2026-11-09T21:58:59Zhttps://jurnal.yossoedarso.ac.id/oai

oai:peervie.com:article/01a1bfe0-3d66-75b4-853a-6b15e3b6b3d02026-11-09T10:35:06Zyej

Pengaruh Kualitas Produk dan Strategi Digital Marketing Terhadap Keputusan Pembelian Oleh Konsumen Pada Deliwafa Fashion Store di SurabayaRumpoko, HendroEko BudiyantoMaulana Adi Notoproduct qualitydigital marketingpurchasing decisionsThis research aims to analyze the influence of Product Quality and Digital Marketing on purchasing decisions for Deliwafa Fashion Surabaya products. This research uses a purposive sampling method. The sample used in this research was 96 respondents from consumers of Deliwafa Fashion Surabaya products. Data analysis in this research used the SPSS program. Data testing used includes validity tests by comparing calculated r and r tables, reliability tests using the Cochran formula, classical assumption tests with normality tests, multicollinearity tests, heteroscedity tests. Multiple linear regression analysis test is used to test and prove the research hypothesis. And test the hypothesis with the t test, coefficient of determination (R2). The results of this research show that, Product Quality and Digital Marketing, have a positive and significant effect on the decision to purchase Deliwafa Fashion Surabaya products. Results of this research provides the implication that, Product Quality and Digital Marketing, factors are things that need to be considered to improve consumer purchasing decisions to better achieve their goals.Fakultas Ekonomi Universitas Yos Soedarso2026-04-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfhttps://jurnal.yossoedarso.ac.id/j/yej/article/01a1bfe0-3d66-75b4-853a-6b15e3b6b3d0Yos Soedarso Economic Journal; Vol. 8 No. 1 (2026); 30-552684-9720enghttps://jurnal.yossoedarso.ac.id/j/yej/article/01a1bfe0-3d66-75b4-853a-6b15e3b6b3d0/pdfhttps://creativecommons.org/licenses/by/4.0/