THE INFLUENCE OF DIGITAL ADVERTISING AND SERVICE QUALITY ON HEALTH PRODUCT PURCHASE DECISIONS AT PT EMOS GLOBAL DIGITAL EAST JAKARTA

Kuswanto¹*, Jajuk Suprijati²

Abstract

This study aim to analyze and test influence digital advertising and quality service to decision purchase product Health at PT Emos Global Digital, East Jakarta. Background study This is existence intense competition in the industry product health, where the company sued for understand driving factors​ consumer in take decision purchasing. Digital advertising and quality service considered as two variables important things that can influence perception and behavior consumers.

Study This use approach quantitative with method survey. Primary data was collected through distributed questionnaires​ to Consumers of PT Emos Global Digital in East Jakarta. Research sample taken with technique purposive sampling . Data analysis was carried out with use analysis multiple linear regression to test hypothesis study.

Research result show that digital advertising and quality service in a way simultaneous and partial own significant influence​ to decision purchase product health. In general partial, digital advertising proven own influence positive and significant to decision purchase. Likewise, the quality the service also shows influence positive and significant to decision purchase. Findings This indicates that the more effective Digital ads are being run and increasingly better quality services provided, then​ the higher decision​ consumer to buy product health.

This study give implications practical for management of PT Emos Global Digital for improve digital advertising strategies more creative and relevant, and maintain and improve quality service to build loyalty customers and increase sales volume.