Digital Marketing Flatform Development Model and Product Quality on Buying Decisions and Sales of Micro, Small, and Medium Enterprises (MSMES) Product Volume, South Sulawesi Province
Keywords:Digital Marketing, Product Quality, Buying Decisions, Sales Volume
Purpose: The purpose of this study was to analyze the effect of digital marketing and product quality on buying decisions and sales volume of products for Micro, Small, and Medium Enterprises (MSMEs) in South Sulawesi Province and to analyze the effect of digital marketing and product quality on sales volume through buying decisions.
Theoretical framework: The model is said to be good when the theoretical development of the hypothetical model is supported by empirical data.
Design/Methodology/Approach: This research was conducted in South Sulawesi, with a population of 184,224 MSMEs. Determination of the sample of as many as 399 people using a proportional random sampling technique. Questionnaire data were analyzed using Structural Equation Modeling (SEM) with the help of the Analysis Of Moment Structure (AMOS) 24 program.
Findings: The results found that digital marketing had no significant effect on buying decisions, product quality had a significant positive effect on buying decisions, buying decisions had no significant effect on sales volume, digital marketing had no significant effect on sales volume, product quality had a significant effect on sales volume.
Research, Practical & Social implications: The development of digital media has implications not only for mainstream media, but also for the attitudes and behaviors of users. For example, in broadcast media, internet media has developed television and radio into digital fields or media convergence.
Originality/Value: It is therefore expected that future researchers who are interested in this study will use a broad unit of analysis, namely consumers or consumers in the province of South Sulawesi.
Andrianto, & Firmansyah, M. A. (2019). Islamic Bank Management (Theory and Practice Implementation). CV. Qiara Media Publisher, 536. http://repository.umsurabaya.ac.id/3453/1/Buku_Manajemen_Bank_Syariah.pdf
Bazuhair , N. A. S. (2023). Awareness of business administration students of the role of digital marketing in the growth of e-commerce. International Journal of Professional Business Review, 8(2), e01123. https://doi.org/10.26668/businessreview/2023.v8i2.1123
Ebert, J. R., & Griffin, W. R. (2014). Introduction to Business Tenth Edition. Jakarta: Erlangga.
Heidrick and Struggles. (2009). The Adoption of Digital Marketing in Financial. Services Under Crisis.
Kotler, Philip. 2007. Marketing Management: Analysis of Planning, Implementation, and Control. PT. Prenhalindo, Jakarta.
Kurnianti, A.W. 2017. "NGuberJEK Online T transportation Marketing Communication". Journal of Communication and Media Studies 1(1): 69–85.
Malik, R. (2017). Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in Udupi. International Journal for Innovative Research in Science & Technology (IJIRST), 3(8).
Masadeh, A., Jrairah, T., & Almasria, N. (2023). The Impact of Applying the Target Cost Approach on Products’ Structure (Products Pricing, Development and Quality). International Journal of Professional Business Review, 8(6), e02086. https://doi.org/10.26668/businessreview/2023.v8i6.2086
Prasetyo, D.S., Fahimatul, U., and Mustaqim. (2020). Introduction to Google My Business for Utilizing Digital Marketing at Introduction to Google My Business for Utilizing Digital Marketing in the E-commerce and Social Media Era. Balerang Service Journal, 2(February), 0–5.
Rao, N., & Ratnamadhuri. (2018). Digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger bike Market. International Journal of Management, Technology, and Engineering, 8(11), 3092–3107. http://ijamtes.org/gallery/351.pdf
Stylidis, K., Burnap, A., Rossi, M., Wickman, C., Söderberg, R., & Papalambros, P. Y. (2016). A Preliminary Study of Trends in Perceived Quality Design Attributes in the Automotive Luxury Market Segment. Proceedings of International Design Conference, Design, DS 84, 2189–2196.
Suardika, I. K., & Dewi, M. S. (2021). The Influence of Brand, Product Quality and Price on Sales Volume of Samana Mart Stores. International Journal of Social Science and Business, 5(2). https://doi.org/10.31219/osf.io/su5ht
Swastha Dharmmesta Basu. (2014). Marketing Management. Yogyakarta: BPFE UGM.
Swastha, B. (2008). Modern Marketing Management. In Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004
Tjiptono, (2011), Service Quality and Satisfaction, ed 2, Yogyakarta: Andi Offset.
Yacub, R., & Mustajab, W. (2020). Analysis of the Influence of Digital Marketing on Brand Awareness in E-Commerce. Managerial, 12(2), 198-209.
Yogastrian, I. (2020). Analysis of the Effect of Promotion, Influencers, and Instagram Social Media on Shoe Product Purchase Decisions (Case Study on Local Brand Shoes) [Muhammadiyah University, Surakarta]. http://eprints.ums.ac.id/id/eprint/83761
Zahay, D. (2021). “Advancing Research in Digital and Social Media Marketing”. Journal of Marketing Theory and Practice 29(1): 125–139.
How to Cite
Copyright (c) 2023 Basri, Salim Basalamah, Amir Mahmud, Alina M Hasbi
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html