DIGITAL MARKETING DAN ENTREPREUNERIAL MARKETING DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA SEMARANG

Authors

  • Yanti Pujiastuti Program Studi Manajemen, STIE Bank BPD Jateng, Semarang, Indonesia
  • Rinwantin Rinwantin Program Studi Manajemen, STIE Bank BPD Jateng, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10188

Abstract

Digital marketing is an inevitability of the development of devices that help human life. Marketing that is compatible with digitalization makes it easier to communicate products to consumers. This has an impact on purchasing decisions, especially for MSME products that are not widely known. The development of a digital lifestyle should be followed by an entrepreneurial marketing approach. Exploring the role of digital marketing and entrepreneurial marketing on purchasing decisions is the goal of this research. Data analysis so that it becomes a conclusion is carried out using linear regression analysis. Digital marketing, entrepreneurial marketing and buying interest are significantly proven to influence purchasing decisions. The mediating role of buying interest in the influence of digital marketing and entrepreneurial marketing on purchasing decisions is proven through Sobel test. Increasing the purchase of MSME products can be done by increasing digital marketing and entrepreneurial marketing because it has proven to have a real effect. Keywords : digital marketing, entrepreunerial marketing, buying interest,buying decision

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Published

2023-07-31

How to Cite

Pujiastuti, Y., & Rinwantin, R. (2023). DIGITAL MARKETING DAN ENTREPREUNERIAL MARKETING DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA SEMARANG. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10188

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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