PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE RATU GLOW DI MAKASSAR

Authors

  • M. Zakaria Yahya Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya
  • Hasbiyadi Hasbiyadi Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya
  • Ardiansyah Halim Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya
  • Khaeril Khaeril Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya
  • Muh. Yushar Mustafa Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya

Abstract

The purpose of this study was to determine the effect of digital marketing and the price on purchase decisions for Ratu Glow in Makassar. The population in this study was 87 respondents. The type of research used is quantitative. The data collection uses from Ratu Glow Makassar. For instrument testing using multiple linear regression analysis. The results of statistical testing of the results of the T (Partial) test of Digital Marketing has a positive and significant effect on Purchase Decisions and the Price has a positive and significant effect on Purchase Decisions. The result of the F (Simultan) test of Digital Marketing and the Price simultaneously or together has a positive effect on Purchase Decisions.

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Published

2024-08-31

Issue

Vol. 1 No. 1 (2024): Juli

Section

Articles