Peran Kualitas Produk, Harga, Dan Digital Marketing Dalam Meningkatkan Minat Beli
DOI:
https://doi.org/10.32534/jv.v20i2.7302Keywords:
Product Quality, Price, Digital Marketing, Purchase Intention, MSMEAbstract
In facing the growing competition among MSMEs in West Java, companies must adopt appropriate strategies to maintain their position, especially in the convection industry which is experiencing instability due to declining product sales. This study aims to examine the influence of product quality, price, and digital marketing on consumer purchase intention at Glam Stitch Convection. A quantitative approach with a descriptive method was used in this research. The sampling technique applied was probability sampling with simple random sampling, involving 95 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 29. The results show that product quality, price, and digital marketing each have a positive influence on purchase intention, both individually and collectively. Higher product quality increases the likelihood of consumer interest, while a price that aligns with consumer perception and purchasing power also encourages buying decisions. Likewise, effective implementation of digital marketing strategies enhances product visibility and consumer engagement. These findings suggest that convection companies, particularly Glam Stitch, can improve their competitiveness and stabilize sales by strengthening product quality, setting appropriate prices, and utilizing digital marketing strategies. The study offers insights for MSME actors in formulating effective marketing strategies in the increasingly dynamic digital business environment.
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