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Abstract

Objective: This study aims to analyze the influence of product quality, digital marketing, and price on purchasing decisions at the Budhi Ayu Silver SME in Gianyar Regency. Research Design & Methods: In this study, a quantitative approach with a survey method was used to collect data from 105 consumers who had purchased Budhi Ayu Silver products. The collected data were analyzed using multiple linear regression to test the influence of the third variable on purchasing decisions. Findings: The results of the analysis indicate that product quality, digital marketing, and price significantly influence consumer purchasing decisions. Implications & Recommendations: These findings emphasize the importance of improving product quality, digital marketing quality, and appropriate pricing to improve purchasing decisions and the competitiveness of the Budhi Ayu Silver SME.

Keywords

Product Quality Digital Marketing Price Purchasing Decision

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Copyright (c) 2025 I Kadek Angga Ferdiana, Ida Bagus Agung Dharmanegara, I.A. Cynthia Saisaria Mandasari

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Ferdiana, I. K. A., Dharmanegara, I. B. A., & Mandasari, I. C. S. (2025). The Effect of Product Quality, Digital Marketing, and Price On Purchase Decisions at Budhi Ayu Silver SME in Gianyar Regency. International Journal of Economic and Business Insight, 1(1), 1–5. Retrieved from https://journal.sciencelia.com/index.php/ijebsi/article/view/6
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