The Influence of the User Interface and Social Media Marketing in Increasing Purchase Decission MSME Banyumas Tempeh Chips

Abstract

Banyumas Regency based on data from the Small and Medium Enterprises Cooperative Office of Central Java province as of 2023 has 8,549 registered MSMEs where around 40% of the total MSMEs are tempeh chip entrepreneurs. The tempe chip MSMEs are of course never separated from the various existing problems, namely the decline in sales of tempe chips which has an impact on decreasing monthly and even annual income, resulting in a decrease in operating profit. The purpose of this study was to examine the influence of user interface and social media marketing variables on purchasing decision variables. The sample used in this study was 97 respondents with a purposive sampling technique. Based on the results of research conducted using Smart PLS, it shows that user interface and social media marketing variables are have a positive effect toward purchasing decision variables. the ability of MSMEs to improve the quality of the user interface will increase consumer purchase decisions. The better the use of social media will increase consumer purchase decisions. The implication of this research is that the results of the research are able to become the resources for MSME tempeh chip in determining the right strategy to improve their purchase decision.