Acceso usuarios
Purpose: The purpose of this study was to analyze the effect of digital marketing and product quality on buying decisions and sales volume of products for Micro, Small, and Medium Enterprises (MSMEs) in South Sulawesi Province and to analyze the effect of digital marketing and product quality on sales volume through buying decisions.
Theoretical framework: The model is said to be good when the theoretical development of the hypothetical model is supported by empirical data.
Design/Methodology/Approach: This research was conducted in South Sulawesi, with a population of 184,224 MSMEs. Determination of the sample of as many as 399 people using a proportional random sampling technique. Questionnaire data were analyzed using Structural Equation Modeling (SEM) with the help of the Analysis Of Moment Structure (AMOS) 24 program.
Findings: The results found that digital marketing had no significant effect on buying decisions, product quality had a significant positive effect on buying decisions, buying decisions had no significant effect on sales volume, digital marketing had no significant effect on sales volume, product quality had a significant effect on sales volume. Research, Practical & Social implications: The development of digital media has implications not only for mainstream media, but also for the attitudes and behaviors of users. For example, in broadcast media, internet media has developed television and radio into digital fields or media convergence.
Originality/Value: It is therefore expected that future researchers who are interested in this study will use a broad unit of analysis, namely consumers or consumers in the province of South Sulawesi.
