THE EFFECT OF USING DIGITAL PLATFORMS ON PURCHASE INTENTION (CASE STUDY AT MINIMARKET 31 IN PASURUHAN LOR VILLAGE, KUDUS)

Abstract

The development of digital technology has brought significant changes in consumer behavior, including in
shopping activities in Indonesia. Minimarket 31 in Pasuruhan Lor Village, Kudus, seeks to utilize digital
platforms to attract consumers and increase sales amid fierce competition. This study aims to examine the
ef ect of using digital platforms on consumer purchase intention. The research sample was taken through
a method called purposive sampling, which was derived from a Google Form questionnaire distributed to
150 consumer respondents of Minimarket 31. Data analysis using the SmartPLS version 3 application
using the Partial Least Square (PLS) method. The results of this study indicate that digital platforms
influence purchase intention. It is hoped that these findings can improve company management and help
it continue to develop more innovative and interactive digital marketing strategies to improve customer
experience and strengthen relationships with consumers. This ef ort will not only encourage increased
purchase intention but also strengthen Minimarket 31's position in the local market.