas produk terhadap kepuasan konsumen pada produk smartphone Oppo di Batam (Studi kasus pada Mal Nagoya Batam).3(1), 14–32.
Novita, S., & Wirawan, D. (2022). Pengaruh Digital Marketing dan Kualitas Produk terhadap Keputusan Pembelian ( Studi Kasus : UMKM Rokupang Cabang Karawang ). 4(1), 77–83.
Pahmi. (2024). Kualitas Produk dan Harga Mempengaruhi Minat Beli Masyarakat. PT NAS Media Indonesia.
Putra, A. (2024). Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah. 6(8), 6245–6258. https://doi.org/10.47467/alkharaj.v6i8.2745
Putri, P. M., & Marlien, R. . (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36.
https://doi.org/10.36778/jesya.v5i1.510
Sahir. (2021). Metodologi Penelitian. KBM Indonesia.
Sahrun, & Qomariyah, E. (2022). Pengukuran Tingkat Kepuasan Pelanggan. CV. Penerbit Qiara Media.
Sari, D. K., & Zahara, Z. (2025). Peran digital marketing dalam mendorong keputusan pembelian melalui word of mouth.14(3), 792–813.
Sari, W., & Avriyanti, S. (2023). Pengaruh kualitas produk terhadap keputusan pembelian produk T-Shirt brand Cressida di I'm Fashion Store Kabupaten Tabalong. 6, 1280–1291.
Soter, N., & Pardede, E. (2022). Pemasaran Digital. Penerbit Widina. https://www.google.co.id/books/edition/PEMASARAN_DIGITAL/o8CAEAAAQBAJ?hl=id&gbpv=1
Sugiyono. (2022). Metode Penelitian Kualitatif. Alfabeta.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta. https://www.scribd.com/document/691644831/Metode-Penelitian-2022-SUGIYONO
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D.
Syahputra, H., Thomas, S., & Goh, S. (2022). Pengaruh komunikasi pemasaran dan produk terhadap keputusan pembelian di PT Furnilux Indonesia. 8(1).
Syaifuddin. (2024). Pengaruh Kualitas Produk terhadap Keputusan Pembelian pada PT. Elco Indonesia Sejahtera. 6, 240–245. https://doi.org/10.37034/infeb.v6i1.856
Widodo, A., & Yusiana, R. (2023). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Dengan Usia Sebagai Moderator. 11(1), 1041–1050.
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. PT. Kimshafi Alung Cipta.
Wulansari, R. (2025). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Pada PT . Outletz Worldwide Indonesia. 5(2), 961–972.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Riska Zaeni Putri, Al Ghazali Al Ghazali (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
