PENGARUH KOMUNIKASI PEMASARAN DIGITAL, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM

Abstract

This study aims to examine the effect of digital marketing communications, price and product quality on purchasing decisions in micro, small and medium enterprises (MSMEs). The population in this study are all consumers who make purchases of MSME products in the culinary sector. Determi-nation of the sample using a non-probability sampling ap-proach using the Snowball Sampling technique and obtained 100 respondents. The data analysis technique used the Multi-ple Linear Regression Analysis method. The results showed that, partially (t test) digital marketing communication had no positive and insignificant effect on purchasing decisions, price had a positive and significant effect on purchasing decisions and product quality had a positive and significant effect on purchasing decisions. Simultaneous test results (F test) show that digital marketing communications, price and product quality have a positive and significant impact on purchasing decisions.