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All Journal International Journal of Management Research and Economics
Anggy Qurnia Ra'afi H.
Universitas Dharmas Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analyzing Digital Marketing and Product Quality in Consumers' Purchase Decision on High-Quality Oil Palm Seedling Sri Wahyuni; Anggy Qurnia Ra'afi H.; Dini Elida Putri
International Journal of Management Research and Economics Vol. 4 No. 3 (2026): August : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/ijmre-itb.v4i3.4880

Abstract

Indonesia is known as the world's largest producer of palm oil, playing a strategic role in the national economy. A high international market demand's for Indonesian palm oil products made this commodity one of the driving forces behind national economic growth. The purpose of this study is to analyze digital marketing and product quality in consumers' purchasing decisions regarding high-quality oil palm seeds from CV Imam Tani Group in Dharmasraya Regency. The research method employed a qualitative approach using data collection techniques such as observation, interviews, and documentation, involving five research informants: two employees from the CV Imam Tani Group's nursery division and three oil palm plantation owners as customers of CV Imam Tani Group. Data analysis techniques included drawing conclusions, data triangulation, and data reduction. The study concluded that digital marketing can influence consumers' purchasing decisions regarding high-quality oil palm seeds from CV. Imam Tani Group, particularly during the information-seeking and alternative-evaluation stages when farmers are looking for places to purchase high-yield oil palm seedlings. It was concluded that product quality can influence consumers' purchasing decisions regarding high-yield oil palm seeds from CV. Imam Tani Group, both for new farmers and those with experience planting high-yield oil palm seedlings. Before farmers decide where to purchase the seedlings, on average, they are already aware of the differences in harvest quality.
Co-Authors Dini Elida Putri Sri Wahyuni