The Influence Of Digital Marketing On Consumer Buying Interest In Rendang Tiara Smes

  • Agus Nurofik Doctoral Program in Management Sciences, Gajayana University Malang, Indonesia
  • Ernani Hadiyati Doctoral Program in Management Sciences, Gajayana University Malang, Indonesia
  • Dwi Orbaningsih Doctoral Program in Management Sciences, Gajayana University Malang, Indonesia
  • Rosidi Rosidi Doctoral Program in Management Sciences, Gajayana University Malang, Indonesia

DOI

https://doi.org/10.53625/ijss.v6i2.13118

Keywords

Purchase Intention, Digital Marketing

Abstract

This study aims to determine the influence of digital marketing variables, based on product, price, place, and promotion indicators, on consumer purchase intention at the Rendang Tiara SME. This study used a quantitative approach. The number of respondents in this study was 100, using a purposive sampling technique. Primary data was obtained through a questionnaire with a continuous line measurement scale. The data analysis technique used in this study was simple linear regression analysis. The results indicate that digital marketing variables have a positive and significant influence on consumer purchase intention at the Rendang Tiara SME. Consumer purchase intention in this study was influenced by digital marketing by 81.5%, with product convenience and promotions being the most influential indicators in increasing consumer purchase intention. This study provides theoretical implications as a reference for further research related to digital marketing and consumer purchase intention, particularly at the online Rendang Tiara SME. Managerial implications include suggestions for the management of the Rendang Tiara SME and other marketplaces to improve product quality and promotional systems used in marketing their products to increase consumer purchase intention.

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05-08-2026