THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT QUALITY ON SKINTIFIC PURCHASE DECISIONS AMONG FEMALE STUDENTS AT THE UNIVERSITY OF JAMBI

Abstract

This study examines the associations of digital marketing and perceived product quality with purchasing decisions for Skintific products among female students of the Faculty of Economics and Business, Universitas Jambi. A quantitative associative survey was conducted with 95 respondents selected through purposive sampling. Primary data were collected using a five-point Likert-scale questionnaire and analyzed using multiple linear regression, instrument tests, classical assumption diagnostics, partial t-tests, and an overall F-test. Digital marketing (B = 0.407; t = 3.490; p < .001) and product quality (B = 0.568; t = 6.111; p < .001) were each positively associated with purchasing decisions. The overall model was statistically significant (F = 169.37; p < .001). The reported coefficient of determination requires verification because the original manuscript provides inconsistent values (0.786 in its results table and 0.807 in its abstract and discussion). The findings indicate the relevance of both marketing communication and perceived quality within this sample, without establishing causality or generalizability beyond the study population.