Digital Marketing for Sustainable Development: Boosting Sambel Pecel Mbok Be Khas Madiun’s Purchase Intention
Description
Abstract. In the era of Industrial Revolution 5.0, the rapid advancement of information technology has revolutionized global business landscapes through extensive digitalization. This widespread integration of digital technologies has ushered in a new era of business practices characterized by digitalization, fundamentally transforming traditional methods into modern ones. At the heart of this transformation lies digital marketing, playing a crucial role in reshaping how businesses engage with customers and increasing purchase intention. This study investigates the impact of digital marketing strategies on purchase intention on Sambel Pecel Mbok Be Khas Madiun. Aligned with Sustainable Development Goals 8 (SDGs 8) - Decent Work and Economic Growth, this research aims to explore how digital marketing initiatives contribute to economic growth and job creation within a local business context. Data were collected through an online questionnaire distributed to 120 respondents, including customers and potential customers of Sambel Pecel Mbok Be Khas Madiun, using a non-probability purposive sampling technique. Analysis using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the support of SmartPLS 3.0 software. The results demonstrate the significant and positive influence of digital marketing strategies such as Search Engine Optimization (SEO), social media marketing, and content marketing on purchase intention for products offered by Sambel Pecel Mbok Be Khas Madiun.