Analisis pemasaran online, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian di tengah pandemi Covid-19

This study aims to analyze the conditions of consumer opinion on the independent variables, namely online marketing, product quality and service quality which has a dominant influence on purchasing decisions at Dinda Hayu Batik UMKM. This study took a sample of 60 respondents. The data analysis techniques used in this study were validity and reliability tests, classical assumption tests, multiple linear regression tests and hypothesis testing. From the results of the t test that online marketing t count 4.227> 2.003 and product quality t count 4.196> 2.003 t table and both have a significance value <0.05. So online marketing and product quality partially have a positive effect on consumer decisions. While the service quality t count -0.824 <2.003 t table has a significance value <0.05. So, service quality partially has a negative effect on consumer decisions. From the results of the f test shows that the variables online marketing, product quality and service quality simultaneously affect consumer purchasing decisions with the results of f count 8.896> 2.769 f table with a significance value of 0.000 < 0.05.Keywords: Marketing online, purchase decision, product quality, service quality