PENGARUH PROMOSI DIGITAL DAN PERSONALISASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RIA FLORIST MEDAN

This study aims to analyze the effect of digital promotion and product personalization on consumers' purchasing decisions at Ria Florist Medan, both partially and simultaneously. A quantitative approach with a survey method was used. Primary data were collected through a Likert-scale questionnaire distributed to 83 respondents selected by purposive sampling from a population of 486 consumers, with the sample size determined using the Slovin formula. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination with SPSS version 26. The results show that digital promotion (t = 3.696; sig. 0.000) and product personalization (t = 6.393; sig. 0.000) each have a positive and significant effect on purchasing decisions. Simultaneously, both variables have a positive and significant effect (F = 163.781 > 3.11; sig. 0.000) with a coefficient of determination of 0.804, meaning that 80.4% of the variation in purchasing decisions is explained by both variables. Product personalization has the more dominant influence. In conclusion, effective social media promotion combined with customizable products strengthens consumers' purchasing decisions in the florist business.