The Influence of Sharia Marketing Strategies, Product Quality, and Digital Promotion on Purchase Decisions for Wardah Sunscreen Products
A Case Study of Gen Z in Yogyakarta
DOI:
https://doi.org/10.32832/jm-uika.v17i3.22899Keywords:
strategi pemasaran syariah, kualitas produk, promosi digital, keputusan pembelian, sunscreen wardahAbstract
This study focuses on how sharia marketing strategies, product quality, and digital promotion influence the purchase of Wardah sunscreen products, especially among the Gen-Z population in Yogyakarta. This study uses quantitative methods in addition to an associative approach involving 200 participants. The tools used in this study have undergone validity and reliability testing, as well as classical assumption assessment, including normality, multicollinearity, and heteroscedasticity tests.Furthermor, the data were examined using multiple linear regression correlation coefficients, specifically the T-test, F-test, and coefficient of determination test. The results of the study indicate that sharia marketing strategies do not have a significant impact on purchasing decisions, while product quality and digital promotion positively and significantly influence purchasing decisions. This study shows that product quality and Wardah's digital promotion efforts are more effective in influencing purchasing choices than sharia marketing strategies.
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