The Influence of Product Quality and Digital Marketing on Purchase Decisions at Shoe Store Bata Ciledug Branch

Abstract

This study aims to examine the effects of product quality and digital marketing on purchase decisions at Bata Shoe Store, CBD Ciledug Branch, both partially and simultaneously. This research employed a quantitative method with an associative approach. The population consisted of 122 consumers who made purchases at the store during December 2025. Using the Slovin formula, a sample of 55 respondents was selected. Data were collected through Likert-scale questionnaires, observations, and interviews, and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, correlation analysis, coefficient of determination, t-tests, and F-tests. The results show that product quality significantly affects purchase decisions (t = 3.882, p < 0.001), while digital marketing also has a significant effect (t = 4.607, p < 0.001). Simultaneously, product quality and digital marketing significantly explain purchase decisions (F = 71.719, p < 0.001), with an R² of 0.734, indicating that the two variables explain 73.4% of the variation in purchase decisions. These findings suggest that purchase decisions in the studied footwear retail outlet are shaped by both the value consumers perceive in product quality and their engagement with the store’s digital marketing activities. Therefore, maintaining product quality while strengthening digital marketing can support consumer purchase decisions at Bata Shoe Store, CBD Ciledug Branch.