Optimized Digital Marketing Through People, Process and Physical Evidence on the Decision to Choose SMEs Products in the Food and Beverage Business in Klambir Lima Village

Abstract

This study aims to determine whether People, Process and Physical Evidence simultaneously influence the decision to choose SMEs products. This research used descriptive data analysis method, multiple regression analysis with t-test (partial test), F test (simultaneous test) and coefficient of determination test (R2). This research test tool uses a multiple linear regression model. The conclusions that can be drawn from the test results are that simultaneously and partially People, Process and Physical Evidence influence the decision to choose SMEs products. The implications of this research result show that the marketing process through people, process and physical evidence is very important to attract consumers to buy food and beverage products produced by SMEs in Klambir Lima.