Pengaruh Promosi Digital Dan Kualitas Produk Terhadap Keputusan Pembelian Pada UMKM Batik Panji Kabupaten Kediri

Wanda, Salsabella Putri (2026) Pengaruh Promosi Digital Dan Kualitas Produk Terhadap Keputusan Pembelian Pada UMKM Batik Panji Kabupaten Kediri. Skripsi thesis, Universitas Kadiri.

[img] Text
01.Cover.pdf
Download (224kB)
[img] Text
02.abstrak.pdf
Download (297kB)
[img] Text
03.bab 1.pdf
Restricted to Repository staff only
Download (379kB)
[img] Text
04.daftar pustaka.pdf
Download (268kB)

Abstract

This study aims to determine the influence of digital promotion and product quality on purchasing decisions at Batik Panji MSMEs in Kediri Regency. This study uses a quantitative approach with a causal research type. The population in this study is all consumers of Batik Panji MSMEs in Kediri Regency. The sampling technique uses purposive sampling with a sample size of 96 respondents. Data collection was carried out through the distribution of questionnaires to consumers who have ever purchased Batik Panji products. The data analysis techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, f-test, and coefficient of determination with the assistance of IBM SPSS Statistics 23 software. The results of the study indicate that digital promotion has a positive and significant effect on purchasing decisions at Batik Panji MSMEs in Kediri Regency. Product quality also has a positive and significant effect on purchasing decisions. Moreover, digital promotion and product quality simultaneously have a significant effect on consumers' purchasing decisions. These findings indicate that the better the digital promotion strategy implemented and the higher the quality of the products provided, the more consumers' purchasing decisions for Batik Panji products will increase. Keywords: Digital Promotion, Product Quality, and Purchasing Decisions

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User: Unnamed user with email rio.mahardiko@gmail.com
Date Deposited: 17 Oct 2026 04:39
Last Modified: 17 Oct 2026 04:39
URI: http://repository.unik-kediri.ac.id/id/eprint/1258

Actions (login required)

View Item View Item
Unik Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.