Pengaruh Digital Marketing dan Harga Terhadap Minat Beli Konsumen Pasca Covid di UMKM Kerajinan Kayu Nyiur Indah Singaraja

Authors

  • Kadek Ari Ardiari Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja
  • Ni Nyoman Juli Nuryani Sekolah Tinggi Ilmu Ekonomi Satya Dharma Singaraja

DOI:

https://doi.org/10.32795/widyamanajemen.v5i2.4195

Keywords:

digital marketing, price, consumer buying interest

Abstract

This study aimed to find out the effect of digital marketing on post-covid consumers' buying interest in the Nyiur Indah Singaraja Wood Crafts MSMEs and to find out the effect of price on post-covid consumers' buying interest in the Nyiur Indah Singaraja Wood Crafts MSMEs. The type of research used is quantitative. The results showed: 1) Digital marketing has a positive and significant effect on consumer buying interest in MSMEs Nyiur Indah Singaraja Wood Crafts. This is shown from the results of hypothesis testing which obtains a positive regression coefficient value of 0.160; t count value of 2.166 > 1.66; and a significance value of 0.033 <0.05. 2) Price has a positive and significant effect on consumer buying interest in MSMEs Nyiur Indah Singaraja Wood Crafts. This is shown from the results of hypothesis testing which obtained a positive regression coefficient value of 0.433; t count value of 5.184 > 1.66; and a significance value of 0.000 <0.05.

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Published

08/28/2023

Issue

Vol. 5 No. 2 (2023): Widya Manajemen

Section

Articles

License

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How to Cite

Ardiari, K. A., & Nuryani, N. N. J. (2023). Pengaruh Digital Marketing dan Harga Terhadap Minat Beli Konsumen Pasca Covid di UMKM Kerajinan Kayu Nyiur Indah Singaraja. Widya Manajemen, 5(2), 159-169. https://doi.org/10.32795/widyamanajemen.v5i2.4195