Influence of brand awareness, brand image, and digital marketing on purchase interest in pt duta global Indonesia

Femendy Femendy; Nora Pitri Nainggolan

Authors

Femendy Femendy Fakultas Ilmu Sosial dan Humaniora, Universitas Putera Batam
Nora Pitri Nainggolan Fakultas Ilmu Sosial dan Humaniora, Universitas Putera Batam

Keywords:

Brand Awareness, Brand Image, Digital Marketing, Purchase Interest

Abstract

Every company should strive to provide customers with products that meet countless consumer desires and are easily changed. Because not all products marketed meet consumer needs, consumers must make the right decisions in the purchasing process so that their needs are satisfied with the benefits of the products they buy. This research aims to determine the influence of brand awareness, brand image and digital marketing on purchasing interest at PT Duta Global Indonesia. This research design uses a research design and quantitative research methods. Data collection techniques by distributing questionnaires to 100 respondents. The results of this research show that Brand awareness, Brand image, and Digital marketing simultaneously have a positive and significant effect on purchasing interest at PT Duta Global Indonesia. The results of the coefficient of determination test show that the influence of Brand awareness, Brand image, and Digital marketing on purchasing interest at PT Duta Global Indonesia is 62.5 percent, while the rest is influenced by other variables not examined in this research.

Downloads

Download data is not yet available.

References

D. A. Santoso, R. Erdiansyah, and M. A. Pribadi, “Pengaruh Brand Awareness dan Brand Image terhadap Minat Beli Produk Kecantikan Innisfree,” Prologia, vol. 2, no. 2, p. 286, 2019.

L. L. Hakim and Keni, “PENGARUH BRAND AWARENESS, BRAND IMAGE DAN CUSTOMER PERCEIVED VALUE TERHADAP PURCHASE INTENTION,” J. Manaj. BISNIS DAN KEWIRAUSAHAAN, vol. 1, no. 1, pp. 81–86, 2019.

P. S. Tarigan, D. Wahyono, T. Kusumawardhani, S. S. Sairdama, and A. R. Nugraha, “Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over,” JEMSI (Jurnal Ekon. Manajemen, dan Akuntansi), vol. 9, no. 4, pp. 1431–1439, 2023.

K. Indah and A. Budiatmo, “Pengaruh Brand Image Dan Brand Awareness Terhadap Minat Beli Sepeda Motor Honda Scoopy Dengan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Pt. Nusantara Sakti Di Kota Semarang),” J. Ilmu Adm. Bisnis, vol. 7, no. 5, pp. 113–122, 2018.

Z. H. Nurhayat and D. W. Ariani, “Pengaruh Brand Awareness, Digital Marketing, dan Brand Equity Terhadap Niat Beli Konsumen Sepatu Nike,” Innov. J. Soc. Sci. …, vol. 3, pp. 13176–13184, 2023,

A. L. Stywati, M. Roni, and D. Palembang, “Pengaruh Brand Image dan Digital Marketing Terhadap Keputusan Pembelian Produk Kosmetik,” Manag. Stud. Entrep. J., vol. 4, no. 6, pp. 7648–7656, 2023.

S. Thutur Pangestu and Poerbo, “The Analysis Influence of Brand Image, Brand Awareness and Brand Trust On Decisions Using Delivery Services PT ID Express Central Java,” J. Admisi dan Bisnis, vol. 22, p. 1, 2021.

Izzah Nur Masyithoh and Ivo Novitaningtyas, “Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Pada Marketplace Tokopedia,” J. Manaj. Bisnis Kreat., vol. 7, no. 1, 2021.

H. Nora Pitri Nainggolan, “JURNAL ILMIAH MANAJEMEN dan BISNIS,” J. iImiah Manaj. Dan Bisnisurnal iImiah Manaj. Dan Bisnis, vol. 19, no. 1, pp. 64–72, 2018.

H. Yumatri Utomo and S. Purwanto, “The Influence Of Social Media Marketing, Brand Image And Trust On Repeat Purchase On Bukalapak Marketplace Pengaruh Social Media Marketing, Brand Image Dan Trust Terhadap Repeat Purchase Pada Marketplace Bukalapak,” Manag. Stud. Entrep. J., vol. 3, no. 6, pp. 3519–3525, 2022.

V. G. Manalu and I. Akbar, “Analisis Pengaruh Brand Awareness dan Brand Image terhadap Minat Pembelian dan Kaitannya dengan Inisiasi One Village One Product di Kabupaten Kulingan,” J. Chem. Inf. Model., vol. 14, no. 2, pp. 178–189, 2020.

K. Pandiangan, M. Masiyono, and Y. Dwi Atmogo, “Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty,” J. Ilmu Manaj. Terap., vol. 2, no. 4, pp. 471–484, 2021.

I. Fitrawan Putro, V. Riorini, and P. N. Aldo, “Jurnal Multidisiplin Indonesia PENGARUH DIGITAL MARKETING, BRAND IMAGE DAN BRAND TRUST TERHADAP PURCHASE INTENTION SMARTPHONE APPLE,” J. Multidisiplin Indones., vol. 1, no. 4, pp. 1221–1229, 2022.

A. Prayogo et al., “Pengaruh Brand Image , Viral Marketing dan Brand Awareness Terhadap Minat Beli Konsumen,” J. Ilmu Multidisiplin, vol. 1, no. 4, pp. 754–763, 2023.

R. A. Maulidi, D. Ai, and L. Yuliati, “Pengaruh Tingkat Brand Awareness terhadap Minat Beli Apple iPhone,” ISEI Bus. Manag. Rev., vol. I, no. 1, pp. 7–18, 2017.