The Role of Digital Marketing in Increasing Purchase Intention at the Agricultural Input Business Unit of BUMDes Karya Nyata Salimbatu
DOI:
https://doi.org/10.38035/jafm.v7i4.3862Keywords:
Digital Marketing, Purchase Intention, Village-Owned Enterprises (BUMDes), Social Media, Consumer BehaviorAbstract
The Village-Owned Enterprise (BUMDes) Karya Nyata in Salimbatu Village plays a strategic role in driving the local economy through its Agricultural Production Facilities (Saprodi) business unit. Amidst the rapid development of information technology, the utilization of digital media has become crucial for expanding market reach. This study aims to determine and analyze the extent of the influence of digital marketing on consumer purchase intention in the Saprodi business unit of BUMDes Karya Nyata Salimbatu. This study employed a quantitative approach with an associative method. Primary data collection was conducted by distributing Likertscale questionnaires to 49 respondents, who are farmers and the target market of the BUMDes. Data analysis was performed using SPSS software, encompassing instrument quality tests (validity and reliability), classical assumption tests (Shapiro-Wilk normality and heteroscedasticity), simple linear regression analysis, partial hypothesis testing (t-test), and the coefficient of determination analysis (R2). The empirical testing results proved that digital marketing has a positive and highly significant effect on purchase intention, obtaining a probability significance value of 0.000 (< 0.05) and a regression equation of Y = 13.818 + 0.420 X. The coefficient of determination (R Square) value was 0.234, indicating that the digital marketing variable contributed 23.4% to the fluctuation in consumer purchase intention, while the remaining 76.6% was influenced by other factors. The conclusion of this study confirms that the proactive and informative optimization of social media channels, such as WhatsApp and Facebook, is highly effective in stimulating farmers' purchasing decisions.
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