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All Journal Ekspektra: Jurnal Bisnis & Manajemen Dinasti International Journal of Digital Business Management
Asi, Yuli Sintha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Journal : Dinasti International Journal of Digital Business Management

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The Influences of People and Local Culture on Purchase Decision Moderated By Social Media Marketing on Traditional Product of MSMEs in East Kotawaringin Regency of Central Kalimantan Asi, Yuli Sintha; Assagaf, Aminullah; Indrasari, Meithiana; Yunus, Eddy; Sukesi; Riyadi, Slamet; Suyanto
Dinasti International Journal of Digital Business Management Vol. 5 No. 2 (2024): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v5i2.2216

Abstract

The aim of this paper to analyze  the influence of people and local culture on purchase decision which is moderated by social media marketing.  The research is  the descriptive quantitative The research findings are as follows (1). People influences purchase decision with sig. 0.049. (2). Local culture influences purchase decision with sig. 0.001. (3) People and Local culture simultaneously influence purchase decision. F table is 18.770 > 2.87 with sig. 0.000. People and local culture also show positive and significant influence on purchase decision.
Co-Authors Aminullah Assagaf Ansita Christiana, Ansita Eddy Yunus Meithiana Indrasari, Meithiana Slamet Riyadi Sukesi . Suyanto