PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER SKINTIFIC DI SURABAYA
Article Sidebar
Digital Marketing, Brand Awareness, Brand Image, Keputusan Pembelian
Main Article Content
Abstract
This study aims to analyze the influence of Digital Marketing, Brand Awareness, and Brand Image on purchasing decisions of Skintific moisturizer products in Surabaya. This study uses a quantitative method with a survey approach, involving 100 respondents who are Skintific moisturizer users in Surabaya, who were selected by purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 30. The results of the study indicate that the variables Digital Marketing, Brand Awareness, and Brand Image partially and simultaneously have a positive and significant effect on purchasing decisions. Of the three variables, Brand Image has the most dominant influence. This study concludes that effective digital marketing strategies, good brand awareness, and positive brand image play an important role in driving consumer purchasing decisions.
Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing, Brand Awareness, dan Brand Image terhadap keputusan pembelian produk moisturizer Skintific di Surabaya. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, melibatkan 100 responden pengguna moisturizer Skintific di Surabaya, yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan SPSS versi 30. Hasil penelitian menunjukkan bahwa variabel Digital Marketing, Brand Awareness, dan Brand Image secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Dari ketiga variabel tersebut, Brand Image memiliki pengaruh paling dominan. Penelitian ini menyimpulkan bahwa strategi pemasaran digital yang efektif, tingkat kesadaran merek yang baik, dan citra merek yang positif memainkan peran penting dalam mendorong keputusan pembelian konsumen.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Agustin, R., Hendriani, S., & Syapsan, S. (2020). The Effect of Brand Image and Service Quality on The Decision to Choose With Word of Mouth as Mediation Variable at Prof. Dr. Tabrani Hospital Pekanbaru. International Journal of Economics, Business And Applications, 5(2), 25-44. https://doi .org/ 10.31258/ijeba.5.2.25-44
Assosiasi Penyelenggara Jasa Internet Indonesia (APJII) 2017. Laporan Survei Profil Internet Indonesia. Jakarta: Assosiasi Penyelenggara Jasa Internet Indonesia(ID). https://apjii.or.id/content/read/39 /559/Laporan-Survei-Profil-Internet-Indonesia 2022 (Diakses pada 22 Oktober 2024)
Belch, G. E., & Belch, M. A. (2018). Advertising & Promotion: An Integrated Marketing Communications Perspective, 11th Edition. New York: McGraw-Hillm Education.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing. In Strategy, Implementation and Practice (6th ed.). Harlow: Pearson Education.
Ferdiansa, B. A., Ayuanti, R. N., & Saputra, B. M. (2024). Pengaruh Digital Marketing, Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Umkm Di Kampung Lele Kediri. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 12(6), 41-50.
Firmansyah, M. A. (2019). Pemasaran Produk Dan Merek (Planning & strategy). Surabaya: CV. Penerbit Qiara Media
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Iqbal, M. (2021). Efektivitas Digital Marketing terhadap Kualitas Layanan pada Usaha di Masa Pandemi Covid-19 (Studi Kasus di Aceh). JEMSI: Jurnal Ekonomi, Manajemen, dan Akuntansi, 7(2), 83–93. https://doi.org/10.358 70/jemsi.v7i2.609
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education.
Maddinsyah, A. (2023). Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Pampers Merek Certainty. Jurnal Ilmiah Swara Manajemen (Swara Mahasiswa Manajemen), 3(2), 374–387. https:// doi.org/10.32493/jism.v3i2.31438
Malik, R. (2017). Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in Udupi. International Journal for Innovative Research in Science & Technology (IJIRST), 3(8), 78-87.
Oktavian, H. R., & Rosyadi, I. (2024). Pengaruh Digital Marketing, Electronic Word Of Mouth, Dan Lifestyle Terhadap Keputusan Pembelian Pada Marketplace Tokopedia. Journal of Economic, Bussines and Accounting (COSTING), 7(6), 8544-8554.
Onsardi, O., Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19. https://doi.org/10.32663/crmj.v5i2.309
Pramudita, R., Chamidah, S. & Wahyuningsih, D. W. (2022). Pengaruh Brand Image, Brand Trust dan Brand Satisfcation Terhadap Brand Loyalty Pengguna Marketplace Tokopedia. ISOQUANT: Jurnal Ekonomi, Manajemen dan Akuntansi. 6(2), 238–248.
Sopini, P., & Susanti, E. (2024). Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Kasus pada Masyarakat Kec. Muara Sabak Timur Kab. Tanjabtim Provinsi Jambi). Eksis: Jurnal Ilmiah Ekonomi dan Bisnis, 15(2), 154-161.
Sugiyono (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International journal of management science and business administration, 1(5), 69-80.