Pengaruh Atribut Produk dan Digital Marketing terhadap Keputusan Pembelian pada Produk Somethinc di Surabaya

Abstract

Due to the Covid-19 pandemic, the use of skincare products has increased. The
impact is that more and more skincare products are sold in the community. That way,
inevitably a product can survive with the best product attributes and the ease of achieving a
product. This study tries to determine the effect of Product Attributes and Digital Marketing
on Purchase Decisions for Somethinc Products in Surabaya. This study uses quantitative
methods of associative research. And use the Linkert scale as a measurement. The sampling
technique uses non-probability sampling. The sample studied in this study amounted to 96.
Based on the results of the coefficient of determination test, the R-Square value was 60.1%,
meaning that the ability of product attributes (X1) and digital marketing (X2) in explaining
the purchase decision variable (Y) was 60.1 % and the remaining 39.9% is influenced by
other variables. Meanwhile, from the results of the t-test, it is known that there is an effect of
product attributes on purchasing decisions where tcount is 3,733, while digital marketing
also affects purchasing decisions on Somethinc products where tcount is 4,957. From the F
test, Fcount 70,170 with sig 0.000 <0.05, shows H0 is rejected and Ha is accepted, meaning
that product attributes (X1) and digital marketing (X2) have a simultaneous effect on
purchasing decisions.