How Digital Payment And Social Media Marketing Affect Purchase Decisions Of Subang Culinary SME Customer, Indonesia
Abstract
This research is an empirical study to see the relationship between the application of digital payment
media and digital marketing for small and medium enterprises, especially in the culinary sector in the
city of Subang. Why is this research being carried out in Subang, because there are not many small
and medium entrepreneurs in the culinary sector in the city of Subang who have implemented digital
payments and digital marketing in their businesses. The data in this research uses primary data
obtained from 121 questionnaires to culinary business customers who make digital payments and
search for information digitally before making a purchase. From the results of data processing, it is
known that digital payments have a significant effect on purchasing decisions in small and medium
businesses in the culinary sector with a T-count score of 6,357, and marketing using social media also
has a significant effect with a T-count value of 6,609, and together digital payments and marketing
social media has a significant effect with an F count of 114,804
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