THE INFLUENCE OF DIGITAL MARKETING ON PURCHASING DECISIONS THROUGH CONSUMER BEHAVIOR ON VEGETABLE SEED PRODUCTS

  • David Maulana PGRI Adi Buana Surabaya University
  • Rayhan Ahmad Alfa Rizki PGRI Adi Buana Surabaya University
  • Andy Andreawan PGRI Adi Buana Surabaya University
  • I Made Bagus Dwiarta PGRI Adi Buana Surabaya University
DOI: https://doi.org/10.36546/jm.v13i2.1577
Keywords: Consumer Behavior, Digital marketing, Purchasing Decisions

Abstract

Vegetable seeds are vegetable plant seeds that are used for farming and farming development purposes. Seeds have an agronomic function, namely as a means to multiply vegetable plants. Seed quality is very important because it will determine the quality and yield of vegetable harvests. This study uses quantitative research methodology to test the relationship between digital marketing and purchasing decisions through consumer behavior on vegetable seed products. The research population is vegetable seed customers in the marketplace. The address of the vegetable seed shop is in Dsn. Tanjung, Ds. Waterstanjung, District. Wringinanom, Kab. Gresik 61176. The sampling technique uses nonprobability sampling, which is a sampling technique that does not provide an equal opportunity for each member of the population to be selected as a member of the population sample totaling 90 people. The data source used in this study is primary data. The primary data used in this study is data obtained based on questionnaire answers distributed to all respondents. The data analysis technique used is descriptive statistical analysis, simple regression analysis, namely the SEM-PLS test, the software used to help process data in this study is Smart Pls 4.0. Data testing in this study uses outer model analysis (measurement model) which includes validity and reliability tests. Then there is an inner model analysis (structural model evaluation) which includes a model fit test, cross validated redundancy (Q2) and hypothesis testing through the method (bootstrapping). The test results reveal that: 1) digital marketing has a significant and positive effect on consumer behavior; 2) digital marketing has a significant positive effect on purchasing decisions; 3) consumer behavior has a significant positive effect on purchasing decisions; 4) digital marketing has a significant positive effect on purchasing decisions through consumer behavior.

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Published
2025-04-30
How to Cite
Maulana, D., Rizki, R., Andreawan, A., & Dwiarta, I. (2025). THE INFLUENCE OF DIGITAL MARKETING ON PURCHASING DECISIONS THROUGH CONSUMER BEHAVIOR ON VEGETABLE SEED PRODUCTS. Jurnal Manajemen, 13(2), 135-147. https://doi.org/10.36546/jm.v13i2.1577
Issue
Vol 13 No 2 (2025): Jurnal Manajemen
Section
Articles

Copyright (c) 2025 David Maulana, Rayhan Ahmad Alfa Rizki, Andy Andreawan, I Made Bagus Dwiarta

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