PENGARUH DIGITAL MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN
Dublin Core
Title
PENGARUH DIGITAL MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN
Subject
Digital marketing, Brand image, Consumer trust, Purchase decision
Description
This study aims to determine the effect of digital marketing and brand image on the decision to purchase batik clothes on the TikTok shop pplication. This study also aims to determine
the effect of consumer trust mediating the relationship between digital marketing and brand
image on the decision to purchase batik clothes on the TikTok shop application. This type of research is quantitative with a sample of 100 respondents. The data collection technique used is a questionnaire. The data analysis method in this study is multiple linear regression. The results of the study show that the digital marketing variable has a significant effect on purchasing decisions with a t-count value of 3.396> t-table 1.660, and a significance value
of 0.001 <0.05. The brand image variable has a significant effect on purchasing decisions with a t-count value of 4.913> t-table 1.660. It can be concluded that by using the right digital marketing strategy, businesses can reach more consumers, build relationships with them, and encourage them to buy their products or services. By using digital marketing effectively, businesses can increase their sales and profits. Businesses can use a variety of
strategies to build a positive brand image, such as providing high-quality products or services, providing good customer service, and building effective communication with consumers.
the effect of consumer trust mediating the relationship between digital marketing and brand
image on the decision to purchase batik clothes on the TikTok shop application. This type of research is quantitative with a sample of 100 respondents. The data collection technique used is a questionnaire. The data analysis method in this study is multiple linear regression. The results of the study show that the digital marketing variable has a significant effect on purchasing decisions with a t-count value of 3.396> t-table 1.660, and a significance value
of 0.001 <0.05. The brand image variable has a significant effect on purchasing decisions with a t-count value of 4.913> t-table 1.660. It can be concluded that by using the right digital marketing strategy, businesses can reach more consumers, build relationships with them, and encourage them to buy their products or services. By using digital marketing effectively, businesses can increase their sales and profits. Businesses can use a variety of
strategies to build a positive brand image, such as providing high-quality products or services, providing good customer service, and building effective communication with consumers.
Creator
Rizky Ramadhan Aprian Aditama, Nike Larasati, Mutya Paramita Pratita
Source
http://jam.stieykpn.ac.id/index.php/jam/issue/view/149
Publisher
STIE YKPN Yogyakarta
Date
Agustus 2024
Contributor
Sri Wahyuni
Rights
E-ISSN 2621-704X (Online) / P-ISSN 2621-7031 (Cetak)
Format
PDF
Language
Indonesian
Type
Text
Coverage
Jurnal Akuntansi dan Manajemen STIE YKPN Yogyakarta 2024
Files
Collection
Citation
Rizky Ramadhan Aprian Aditama, Nike Larasati, Mutya Paramita Pratita, “PENGARUH DIGITAL MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN,” Repository Horizon University Indonesia, accessed December 28, 2024, https://repository.horizon.ac.id/items/show/5852.