Pengaruh Digital Marketing dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Makanan Pada UMKM Kota Bima

Ayu Puryanti; Sri Ernawati; Julaiha Julaiha

doi:10.59246/muqaddimah.v2i3.988

Authors

Ayu Puryanti Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
Sri Ernawati Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
Julaiha Julaiha Sekolah Tinggi Ilmu Ekonomi (STIE) Bima

DOI:

https://doi.org/10.59246/muqaddimah.v2i3.988

Keywords:

Digital Marketing, Product Quality, Consumer Buying Interest

Abstract

This study aims to analyze the influence of digital marketing and product quality on consumer buying interest in food products produced by MSMEs in Bima City. The research method used is quantitative with a survey approach. Data was collected through a questionnaire distributed to 200 respondents who are consumers of food products from MSMEs in Bima City. Data analysis was carried out using multiple linear regression to determine the influence of independent variables (digital marketing and product quality) on dependent variables (consumer buying interest). The results of the study show that both digital marketing and product quality have a positive and significant influence on consumer buying interest. These findings indicate that efforts to improve product quality and the implementation of effective digital marketing strategies can increase consumer buying interest, thus having a positive impact on MSME sales in Bima City.

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