Analysis of Digital Marketing Strategy, Product Innovation, and Brand Awareness on Consumer Purchasing Decisions for ‘Es Teh Indonesia’ Tea Beverage Products in Sidoarjo
Analisis Strategi Digital Marketing, Inovasi Produk, dan Brand Awareness Terhadap Keputusan Pembelian Konsumen pada Produk Minuman Teh ‘Es Teh Indonesia’ di Sidoarjo
DOI:
https://doi.org/10.21070/ups.4348Keywords:
Digital Marketing Strategy, Product Innovation, Brand Awareness, Purchase DecisionAbstract
In the current digital era, the development of the internet has reached a higher level of advancement, accelerating and enhancing efficiency in various aspects. Especially within the tea beverage business sector, the latest breakthroughs in digital marketing strategies are being implemented to boost sales of tea products. With numerous tea beverage businesses in Indonesia, competition arises, compelling entrepreneurs to innovate their products. Factors influencing purchasing decisions include brand awareness. The aim of this study is to determine the variables that have the most significant impact on increasing consumer purchasing decisions towards Indonesian Iced Tea products. The method applied in this research is a quantitative approach using both primary and secondary data. A total of 96 respondents were selected using the Lemeshow formula. The results of this research indicate that three variables including digital marketing strategy, product innovation, and brand awareness significantly influence consumer purchasing decisions regarding Indonesian Iced Tea products.
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