Analisis Pemanfaatan Digital Marketing Terhadap Keputusan Pembelian Konsumen Sayur Hidroponik (Studi Kasus: Syifa Hidroponik, Kota Medan, Provinsi Sumatera Utara)

Abstract

Hydroponics is a modern plant cultivation method carried out in a hygienic and efficient way to produce pesticide-free vegetables and have healthier content. The purpose of this study is to analyze the effect of digital marketing indicators on consumer purchasing decisions for hydroponic vegetables. This study was conducted at UMKM Syifa Hidroponik, Medan City, North Sumatra Province. The sample of this study was 50 respondents calculated using the 10 Times Rule Method. The data analysis method used in this study is the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis through the SmartPLS 4.0 application. From this study, the variables of platform design and trust have a significant influence on purchasing decisions, this shows that the better the strategy for improving platform design and trust, the greater the consumer's purchasing decision to buy hydroponic vegetables at Syifa Hidroponik. While the variables of convenience, cost and incentive programs do not show a significant influence, this means that these three variables are not the main factors in making decisions to purchase hydroponic vegetables at Syifa Hidroponik.