Pengaruh Digital Marketing dan Harga Terhadap Minat Beli Konsumen Pasca Covid di UMKM Kerajinan Kayu Nyiur Indah Singaraja

Abstract

This study aimed to find out the effect of digital marketing on post-covid consumers' buying interest in the Nyiur Indah Singaraja Wood Crafts MSMEs and to find out the effect of price on post-covid consumers' buying interest in the Nyiur Indah Singaraja Wood Crafts MSMEs. The type of research used is quantitative. The results showed: 1) Digital marketing has a positive and significant effect on consumer buying interest in MSMEs Nyiur Indah Singaraja Wood Crafts. This is shown from the results of hypothesis testing which obtains a positive regression coefficient value of 0.160; t count value of 2.166 > 1.66; and a significance value of 0.033 <0.05. 2) Price has a positive and significant effect on consumer buying interest in MSMEs Nyiur Indah Singaraja Wood Crafts. This is shown from the results of hypothesis testing which obtained a positive regression coefficient value of 0.433; t count value of 5.184 > 1.66; and a significance value of 0.000 <0.05.