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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Global Research in Economics and Advanced Theory
Fandi Bachtiar
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Religion Humanities Economics, Econometrics & Finance Social Sciences Other

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PURCHASE DECISIONS ACEH CAKE UMKM Tuwisna; Fandi Bachtiar; Sri Maisarah
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19583079

Abstract

This study aims to test and analyze the influence of promotion through TikTok and product innovation on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes. The determination of the research sample uses the Purba formula. The sample used in this study was 96 consumers in micro, small, and medium enterprises of Acehnese Traditional Cakes who were willing to be respondents. The analytical method applied was multiple linear regression analysis. The results of the study indicate that promotion through TikTok partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Product innovation partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Promotion through TikTok and product innovation simultaneously have a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city.
STRATEGIC ROLE OF DIGITAL MARKETING AND SERVICE QUALITY IN SHAPING CONSUMER PURCHASE DECISIONS: EVIDENCE FROM MSMES IN BANDA ACEH Fandi Bachtiar
GLOBAL RESEARCH IN ECONOMICS AND ADVANCE THEORY (GREAT) Vol 3 No 2 (2026): GREAT Journal
Publisher : GREET

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65788/greatjournal.v3i2.116

Abstract

This study aims to analyze the strategic role of digital marketing and service quality in shaping consumer purchase decisions among Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh. In the era of rapid technological advancement and increasing market competition, MSMEs are required to adopt effective marketing strategies and maintain excellent service quality to attract and retain customers. This research employs a quantitative approach using a survey method. Data were collected from 150 consumers who had purchased products from MSMEs in Banda Aceh through structured questionnaires. The collected data were analyzed using multiple linear regression with the assistance of SPSS software. The findings indicate that digital marketing has a positive and significant effect on consumer purchase decisions. Likewise, service quality also shows a positive and significant influence on purchase decisions. Simultaneously, both variables contribute substantially to explaining variations in consumer purchasing behavior. These results suggest that MSMEs should strengthen their digital presence through social media, online promotions, and interactive communication while continuously improving service responsiveness, reliability, and customer satisfaction. The study provides practical implications for MSME owners and policymakers in developing competitive business strategies to enhance local economic growth.
Co-Authors Sri Maisarah Tuwisna