Enhancing Oyster Mushroom Purchase Decisions Through Digital Promotion And Packaging Innovation With Purchase Intention As An Intervening Variable

Abstract

This study analyzes the effects of digital promotion and packaging innovation on consumer purchase decisions through purchase intention as a mediating variable for oyster mushroom micro, small, and medium enterprise products in Cirebon City. Increasing digitalization and competition in the food sector require small businesses to strengthen product visibility and attractiveness. A quantitative survey was conducted using questionnaires administered to 160 oyster mushroom consumers in Cirebon City, and the data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The results show that digital promotion positively and significantly affects purchase decisions (β = 0.387; p = 0.000) and purchase intention (β = 0.238; p = 0.006). Packaging innovation also positively and significantly affects purchase decisions (β = 0.288; p = 0.006) and purchase intention (β = 0.318; p = 0.000). Purchase intention positively affects purchase decisions (β = 0.215; p = 0.011). However, purchase intention does not mediate the effects of digital promotion (β = 0.051; p = 0.057) or packaging innovation (β = 0.069; p = 0.460) on purchase decisions. These findings emphasize direct improvements in digital promotion and packaging as practical priorities.