PENGARUH DIGITAL MARKETING DAN PERSEPSI CITA RASA PRODUK TERHADAP MINAT BELI PADA KEDAI CEUMIN DI KADUNGORA, KABUPATEN GARUT
DOI:
https://doi.org/10.61722/jiem.v4i9.12597Keywords:
Digital Marketing, Product Taste Perception, Purchase IntentionAbstract
. Kedai Ceumin is a micro, small, and medium-sized culinary enterprise (UMKM) located in Kadungora, Garut Regency, whose business sustainability heavily depends on its ability to attract consumer purchase intention. This purchase intention is influenced by how effectively the business owner carries out digital marketing to reach consumers, as well as how positively consumers perceive the product's taste after consumption. Kedai Ceumin is required to continuously optimize its digital content management and taste consistency in order to drive higher and more sustainable purchase intention. Therefore, this study aims to analyze how these two factors influence purchase intention. This study aims to determine the extent to which digital marketing and product taste perception influence purchase intention at Kedai Ceumin in Kadungora, Garut Regency, both partially and simultaneously. The method used in this study is descriptive and verificative with a quantitative approach. Data collection techniques used a questionnaire distributed through Google Form. Research instruments were assessed using a Likert scale. The population used in this study consisted of 16,360 consumers who had made purchases at Kedai Ceumin during the period of October 2025 to March 2026. The sample size was determined using the Slovin formula, resulting in 99 respondents, with the sampling technique used being accidental sampling, namely a sampling technique based on chance encounters with respondents at the research location who met the established criteria. The data testing conducted includes validity testing, reliability testing, classical assumption testing (normality and heteroscedasticity), multiple linear regression testing, coefficient of determination testing, and hypothesis testing using the SPSS software application. The results of this study indicate that there is a positive and significant influence of Digital Marketing and Product Taste Perception on Purchase Intention at Kedai Ceumin in Kadungora, Garut Regency, both partially and simultaneously.
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