DIGITAL MARKETING, PRICE, AND PRODUCT QUALITY AS FACTORS IN FASHION PURCHASE DECISIONS AT RUMAH OUTFIT KEMBANGBAHU IN LAMONGAN

Authors

  • Afifafatussa’adah Afifafatussa’adah Universitas Islam Lamongan
  • Lilik Nurcholidah Univesitas Islam Lamongan
  • Ratna Handayati
  • Akhlis Priya Pambudy

Keywords:

Digital Marketing, Price, Product Quality, Purchase Decisions, Homewear

Abstract

Advances in information technology have driven changes in consumer behaviour when purchasing fashion products via digital media. This study aims to analyse the influence of digital marketing, price and product quality on fashion purchasing decisions at Rumah Outfit Kembangbahu in Lamongan Aquantitative approach was adopted, using purposive sampling to survey 250 respondents. Data were collected via a Likert-scale questionnaire and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS) with the aid of SmartPLS 4.0. The results indicate that digital marketing has a positive but non-significant effect on purchasing decisions. Conversely, price and product quality have a positive and significant influence on purchasing decisions. The product quality variable is the most dominant factor influencing purchasing decisions. An R-squared value of 0.462 indicates that the model explains 46.2 per cent of the variation in consumers’ purchasing decisions.

Author Biographies

Lilik Nurcholidah , Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Ratna Handayati

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

 

Akhlis Priya Pambudy

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

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Published

2026-09-20

How to Cite

Afifafatussa’adah, A., Nurcholidah , L., Handayati, R., & Priya Pambudy, A. (2026). DIGITAL MARKETING, PRICE, AND PRODUCT QUALITY AS FACTORS IN FASHION PURCHASE DECISIONS AT RUMAH OUTFIT KEMBANGBAHU IN LAMONGAN . JEKMA (Jurnal Ekonomi Mahasiswa), 4(1), 40–49. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2854

Issue

Vol. 4 No. 1 (2026): Jurnal Ekonomi Mahasiswa (JEKMA)

Section

Artikel

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Copyright (c) 2026 Afifafatussa’adah Afifafatussa’adah, Lilik Nurcholidah , Ratna Handayati, Akhlis Priya Pambudy

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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