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

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.

 

References

Wiguna, I. G. N. A. D., et al. (2022). Pengaruh digital marketing dan kualitas produk terhadap minat beli konsumen. Widya Amrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 2(2), 486-492.

Sugiyono. (2019). Metode penelitian kuantitatif. Bandung: Alfabeta.

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, R&D. Bandung: CV Alfabeta.

Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.CV.

Maretha, P. (2023). Pengaruh digital marketing, kualitas produk dan harga terhadap minat beli konsumen Seblak Door Saira cabang Kayen Kabupaten Pati. Seminar Nasional Ke-Indonesiaan VIII, 1384-1391.

Lifani, S., et al. (2022). Pengaruh digital marketing dan kualitas produk terhadap minat pembelian produk usaha Siwang Nounna Saritie Kabupaten Indramayu. Hawalah: Kajian Ilmu Ekonomi Syariah, 1(2), 2963-301X.

Ghozali, I. (2018). Aplikasi analisis multivarian dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2013). Analisis multivariate dengan program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.

Eunike. (2022). Pengaruh brand image, brand trust dan digital marketing terhadap keputusan pembelian konsumen pada produk Emina (studi kasus pada mahasiswa Universitas Sam Ratulangi). Jurnal Emba, 10(3), 953-964.

Balina, L., & Handayani, T. (2023). Pengaruh digital marketing terhadap peningkatan minat beli konsumen pasca kebijakan pencabutan PPKM pada UMKM Depok. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 7(2), 507-514. https://doi.org/10.29408/jpek.v7i2.20499

Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 6(3).

Published

2024-07-24

How to Cite

Ayu Puryanti, Sri Ernawati, & Julaiha Julaiha. (2024). Pengaruh Digital Marketing dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Makanan Pada UMKM Kota Bima. MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi Dan Bisnis, 2(3), 273–295. https://doi.org/10.59246/muqaddimah.v2i3.988

Similar Articles

<< < 2 3 4 5 6 7 

You may also start an advanced similarity search for this article.