The Role of Digital Literacy and Online Promotion in MSME Product Purchase Decisions: The Mediating Role of Consumer Attitude and Perceived Ease of Use

Mustari Mustari; Nur Arisah; Ratnah S.; Andi Sawe Riesso; Muhammad Yamin

doi:10.63922/ijevss.v5i03.6221

Mustari Mustari Universitas Negeri Makassar
Nur Arisah Universitas Negeri Makassar
Ratnah S. Universitas Negeri Makassar
Andi Sawe Riesso Universitas Negeri Makassar
Muhammad Yamin Universitas Negeri Makassar

DOI: https://doi.org/10.63922/ijevss.v5i03.6221

Keywords: Digital Literacy, Online Promotion, Consumer Attitude, Perceived Ease of Use, MSME Product Purchase Decisions

Abstract

This study aims to analyze the role of digital literacy and online promotion in MSME product purchase decisions by considering the mediating roles of consumer attitude and perceived ease of use. This study employed a quantitative approach involving 240 respondents, namely consumers who had purchased MSME products through digital platforms (social media or marketplaces) within the last six months in Makassar City. The sampling technique used purposive sampling with the following criteria: (1) being at least 17 years old, (2) having experience interacting with MSME online promotions, and (3) having conducted digital transactions. The research instrument was prepared as a questionnaire using a 1-5 Likert scale. The data were analyzed using path analysis with several software applications for data processing, including Microsoft Excel 2010, SPSS (Statistical Product and Service Solution) version 20.0, and Partial Least Squares (PLS) using SmartPLS version 4.0. The study's findings are as follows: (1) digital literacy and online promotion have a direct influence on purchasing decisions for MSME products; (2) consumer attitude and perceived ease of use have a direct influence on purchasing decisions for MSME products; (3) digital literacy and online promotion have a direct influence on consumer attitude and perceived ease of use; and (4) digital literacy and online promotion have an indirect influence on purchasing decisions for MSME products through consumer attitude and perceived ease of use as mediating variables.

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