Digital Marketing, Price, and Location on Purchase Decisions at a Broiler Chicken MSME

Purpose: This study investigates the partial and simultaneous effects of digital marketing, price, and location on purchase decisions at Hamidum Broiler Chicken MSME in Depokrejo Village, Central Lampung Regency, Indonesia.

Research Methodology: This study used a quantitative survey design with data from 100 consumers selected through accidental non-probability sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed through classical assumption tests and multiple linear regression using IBM SPSS Statistics 20.

Results: All three predictors significantly and positively affected purchase decisions: digital marketing (β = 0.248, t = 2.245, p = 0.000), price (β = 0.505, t = 2.477, p = 0.000), and location (β = 0.312, t = 2.333, p = 0.000). Price is the dominant predictor. The three variables jointly explain 21.0% of the purchase decision variance (R² = 0.210; F = 8.501, p = 0.000).

Conclusions: Digital marketing, price, and location are significant and complementary determinants of purchase decisions in fresh broiler chicken MSMEs. The limited R² indicates that other factors, such as product freshness, service quality, and consumer habits, should be examined in future extended marketing mix models.

Limitations: This study is limited by its use of non-probability sampling and a single MSME case, which may restrict the generalizability of the findings. In addition, the model explains only 21% of the variance in purchase decisions, indicating the presence of other influential factors not included in this study.

Contributions: This study contributes to the marketing literature by providing empirical evidence on the combined effects of digital marketing, price, and location on purchase decisions in a rural broiler chicken MSME context, highlighting price as the most influential determinant.