Purchasing Decisions and Customer Satisfaction: A Study of Customers in Digital Markets

This research aims to analyze the influence of advertising attractiveness and price perceptions on purchasing decisions to increase consumer satisfaction in digital market. The research method used in this research uses a descriptive approach with an exploratory analysis approach to research objects and subjects. This approach is carried out by providing an overview of data or events based on the facts that appear in the situation studied by the researcher and the object being studied separately, the research process is carried out through measurements with a standard tool, namely SEM-AMOS. The population in this study were Muria Kudus University students, with a sampling technique using purposive sampling. Primary data used comes from respondents’ answers via questionnaires. The comes about of examination tests utilizing SEM-AMOS deliver results, to be specific, promoting engaging quality contains a positive and significant impact on obtaining choices, cost discernment features a positive and noteworthy impact on acquiring choices, publicizing engaging quality encompasses a positive and significant effect on client fulfillment, cost discernment has an impact on client satisfaction, Buy Choices have a positive and noteworthy impact on Customer Fulfillment within the Shopee advanced advertise.