The Effect of Digital Marketing and Neuromarketing on Purchasing Decisions for Micro, Small and Medium-Sized Enterprise Food Products
Keywords:
Digital Marketing, Neuromarketing, Purchase Decision.Abstract
This study aims to analyze the effect of digital marketing and neuromarketing on consumer purchasing decisions regarding culinary MSMEs products in Medan Sunggal District. A quantitative approach was used with a survey method, where data was collected by distributing questionnaires to 100 respondents who were culinary MSMEs consumers. Data analysis was performed using multiple linear regression with SPSS version 25. The results show that digital marketing has a positive and significant partial effect on purchasing decisions, with a significance value of 0.024. Meanwhile, neuromarketing also has a positive and significant partial effect with a significance value of 0.000, and shows a more dominant effect than digital marketing. The simultaneous test (F test) showed that both variables together had a significant effect on purchasing decisions (Y), with a contribution of 51.8% (Adjusted R Square). These findings reinforce the importance of integrating digital marketing and neuromarketing strategies to improve the effectiveness of culinary MSMEs marketing, especially in the Medan Sunggal District of North Sumatra Province.
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