Pengaruh Strategi Pemasaran Berbasis Information, Communication, Technology (ICT) dan Kualitas Produk terhadap Keputusan Pembelian pada UMKM Bakso Pesona

Anggraeni, Dinda Novita (2025) Pengaruh Strategi Pemasaran Berbasis Information, Communication, Technology (ICT) dan Kualitas Produk terhadap Keputusan Pembelian pada UMKM Bakso Pesona. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the influence of Information, Communication, Technology (ICT)-based marketing strategies and product quality on purchasing decisions at the Bakso Pesona MSME. The research method used is a descriptive approach with quantitative methods. The research data are primary and secondary data. Data collection techniques include observation, interviews, questionnaires, and literature review. The research sample consisted of 100 respondents, who are consumers of the Bakso Pesona MSME, using a purposive sampling technique. Data analysis was performed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, f-tests, and the coefficient of determination (R²). The results show that the regression coefficient for the ICT marketing variable is 0.216 and the product quality variable is 0.463. The ICT marketing variable has a positive and significant effect on purchasing decisions. The product quality variable has a positive and significant effect on purchasing decisions. Simultaneously, the coefficient of determination (R²) of these two variables contributes 64.3% to purchasing decisions, while the remaining 35.7% is influenced by factors outside the variables in this study.

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