Why Use CM, SEO and SMM: How Far Digital Marketing Strategies Influence Purchase Decisions?

Muhammad Fajar Shodiq, Basthoumi Muslih

Abstract


This study finds out how far the use of digital marketing is in increasing purchasing decisions with a case study of Mbak Tary's Ayam Bakar MSMEs in Nganjuk Regency through positive interactions with content or posts shared on MSMEs social media and effective online searches on search engines. This research method is Quantitative Research using Desk Research utilizing a berganda linear regression model. The study's population is the UMKM consumer in question. This study included 50 respondents as a sample. Data collection via an online questionnaire accessible through a Google Form. The study's findings indicate that using social media, SEO, and content marketing together has a significant effect on Customer Purchasing Decisions. The implication of this research is that MSMEs should focus on developing digital marketing strategies, especially social media marketing, to increase customer attractiveness. This research provides in-depth insights into how digital marketing can improve purchasing decisions in the context of Mbak Tary's Ayam Bakar MSMEs, as well as providing a basis for more effective development strategies in similar MSMEs industries. As such, MSMEs can harness the potential of digital marketing to improve their business performance.

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