Utilization of Digital Marketing, Brand Awareness, and Electronic Word of Mouth to Influence Cunsumer’s Purchase Interest in Local Brand Skincare Products
Pemanfaatan Digital Marketing, Brand Awareness, Serta Electronic Word of Mouth Dalam Mempengaruhi Minat Beli Konsumen Pada Produk Skincare Merek Lokal
DOI:
https://doi.org/10.21070/ups.3086Keywords:
Digital Marketing, brand awareness, E-womAbstract
The use of social media can affect consumer buying interest. This consumer involvement can be one of the driving forces in purchasing decisions such as recommendations, product ratings, reviews and reviews on social media. Marketing is an activity to run a business by fulfilling market needs and wants by designing goods and services, setting prices, offering and promoting through exchange processes to make consumers reach the desired target. This research method uses an inductive, objective and scientific quantitative research approach. Data sources and data collection techniques use local skin care products. Data collection technique using non-probability sampling technique. The sample in this study used Paul Leedy's formula [26]. Data analysis techniques using SPSS software version 24.
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