The Influence of Digital Marketing Strategy and Product Quality on Consumer Purchasing Decisions in Sumedang Tofu Processing MSMEs in Purwadadi Village, Subang

Rifdah Nur’ainii; Neneng Siti Maryam; Ranggi Radiyanti

doi:10.63922/ijebir.v5i06.6740

Rifdah Nur’ainii Program Studi Manajemen, Fakultas Ekonomi, Universitas Mandiri Subang
Neneng Siti Maryam Program Studi Manajemen, Fakultas Ekonomi, Universitas Mandiri Subang
Ranggi Radiyanti Program Studi Manajemen, Fakultas Ekonomi, Universitas Mandiri Subang

DOI: https://doi.org/10.63922/ijebir.v5i06.6740

Keywords: Digital Marketing, Product Quality, Purchasing Decision, MSME.

Abstract

The digital marketing transformation and the demand for consistent product quality have become challenges for Sumedang-style tofu-processing MSMEs in Purwadadi Village, Subang Regency, which have so far relied mainly on conventional marketing with market reach limited to the local area. This study aims to describe digital marketing strategy, product quality, and consumer purchasing decisions, and to analyze the effect of digital marketing strategy and product quality on purchasing decisions, both partially and simultaneously. This study employed a quantitative approach with a causal-associative research design and an explanatory survey method. The sample consisted of 100 respondents determined using Cochran's formula for an infinite population and selected through purposive sampling, with the criterion that respondents had purchased tofu products from local MSMEs at least twice within the past three months. Ordinal data from the five-point Likert-scale questionnaire were transformed into interval data using the Method of Successive Interval (MSI) before being analyzed using multiple linear regression through t-tests, F-tests, and the coefficient of determination. The results show that digital marketing strategy, product quality, and purchasing decisions each fall into the good category, with mean scores of 3.71, 3.77, and 3.87 respectively. The resulting regression equation is Y = 2.184 + 0.421X1 + 0.486X2 + e, with digital marketing strategy (t = 5.397; Sig. = 0.000) and product quality (t = 5.927; Sig. = 0.000) each showing a positive and significant partial effect, and a significant simultaneous effect (F = 51.426; Sig. = 0.000) contributing 51.4% (R² = 0.514; Adjusted R² = 0.504). These findings indicate that strengthening digital marketing needs to go hand in hand with maintaining consistent product quality so that traditional food MSMEs can sustainably improve their competitiveness and sales volume.

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