Quantitative analysis finds that digital marketing boosts relationship marketing and influences purchase decisions in MSMEs, suggesting integration is vital.
Key Points
Digital marketing significantly influences both relationship marketing and consumer purchase decisions.
PLS-SEM analysis shows a strong effect of relationship marketing on purchase decisions, indicating its key role.
The study assesses data from 100 consumers in poultry-based MSMEs in West Java, implying a local context.
Findings emphasize the need for combining digital marketing strategies with relationship-building efforts to enhance loyalty.