The Dynamic Linkage between Climate Risk, Islamic Banking, and Wealth Distribution : VECM Evidence in OKI

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the Indonesian economy, including in the Province of Bangka Belitung. According to the Cooperative and SME Office, MSME growth data reached 200,132 at the end of 2023, an increase from previous years. The development of information and communication technology has also changed market interactions, making digital marketing a marketing strategy to expand the reach and increase sales of MSMEs. Students, as active users of social media, have also become one of the targets of MSME players. In the student environment, closeness between peers, such as classmates, friends in the same organization, and friends in the same boarding house, is also one of the factors that influence consumption behavior and purchasing interest. This study aims to determine the influence of digital marketing and peers on students' interest in purchasing MSME products in Bangka Belitung, both partially and simultaneously. The research method used a quantitative approach. The data used was primary data obtained through the distribution of questionnaires to students of the Sharia and Islamic Economics Faculty with a sample of 140 students. Sampling was done using non-probability sampling with purposive sampling techniques and measurement using a Likert scale. The data was obtained using the SPSS version 25.0 program with multiple linear regression analysis techniques. The data analysis used in this study consisted of validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression tests, and hypothesis tests (t-test, f-test, and R2 coefficient determination). The results of this study indicate that: 1) Digital marketing partially influences purchase interest with a value of (t-count = 4.378 > t-table = 1.977) or a significant value of 0.000 < 0.05. 2) The influence of peers partially affects purchase interest with a value of (tcount = 10.959 > t-table = 1.977) or a significant value of 0.000 <0.05. 3) The simultaneous effect of Digital Marketing and Peers on Purchase Interest is significant with a value of (calculated f = 228.872 > table f = 3.06) and a significance level of 0.000 < 0.05.