The Influence of Digital Promotion on the Decision to Purchase Crispy Oyster Mushroom

(Case study on smile chicken Medan)

Abstract

This study aims to analyze the effect of Digital Promotion on the Purchase Decision of crispy oyster mushroom products at Smile Chicken Medan MSMEs. The digital promotion referred to includes the use of social media such as Instagram, TikTok, WhatsApp, and the GoFood platform as the main promotional tools. The purchase decision is measured from consumer responses to the product after going through an evaluation process. This study uses a quantitative method by distributing questionnaires to 100 respondents, namely followers of the official Smile Chicken Medan Instagram account. The research instruments have been tested for validity and reliability with the results showing that all items in the Digital Promotion and Purchase Decision variables are valid (calculated r > table r = 0.196) and reliable, with Cronbach's Alpha values of 0.785 and 0.851, respectively. The normality test showed a normal distribution (Sig. = 0.200), The results of simple linear regression analysis produced the equation Y = 23.808 + 0.941X + e, with a significance value of 0.000 < 0.05 and a coefficient of determination (R²) of 0.285. This means that digital promotion significantly explains 28.5% of the variation in purchasing decisions, while the rest is influenced by other factors such as price, product quality, and customer satisfaction. Based on the t-test results, digital promotion was proven to have a significant effect on purchasing decisions (t count = 6.256; Sig. = 0.000). These findings support the hypothesis that digital promotion is an effective strategy in increasing purchasing decisions. Therefore, businesses are advised to continue developing promotional content that is consistent, attractive, and in line with the preferences of the target market.