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

Abstract

iShoes 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 shoesmade 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 percentageof 47.6%, followed by badminton with a percentage of18.8% and the third is volleyball with apercentage of 12.4%. This investigation is intended to examine and detail Product Quality,Price, Location, Promotion, and Digital Marketing of Consumer Purchase Decisions on ShoeSpecifications. This kind of exploration uses definite quantitative inquiry. The population in thisinvestigation are the customers of Specs shoes at the Andra Sports Store. The sample was usedby 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 Marketinginfluence buyers' purchase choices on Shoe SpecificationsKeywords: Product quality, price, location, promotion, digital marketing, and consumerpurchasing decisions