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All Journal Jurnal Manajemen Bisnis JURNAL PENDIDIKAN TAMBUSAI Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) International Journal Of Science, Technology & Management (IJSTM) Al-MIKRAJ: Jurnal studi Islam dan Humaniora Media Riset Bisnis Ekonomi Sains dan Terapan
Prakoso, Fajar adi
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How Digital Payment And Social Media Marketing Affect Purchase Decisions Of Subang Culinary SME Customer, Indonesia Apriandi, Devy; Najmudin, Najmudin; Karnowati, Nandang Bekti; Prakoso, Fajar Adi
International Journal of Science, Technology & Management Vol. 4 No. 4 (2023): July 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i4.861

Abstract

This research is an empirical study to see the relationship between the application of digital payment media and digital marketing for small and medium enterprises, especially in the culinary sector in the city of Subang. Why is this research being carried out in Subang, because there are not many small and medium entrepreneurs in the culinary sector in the city of Subang who have implemented digital payments and digital marketing in their businesses. The data in this research uses primary data obtained from 121 questionnaires to culinary business customers who make digital payments and search for information digitally before making a purchase. From the results of data processing, it is known that digital payments have a significant effect on purchasing decisions in small and medium businesses in the culinary sector with a T-count score of 6,357, and marketing using social media also has a significant effect with a T-count value of 6,609, and together digital payments and marketing social media has a significant effect with an F count of 114,804
Co-Authors Alfarabi, Risyad Alfiansyah, Fito Apriandi, Devy Apriandi, Devy Widya Azhari, Ahmad Nur Fairuz, Najla Hazizah, Zakiyah Nur Irawan, Rinto Lusi Suwandari Maulidina, Amanda Ghaliyah Najmudin Nandang Bekti Karnowati Nur, Munawir Hafizd Raden Mohamad Herdian Bhakti Ramadhan, Zulfikar Sudarto Sudarto Taufan, Januar Wahidah, Nur Rachmah