PENGARUH DIGITAL MARKETING, ISLAMIC BRANDING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT DI PONDOK PESANTREN MUKHTAR SYAFA’AT PUTRI

The purpose of this study is to determine the influence of digital marketing (X1), Islamic branding (X2) and product quality (X3) on the purchase decision (Y) of Scarlett's products at the Mukhtar Syafa'at Putri Islamic Boarding School partially and simultaneously. The type of research in this study is quantitative research. The sampling technique uses probability sampling with proportionate stratified random sampling techniques. In sampling, researchers used the slovin formula and obtained sample results of 75 respondents from a population of 93 tr. The results of the study were positive and significant, digital marketing (X1), Islamic branding (X2), and product quality (X3) on the purchase decision (Y) of Scarlett's products at the Mukhtar Syafa'at Putri Islamic Boarding School partially and simultaneously. The conclusion from the results of the linear regression test analysis of the determination coefficient (R2) showed a result of 0.765. This shows that all independent variables of digital marketing (X1), Islamic branding (X2) and product quality (X3) have contributed together as much as 76.5% to purchasing decisions (Y) while the remaining 24.5% are influenced by other variables that are not studied.
Keywords: Digital Marketing, Islamic Branding, Product Quality, Purchasing Decision
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Tujuan penelitian ini adalah untuk mengetahui pengaruh digital marketing (X1), Islamic branding (X2) dan kualitas produk (X3) terhadap keputusan pembelian (Y) produk Scarlett di Pondok Pesantren Mukhtar Syafa'at Putri secara parsial dan bersamaan. Jenis penelitian dalam penelitian ini adalah penelitian kuantitatif. Teknik pengambilan sampel menggunakan probability sampling dengan teknik proportionate stratified random sampling. Dalam pengambilan sampel, peneliti menggunakan rumus slovin dan memperoleh hasil sampel sebanyak 75 responden dari populasi 93 tr. Hasil penelitian adalah positif dan signifikan, digital marketing (X1), Islamic branding (X2), dan kualitas produk (X3) atas keputusan pembelian (Y) produk Scarlett di Pondok Pesantren Mukhtar Syafa'at Putri secara parsial dan bersamaan. Kesimpulan dari hasil analisis uji regresi linier terhadap koefisien determinasi (R2) menunjukkan hasil sebesar 0,765 terhadap keputusan pembelian (Y) sedangkan 24,5% sisanya dipengaruhi oleh variabel lain yang tidak diteliti.
Kata Kunci: Digital Marketing, Islamic Branding, Kualitas Produk, Keputusan Pembelian