Promosi Digital dan Diferensiasi Produk Terhadap Keputsan Pembelian Seblak Panyileukan di Kota Bandung
DOI:
https://doi.org/10.63822/a21wy229Keywords:
digital promotion; product differentiation; purchasing decision; culinary MSME; social mediaAbstract
This study aims to analyze the influence of digital promotion and product differentiation on purchasing decisions of Seblak Monmon in Panyileukan, Bandung City. The research method uses a quantitative approach with descriptive verification design. The research population consists of Management students from the class of 2022 at Universitas Muhammadiyah Bandung, with a sample determined using the Slovin formula. The sampling technique employed is stratified random sampling. Data collection uses a Likert scale questionnaire, analyzed using multiple linear regression with SPSS. Results indicate that digital promotion has a positive and significant effect on purchasing decisions, product differentiation has a positive and significant effect on purchasing decisions, and simultaneously digital promotion and product differentiation significantly influence purchasing decisions with a strong contribution. This research provides practical implications for culinary MSME actors to optimize digital promotion strategies through social media and enhance product differentiation to increase competitiveness and sales volume
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Copyright (c) 2026 Mela Ratna Sari , Halimah Zahrah (Author)
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