PENGARUH DIGITAL MARKETING, KELENGKAPAN PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM SAMPOERNA RETAIL COMMUNITY DI KOTA MADIUN

Abstract

The aim of the research is to provide empirical evidence that digital marketing, product completeness and service quality can influence purchasing decisions for SRC MSME consumers. This research was conducted on consumers who buy goods at SRC stores in Madiun City. With a total sample of 384 consumers. The research method used in this research is a quantitative method using the help of the 2020 version of the SPSS program. The results of this study are that digital marketing has a significant positive effect on purchasing decisions at the UMKM Sampoerna Retail Community. Product completeness has a significant positive effect on purchasing decisions at the UMKM Sampoerna Retail Community. Service quality has a significant positive effect on purchasing decisions at the UMKM Sampoerna Retail Community.

Keywords: Madiun City SRC, Digital Marketing, Completeness of Products, Service Quality, Purchasing Decisions