The Influence of Digital Promotion, Product Quality and Price on the Decision to Buy Local Products for Men's Clothing Wavesstore.Idr in Bandung
DOI:
https://doi.org/10.31851/jmwe.v23i1.21429Keywords:
Digital Promotion, Product Quality, Price, Purchase Decision.Abstract
This study aims to analyze the effect of digital promotion, product quality, and price on the purchase decisions of local men’s clothing products from Wavesstore.idr in Bandung. The study uses a quantitative approach with non-probability purposive sampling, involving 200 active Wavesstore.idr consumers as respondents. Data analysis was conducted using t-tests, F-tests, and multiple linear regression. The t-test results indicate that digital promotion and price have a positive and significant effect, while product quality does not have a significant effect on purchase decisions. Meanwhile, the F-test results show that all three variables simultaneously have a significant effect on the purchase decisions of Wavesstore.idr consumers.
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