Pengaruh Cita Rasa dan Pemasaran Digital terhadap Keputusan Pembelian Keripik Singkong Arjuna Chips

The Influence of Taste and Digital Marketing on the Purchase Decision of Cassava Chips Arjuna Chips

Abstract

This study examines the effect of taste and digital marketing on purchasing decisions for Arjuna Chips cassava chips. A quantitative survey design was employed. Data were collected through questionnaires from 100 consumers selected using purposive sampling and analyzed with SPSS. The t-test results show that taste has a positive and significant effect on purchasing decisions (t = 7.991; p < 0.001), while digital marketing also has a positive and significant effect (t = 9.845; p < 0.001). Simultaneously, both variables significantly affect purchasing decisions, with F = 130.985 and p < 0.001. The R Square value of 0.730 indicates that 73% of the variation in purchasing decisions is explained by taste and digital marketing. These findings highlight the importance of maintaining consistent product taste and optimizing digital marketing strategies to strengthen consumer purchasing decisions.