Pengaruh Harga dan Digital Marketing melalui Media Sosial terhadap Minat Beli Konsumen

Abstract

In practice, many MSME operators have yet to make optimal use of digital marketing and still rely on conventional marketing methods. This situation makes it difficult for these business operators to compete with businesses that have already adopted digital technology. The purpose of this study is to determine and analyze the influence of price and digital marketing—both partially and simultaneously—on consumer purchase intent at Najah Fashion. This study employs a quantitative approach. The results indicate that 3.    The variables of price and digital marketing simultaneously have a significant effect on consumer purchase intent at Najah Fashion, Padangan Subdistrict.

Keywords: Price, digital marketing, social media, purchase intent, consumers