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

The development of digital technology has brought significant changes in consumer behavior, including inshopping activities in Indonesia. Minimarket 31 in Pasuruhan Lor Village, Kudus, seeks to utilize digitalplatforms to attract consumers and increase sales amid fierce competition. This study aims to examine theef ect of using digital platforms on consumer purchase intention. The research sample was taken througha method called purposive sampling, which was derived from a Google Form questionnaire distributed to150 consumer respondents of Minimarket 31. Data analysis using the SmartPLS version 3 applicationusing the Partial Least Square (PLS) method. The results of this study indicate that digital platformsinfluence purchase intention. It is hoped that these findings can improve company management and helpit continue to develop more innovative and interactive digital marketing strategies to improve customerexperience and strengthen relationships with consumers. This ef ort will not only encourage increasedpurchase intention but also strengthen Minimarket 31's position in the local market.