Pengembangan Promosi Berbasis Media Digital untuk Meningkatkan Minat Pembelian Produk UMKM di Kelurahan Fatukoa Kota Kupang

This research by Heni Haryati Lassa (31122028) entitled “The Development of Digital Media–Based Promotion to Increase Purchase Intention of MSME Products in Fatukoa Village, Kupang City”, supervised by Mr. Adrianus Ketmoen, S.E., M.M. and Mrs. Maria Imakulata Pongge, S.E., M.Ec., Dev, discusses the role of digital media–based promotion in increasing purchase intention for MSME products. This study aims to analyze the effect of digital media–based promotion, ease of use, and trust on the purchase intention of MSME products in Fatukoa Village, Kupang City. The method used is a quantitative approach with a survey of 68 MSME owners who use digital media as a promotional tool, selected from a population of 214 MSMEs using the Slovin formula. The data were analyzed using SPSS through descriptive statistics, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results show that promotion and trust have a positive and significant effect on purchase intention, while ease of use has a negative and significant effect. Simultaneously, the three variables have a significant effect on purchase intention with an F-value of 6.960 and R² of 0.246. This indicates that promotion and trust are the main factors in increasing MSME product purchase intention, while ease of use needs to be managed more effectively so that it does not reduce purchase intention.