Determinant Of Purchase Decision, Study Case: PT. Unilever Indonesia

Abstract

The process of offering products to consumers has begun to develop along with the development of
technology. A proper marketing strategy is the main key to make a business performed well in accordance with
company expectation. Digital marketing has been widely used by entrepreneur in their business activities to improve
their company performance. Meanwhile product quality is one of consumers’ consideration in purchasing a
product. When consumers are interested to consume a certain product, they will most likely make a decision to
purchase it. This research aims to find out the influence of digital marketing and product quality on purchase
decisions using multiple linear regression analysis methods. The respondents are 100 consumers of Unilever products
in Bogor Regency with Cluster Random Sampling technique. By implementing a multiple linear regression
model, the study revealed that both digital marketing and product quality affects purchase decisions partially and
simultaneously