The Impact of Digital Marketing and Product Quality on Consumer Decisions in Purchasing Ayam Gepuk Pak Gembus

Abstract

This research seeks to examine the impact of digital marketing and product quality on consumer purchasing decisions at Ayam Gepuk Pak Gembus in Serua Ciputat. The study applies a Systematic Literature Review (SLR) using a qualitative framework by comprehensively evaluating relevant journal publications from 2014 to 2024. Data sources were obtained from open-access academic platforms such as Google Scholar, ResearchGate, and Elsevier (ScienceDirect) through keyword searches including digital marketing, product quality, and purchasing decisions. The selected articles were filtered according to their relevance, research design, and publication standards, and then analyzed thematically to uncover patterns and interconnections among the studied variables. The results demonstrate that digital marketing positively influences purchasing behavior by enhancing brand recognition, stimulating buying interest, and facilitating information access, especially via social media and online food delivery services. Furthermore, product quality—indicated by aspects such as flavor, portion adequacy, cleanliness, and consistency—emerges as a key determinant in both initial and repeat purchase decisions. The findings also highlight a strong interaction between digital marketing and product quality, implying that successful digital marketing efforts must be accompanied by superior product quality to improve customer satisfaction and build long-term loyalty.