Pengaruh digital marketing dan kualitas produk terhadap minat beli konsumen pada platform GrabFood

(Studi Kasus pada Mahasiswa Program Studi Manajemen Universitas Linggabuana PGRI Sukabumi)

Abstract

This research was conducted to find out whether or not there is an effect of digital marketing and product quality on consumer buying interest. In this study, the author uses a quantitative research method. What is meant by quantitative research. In an effort to answer the problem in this study, multiple regression analysis was used. Digital Marketing has a positive and significant effect on Buying Interest as the results of the hypothesis test partially show that the tcal value of 6,454 < ttable for df (N-3) = 94 with a probability value of 0.05 is 1.66071. Product Quality affects Buying Interest as the results of the hypothesis test show a tcount value of 3,658 > from the table, where the ttable for df (N-3) = 94 with a probability value of 0.05 is 1.66071. Simultaneously, the variables of Digital Marketing and product quality have a significant effect on Buying Interest. This is as per the test criteria, where the Fcal > Ftabel and the Sig value < 0.05