The Influence of Digital Marketing and Product Quality on the Purchase Decision of Hni Herbal Medicine Products in Ampana City
DOI:
https://doi.org/10.59890/j47xsm47Keywords:
Digital Marketing, Product Quality, Purchasing Decisions, Hni Herbal Products, Ampana CityAbstract
The purpose of this study is to examine how product quality and digital marketing affect Ampana City residents' decisions to buy HNI herbal goods. The background of the research is driven by increasing public awareness of health and preferences for natural remedies. Descriptive quantitative research methodology was employed, with 72 respondents who are stockholders of HNI Ibu Asmita. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that digital marketing significantly affects purchasing decisions, with a significance value of 0.000. Product quality also has a significant impact with the same value. Simultaneously, both variables significantly influence purchasing decisions, with an R² value of 0.690, indicating that 69% of the variation in purchasing decisions can be explained by digital marketing and product quality.These findings underscore the importance of effective digital marketing strategies to enhance consumer trust. The researcher recommends that companies pay more attention to product quality and clear information in marketing campaigns. This research is expected to provide insights for companies and future researchers regarding the factors influencing purchasing decisions for herbal products
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