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Suryaningsih, Dwie Retna
Universitas Wijaya Kusuma Surabaya
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The Effect of Digital Marketing on Consumer Purchase Intention for Ornamental Plants in Online Markets: Evidence from Batu City, Indonesia Dwie Retna Suryaningsih; Mochammad Thohiron; Sukian Wilujeng
Asia Pacific Journal of Business Economics and Technology Vol. 6 No. 02 (2026): April - Mei
Publisher : Cita Konsultindo Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.98765/apjbet.v6i02.341

Abstract

This study aims to analyze the effect of digital marketing on consumers' purchase intention for ornamental plants in online markets in Batu City. The research employed a quantitative approach using a survey method involving 50 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics software. The results indicate that digital marketing has a positive and significant simultaneous effect on consumers' purchase intention. Partially, the variables of Social Media Marketing, Online Advertising, Electronic Word of Mouth (e-WOM), and Marketplace Marketing have a positive and significant effect on consumers' purchase intention, whereas Content Marketing does not have a significant effect. Among the independent variables, Marketplace Marketing exerts the strongest influence on consumers' purchase intention. The coefficient of determination (Adjusted R²) of 0.642 indicates that 64.2% of the variation in consumers' purchase intention can be explained by the digital marketing variables included in the model, while the remaining 35.8% is explained by other factors outside the scope of this study. The findings are expected to provide valuable insights for ornamental plant business owners in developing more effective digital marketing strategies to enhance consumers' purchase intention and improve business competitiveness in online markets.
Co-Authors Achmad Wicaksono Achmadi Susilo Adi Wuryanto Agustina Dwi Kartika Akbar, ⁠Moch. Alifi Alviana Wahyu Qurotin Ang, ⁠Ken William Ardiansyahmiraja, Bobby Arief Eryanto Azminah Azminah Chrisanta Michelle FM Cindy Sulistyawati Cindy Sulistyowati Dewa Putra Prassuwito Diah Tri Hermawati Djayapranata, Grace Felicia Dwi Haryanta Edison, Gabriel Endang Retno Wedowati Endang Siswati Erna Haryanti Erna Haryanti Faez M. Hassan Fahmi Romadhani Winarto Fauzi, Muhammad Iqbal Habib Habib Handoko, Candra Kristanto Hassan, Faez M. Hassan, ⁠Faez M. I. Indarwati Indarwati Indarwati Indarwati Indarwati Indarwati Indarwati Jajuk Herawati Ken Sari Nimas Pramhesti Ken William Ken William Ang Koesriwulandari Koesriwulandari M. Thohiron Marisca Evalina Gondokesumo, Marisca Evalina Marsela Nova Moch. Thohiron Moch. Thohiron Mochamad Thohiron Mochammad Thohiron Nova, Marsela Patiung, Markus Pradana, Vredy Prakoeswa, Sri Arijanti Ristani Widya Inti Ristani Widya Inti Rochmad Zulfikar Sa'adah, ⁠Tatuk Tojibatus Sari, Pipin Yunita Sri Arijanti Sri Arijanti Sukian Wilujeng Sulthoni, ⁠Muhammad Hasan Askari Tanowidjaya, Ribkahwati Thohiron, Moch. Thohiron, ⁠Mochamad Tojibatus S, Tatuk Widya, Surya Ari Wilujeng, ⁠Sukian Wisnujatia, Nugrahini Susantinah