• The Influence of Digital Marketing and social media On the Purchase Intentions of Small Business Food Products

    Author(s):
    Juan Manuel Rojas Salazar (see profile)
    Date:
    2017
    Subject(s):
    Social media
    Item Type:
    Article
    Permanent URL:
    https://doi.org/10.17613/qjxw-a444
    Abstract:
    The success of a business in achieving its objectives is highly dependent on marketing as a component of management. The goal of this research is to determine the effect of social media-based digital marketing on the product purchases of small and medium-sized businesses. The research was conducted in Banten Province with a total sample size of 380 respondents using a random sampling technique. Information is gathered via observation and questionnaires. Simple linear regression analysis was performed using the SPSS application. According to the research and discussion above, social media marketing has a significant influence on SMEs product purchases. In general, social media marketing aspects have a good effect on small and medium-sized businesses' buying choices.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 months ago
    License:
    Attribution-NonCommercial-ShareAlike
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