The Influence of Digital Advertising and Taste on the Purchase Decision of Sushi Me MSMEs in Medan City

Authors

  • Nanda Adilfa Mulya Universitas Sumatera Utara
  • Endang Sulitiya Rini Universitas Sumatera Utara
  • Beby Karina Fawzeea Sembiring Universitas Sumatera Utara

Keywords:

Digital Advertising, Taste, MSME Purchase Decision

Abstract

The Micro, Small and Medium Enterprises (MSMEs) sector plays an important role in advancing the country's economy. MSMEs have become the backbone of the country's economy because they have contributed to GDP or Gross Domestic Product and also added employment for the community This can be seen from data from the Ministry of Cooperatives and Small and Medium Enterprises. Currently, there are 65.4 million MSMEs in Indonesia, which have employed 114.7 million people or around 56% of the workforce in Indonesia. In addition, MSMEs also contribute more than 60% to the country's GDP. The purpose of the research is to determine the influence of Digital Advertising and Taste Image on the purchase decision of Sushi Me MSMEs in Medan City. Research Methods The approach used by the researcher in this study is quantitative.  The sampling technique used in this study uses purposive sampling. The purposive sampling technique is a technique in determining samples that have certain considerations. Due to the size of the population that is not known for sure, the sample size is determined using the formula (Hair et al., 2020) if the number of research samples is unknown from the exact number of population and suggests a sample size of at least 5 to 10 times the indicator variable, so the number of indicators in this study is obtained by 20 times 5 (19 x 5 = 95).  Research Results There is a positive influence on the variable of Digital Advertising on Purchase Decisions at Sushi Me where the calculated value t is greater than the t-value of the table, which is 3,430 > 1,661 (α =5%, df =76) a significance value of 0.001 < 0.05, so it can be concluded that H1 or the first hypothesis is accepted and H0 is accepted. It can be concluded that there is a positive influence of Digital Advertising (X1) on Purchase Decisions (Y). The value of the t calculation is smaller than the t-value of the table, which is 6.292 < 1.661 (α =5%, df =76) of the significance value of 0.000 > 0.05, so it can be concluded that H2 or the second hypothesis is rejected and H0 is accepted, which has a positive influence of Taste (X2) on the Purchase Decision (Y).

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Published

04-07-2024

How to Cite

Mulya, N. A., Rini, E. S., & Sembiring, B. K. F. (2024). The Influence of Digital Advertising and Taste on the Purchase Decision of Sushi Me MSMEs in Medan City. Cendana International Conference on Social and Technology, 1(1), 151–155. Retrieved from http://prosiding.politeknikcendana.ac.id/index.php/CICoST/article/view/384