The Effect of Digital Marketing, Price, and Location on Purchasing Decisions at the Hamidum Broiler-Chicken Micro-Enterprise, Central Lampung

Abstract

This study examines the effect of digital marketing, price, and location on purchasing decisions at the
Hamidum broiler-chicken micro-enterprise in Depokrejo Village, Central Lampung. A quantitative
approach was applied, with a sample of 100 consumers selected through accidental sampling, and the
data were analysed using multiple linear regression in SPSS, preceded by classical assumption tests of
normality, linearity, and homogeneity. The results show that digital marketing, price, and location
each have a positive and significant partial effect on purchasing decisions, and that the three variables
jointly exert a significant simultaneous effect, explaining 21.0 percent of the variance in purchasing
decisions. Price recorded the largest standardised effect, indicating that competitive and value-
congruent pricing is the most influential determinant, followed by location and digital marketing.
These findings indicate that purchasing decisions are shaped by a combination of effective digital
promotion, appropriate pricing, and a strategically accessible location. The low coefficient of
determination indicates that other factors also influence purchasing decisions. The study contributes to
marketing-mix research in agribusiness micro-enterprises and recommends that the enterprise
strengthen digital marketing, align pricing with product value, and maintain an accessible and
comfortable business location