DAMPAK PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN BAKPIA PATHOK 104 MELALUI SHOPEE

The purpose of this study is to determine and analyze the influence of digital marketing on purchasing decisions, the influence of service quality on purchasing decisions and between digital marketing and service quality which has more influence on purchasing decisions. This type of research is explanatory research with a population of Bakpia Pathok 104 buyers through Shopee in Malang City and a sample size of 384 respondents. The data analysis technique uses multiple linear regression analysis. The results of the study indicate that digital marketing has an effect on purchasing decisions for Bakpia Pathok 104 on Shopee. Service quality has an effect on purchasing decisions for Bakpia Pathok 104 on Shopee and service quality has a greater effect on purchasing decisions for Bakpia Pathok 104 on Shopee compared to digital marketing.