Pengaruh Digital Marketing dan Brand Awareness Terhadap Minat Beli pada Usaha Mikro, Kecil, dan Menengah di Kecamatan Gunungpati Kota Semarang

Imam Agus Faizal; Myra Andriana

doi:10.55606/jaemb.v6i1.8572

Authors

Imam Agus Faizal Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Myra Andriana Universitas Sains dan Teknologi Komputer

DOI:

https://doi.org/10.55606/jaemb.v6i1.8572

Keywords:

Brand Awareness, Consumers, Digital Marketing, MSMEs, Purcase Intention

Abstract

This study looks at how digital marketing and brand awareness affect consumers' intentions to buy products from Micro, Small, and Medium Enterprises (MSMEs) in Gunungpati District, Semarang City. MSMEs are important to the national economy but still face challenges in using digital technology to improve their competitiveness. We used a quantitative research approach and gathered data from questionnaires given to 96 respondents who had bought local MSME products. We analyzed the data using multiple linear regression with SPSS to see how each variable affected the results. The findings show that digital marketing positively and significantly impacts consumers' intentions to purchase, while brand awareness also plays a key role in influencing these decisions. Together, these two factors significantly boost purchase intentions, showing that strong digital interaction and brand recognition increase consumer interest in local products. Furthermore, the results indicate that when MSMEs regularly use digital marketing and strengthen their brand visibility, consumers are more likely to buy again and recommend the products to others. Thus, digital marketing and brand awareness are crucial for MSMEs to achieve growth and stay competitive in today's changing business landscape.

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