IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION (STUDY ON JAMBI TRADITIONAL CAKES)
Abstract
The proliferation of outlets for processed food products and foreign food at this time has made special food products in the form of traditional cakes less desirable. For example, there are fewer outlets selling traditional Jambi cakes. This study tries to answer how the impact of digital marketing on purchase intention on traditional Jambi cakes with digital marketing as the independent variable and purchase intention as the dependent variable. This study uses a quantitative approach with a total of 100 processed questionnaires. The results show that digital marketing does not have a positive effect on Purchase Intention on traditional Jambi cakes, so it can be concluded that consumers buy traditional cakes more because of the values and habits implied in the traditional cakes.
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