Why Use Use CM, SEO and SMM : How Far Digital Marketing Strategies Influence Purchase Decisions?

Shodiq, Muhammad Fajar (2024) Why Use Use CM, SEO and SMM : How Far Digital Marketing Strategies Influence Purchase Decisions? Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Penelitian ini mengetahui seberapa jauh penggunaan digital marketing dalam meningkatkan keputusan pembelian dengan studi kasus UMKM Ayam Bakar Mbak Tary di Kabupaten Nganjuk melalui interaksi positif terhadap konten atau postingan yang dibagikan di sosial media UMKM serta pencarian online yang efektif di mesin telusur. Metode Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif menggunakan uji regresi linear berganda. Populasi Penelitian ini adalah konsumen UMKM tersebut. Penelitian ini melibatkan 50 responden sebagai sampel. Pengumpulan data melalui kuesioner online yang disebarkan melalui Google Form. Hasil penelitian menunjukkan bahwa penggunaan Content Marketing, SEO dan Social Media Marketing secara simultan berdampak signifikan terhadap keputusan pembelian. UMKM sebaiknya fokus pada pengembangan strategi pemasaran digital, terutama pemasaran media sosial, untuk meningkatkan daya tarik pelanggan

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