Pengaruh Atribut Produk dan Digital Marketing terhadap Keputusan Pembelian pada Produk Somethinc di Surabaya (The Influence of Product Attributes and Digital Marketing on Purchase Decisions for SomeThinc Products in Surabaya)

Nur'am, Alfiani Mauluda (2022) Pengaruh Atribut Produk dan Digital Marketing terhadap Keputusan Pembelian pada Produk Somethinc di Surabaya (The Influence of Product Attributes and Digital Marketing on Purchase Decisions for SomeThinc Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Due to the Covid-19 pandemic, the use of skincare products has increased. The impact is that more and more skincare products are sold in the community. Thatway, inevitably a product can survive with the best product attributes and theeaseofachieving a product. This study tries to determine the ef ect of Product Attributesand Digital Marketing on Purchase Decisions for Somethinc Products inSurabaya. This study uses quantitative methods of associative research. And use theLinkertscale as a measurement. The sampling technique uses non-probability sampling. Thesample studied in this study amounted to 96. Based on the results of the coef icientof determination test, the R-Square value was 60.1%, meaning that the abilityofproduct attributes (X1) and digital marketing (X2) in explaining the purchasedecision variable (Y) was 60.1 % and the remaining 39.9%is influencedbyothervariables. Meanwhile, from the results of the t-test, it is known that there is anef ectof product attributes on purchasing decisions where tcount is 3,733, whiledigitalmarketing also af ects purchasing decisions on Somethinc products where tcount is4,957. From the F test, Fcount 70,170 with sig 0.000 <0.05, shows H0 is rejectedand Ha is accepted, meaning that product attributes (X1) and digital marketing(X2)have a simultaneous ef ect on purchasing decisions. Key words: Product Attributes, Digital Marketing, Purchase Decisions

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