The Influence of Digital Marketing, Product Quality and Product Knowledge On Purchase Intention In Local Npure Skincare

Abstract

This research was conducted based on a phenomenon that occurs in society, namely the trust of
women in Bali to switch to using the local skincare brand Npure. The local Npure brand develops
its digital marketing in terms of attracting consumer buying interest. This study aims to
determine the effect of Digital Marketing, Product Quality and Product Knowledge on purchase
interest in NpureLocal Skincare in Denpasar City. This study uses a quantitative descriptive
method using the SPSS Statistics 27 program. The sampling procedure used is a non-probability
sampling technique, namely purposive sampling, which is a sample selection technique based on
criteria. The sample used was 100 respondents with the criteria of women aged 16-20 years. The
results of this study found that Digital Marketing, Product Quality, and Product Knowledge
have a positive and significant effect on Purchase Interest in Local Npure Skincare. This is stated
by t count> t table, significance> 0.05 and the calculated F value of 95,930 with a significant F
of 0.00 <0.05. Companies can develop the three variables and researchers can modify the research
by adding indicators or other variables.