The Influence of Digital Marketing, Product Innovation, and Price on Purchase Decisions

Ibramsya Jamalullail; Sani Rusminah; Evi Fitrotun Najiah

The Influence of Digital Marketing, Product Innovation, and Price on Purchase Decisions

Authors

Ibramsya Jamalullail Universitas Islam Lamongan
Sani Rusminah Universitas Islam Lamongan
Evi Fitrotun Najiah Universitas Islam Lamongan

Keywords:

Digital Marketing, Product Innovation, Price, Purchase Decision MSMEs

Abstract

This study aims to analyze the influence of digital marketing, product innovation, and price on purchase decisions at Micro, Small, and Medium Enterprises (MSMEs) in Lamongan District. The study employed a quantitative approach using a survey method involving 80 respondents selected through random sampling. Data were collected using a questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The findings reveal that digital marketing and product innovation have a positive and significant effect on purchase decisions, while price has a positive but insignificant effect. Simultaneously, all independent variables significantly influence purchase decisions, with an R² value of 0.768. Product innovation is the most dominant factor affecting purchase decisions.

References

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Published

2026-10-20

How to Cite

Jamalullail, I., Rusminah, S., & Fitrotun Najiah, E. (2026). The Influence of Digital Marketing, Product Innovation, and Price on Purchase Decisions. JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 319–328. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2933