Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Produk UMKM di Kota Pariaman

Reni Wijaya (AMIK Jayanusa Padang)
Lina Tio (Universitas Sumatera Barat)

Jurnal Pusat Akses Kajian Manajemen
Vol 6 No 1 (2026): Jurnal Pustaka Manajemen

This study aims to analyze the effect of marketing communication on purchasing decisions for MSME products in Pariaman. The study used a quantitative method with simple linear regression analysis involving 100 MSME respondents selected through purposive sampling. The results showed that marketing communication has a positive and significant effect on purchasing decisions (Sig. 0.000 < 0.05) with a contribution of 31.1%. These findings support the theory that strengthening product information communication strategies effectively can significantly encourage consumer purchasing actions.