THE EFFECT OF DIGITAL MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS FOR UMKM MANISAN BUNDA KEMBAR PRODUCTS
Published:
2026-11-04Downloads
Abstract
This study aims to test and analyze the effect of digital marketing and brand image on purchasing decisions for UMKM Manisan Bunda Kembar products. The background of this problem is driven by a drastic decrease in sales volume by 37.93% in 2025, which is indicated by the weakening effectiveness of digital promotions and a decline in brand image following operational constraints. This research uses a quantitative approach with primary data collected through questionnaires. The population in this study involves all customers of UMKM Manisan Bunda Kembar. The sample was drawn using a purposive sampling technique, selecting 100 respondents who had made a purchase more than twice. The data were analyzed using multiple linear regression with the assistance of SPSS software, preceded by instrument testing validity and reliability and classical assumption tests. The partial (t-test) and simultaneous (F-test) test results indicate that digital marketing and brand image have a significant effect on purchasing decisions for UMKM Manisan Bunda Kembar products.
Keywords:
Digital Marketing Brand Image Purchasing Decisions.References
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