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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Golwi, Trivonia
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Economics, Econometrics & Finance

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PENGARUH HARGA, PEMASARAN DIGITAL, DAN KUALITAS PELAYANAN TERHADAP PURCHASE INTENTION GALERI UMKM PERUMDA BIDADARI LABUAN BAJO Peong, Hersanius Kurnia; Ciptosari, Fitri; Golwi, Trivonia; Haba, Paulus; Harvano, Yonas F; Syahrul, Syahrul
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 2 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i2.14133

Abstract

This study explores the impact of price, digital marketing, and service quality on consumer Purchase Intention at Perumda Bidadari MSME Gallery. The population involved all visitors with a sample of 100 respondents selected through the non-probability sampling method, using accidental sampling. Data collection using questionnaires. This research applies a quantitative approach to evaluate the relationship between variables. The research instrument was tested with validity and reliability. Statistical analysis uses t-test, f-test, normality test, multicollinearity, and linearity test. Data analysis using multiple linear regression. The results showed that service quality has a positive and significant impact on Purchase Intention, while the effect of price and digital marketing strategy is not significant. With an R Square value of 0.814, it shows that about 81.4% of the variation in Purchase Intention can be explained by the combination of price, digital marketing, and service quality factors. Keywords: Price; Digital Marketing; Service Quality; Purchase Intention
Co-Authors Ciptosari, Fitri Haba, Paulus Harvano, Yonas F Hersanius Kurnia Peong Syahrul Syahrul