THE ASSOCIATIONS OF INSTAGRAM-BASED DIGITAL MARKETING AND PRODUCT VARIETY WITH CONSUMER PURCHASE DECISIONS: EVIDENCE FROM A TRADITIONAL BLACKSMITHING BUSINESS

Abstract

Purpose: This study aims to analyze the effects of Instagram-based digital marketing and product variety on consumer purchase decisions at Pandhe Besi, a traditional blacksmithing business in Sungai Penuh City, Jambi, Indonesia. The study specifically examines the partial and simultaneous effects of both independent variables on consumer purchase decisions. Design/methodology/approach: This study employed a quantitative research approach. Data were collected through questionnaires distributed to 60 Pandhe Besi consumers using accidental sampling. The research variables consisted of Instagram-based digital marketing (X1), product variety (X2), and purchase decision (Y). The data were analyzed using validity and reliability tests, descriptive analysis, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) using SPSS. Findings: The results indicate that Instagram-based digital marketing does not have a statistically significant effect on consumer purchase decisions (t = -0.499; p = 0.622 > 0.05). In contrast, product variety has a positive and significant effect on purchase decisions (t = 6.454; p < 0.001). Simultaneously, Instagram-based digital marketing and product variety significantly affect consumer purchase decisions (F = 20.888; p < 0.001). The model explains 57.8% of the variance in purchase decisions. Research implications: The findings highlight that product variety is a key factor influencing consumer purchase decisions at Pandhe Besi. Therefore, business managers should prioritize maintaining and expanding product variety while improving the quality, responsiveness, and informativeness of Instagram-based marketing communication. The study also contributes to the literature by providing empirical evidence on digital marketing and consumer behavior in the context of traditional local craft businesses.