Effect of Digital Marketing, Product and Distribution on Consumer Purchase Interest in the Covid-19 Period (Study on UMKM Ganesha Grosir Tas Mojokerto)
Pengaruh Digital Marketing, Produk dan Distribusi terhadap Minat Beli Konsumen dalam Masa Covid-19 (Studi Pada UMKM Ganesha Grosir Tas Mojokerto)
DOI:
https://doi.org/10.21070/ups.3282Keywords:
Digital Marketing, Product, Distribution, Consumer Purchase InterestAbstract
This study aims to determine and explain the influence of Digital marketing, Product and Distribution on Consumer Purchase Interest in the Covid-19 Period (Study on UMKM Ganesha Grosir Tas Mojokerto). The population used in this research is customer of UMKM Ganesha Grosir Tas Mojokerto. In this study the technique used in taking samples in this study vvas non probability sampling with purposive sampling way and total of 100 respondents. The data analysis technique in this study used multiple linear regression using the program SPSS Statistics version 25. The results of this study prove that the Digital Marketing variable partially has effect and significant on the purchase intention of the UMKM consumer Ganesha Grosir Tas Mojokerto. The Product variable partially has effect and significant on the purchase intention of the UMKM consumer. The variable Distribution partially has effect and significant on the purchase intention of the UMKM consumer
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