The Effect of Digital Marketing, Promotion, and Price on Urea Fertilizer Purchase Decisions at PT Pupuk Sriwidjaja Palembang

Abstract

This study examines the influence of digital marketing, promotion, and price on purchasing decisions for urea fertilizer at PT Pupuk Sriwidjaja Palembang. The research population comprised all customers who purchased urea fertilizer from the company in 2024. A total of 100 respondents were selected as the sample, with data collected through structured questionnaires. The study employed a quantitative approach, using multiple linear regression analysis to evaluate the relationships between the independent variables digital marketing, promotion, and price and the dependent variable, purchasing decisions. The results indicate that digital marketing, promotion, and price simultaneously and partially exert a positive and significant effect on purchasing decisions. Digital marketing plays a key role in disseminating product information and fostering customer engagement, particularly via social media platforms that increasingly shape consumer perceptions and preferences. Promotional activities also significantly influence purchasing decisions, underscoring the need for ongoing evaluation of strategies such as special pricing or incentives accessible to all consumers. Furthermore, price remains a critical determinant of purchasing decisions, suggesting that the company should continually review its pricing policies in light of production costs, raw material prices, and market competition. Overall, these findings underscore the value of integrated marketing strategies in boosting consumer purchase decisions.