PENGARUH KUALITAS PRODUK, HARGA, LOKASI, PROMOSI DAN PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SEPATU SPECS (Studi Kasus di Toko Andra Sports Ambulu)

Abstract

ABSTRACTi
Shoes are divided into several types, distinguished by their use, one of which is soccer shoes.
Many locally produced soccer shoes have released shoes that are not inferior to soccer shoes
made by foreign countries and now local production is also favored by the Indonesian people.
Quoted from the survey scale in 2019, football became the first favorite sport with a percentage
of 47.6%, followed by badminton with a percentage of18.8% and the third is volleyball with a
percentage of 12.4%. This investigation is intended to examine and detail Product Quality,
Price, Location, Promotion, and Digital Marketing of Consumer Purchase Decisions on Shoe
Specifications. This kind of exploration uses definite quantitative inquiry. The population in this
investigation are the customers of Specs shoes at the Andra Sports Store. The sample was used
by more than 100 respondents. The examination tool uses a variety of direct recurrence checks.
The results show that Product Quality, Price, Location, Promotion and Digital Marketing
influence buyers' purchase choices on Shoe Specifications
Keywords: Product quality, price, location, promotion, digital marketing, and consumer
purchasing decisions