Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Produk UMKM di Kota Pariaman

Abstract

This study aims to analyze the effect of marketing communication on purchasing decisions for MSME products in Pariaman. The study used a quantitative method with simple linear regression analysis involving 100 MSME respondents selected through purposive sampling. The results showed that marketing communication has a positive and significant effect on purchasing decisions (Sig. 0.000 < 0.05) with a contribution of 31.1%. These findings support the theory that strengthening product information communication strategies effectively can significantly encourage consumer purchasing actions.