DOI of the published article https://doi.org/10.30738/md.v10i1.21408
The Effect of Digital Marketing, Brand Image, and Brand Awareness on Purchasing Decisions on Moisturizer Products in Sidoarjo
Pengaruh Digital Marketing, Brand Image, dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Moisturizer di Sidoarjo
DOI:
https://doi.org/10.21070/ups.9800Keywords:
Digital Marketing, Brand Image, Brand Awaraness, Purchasing DecisionsAbstract
This research was conducted to find out whether there is an influence of Digital Marketing, Brand Image and Brand Awareness on purchasing decisions for Moisturizer products. This research method uses a quantitative approach with the population of Sidoarjo people who have bought Moisturizer products and are more than 17 years old.. The sampling technique uses a non-probability sampling method through a purposive sampling approach with a total of 100 consumers as respondents. The data collection method is through distributing questionnaires and answers are measured using a Likert scale. Data analysis was carried out using the PLS- SEM method using SmartPLS 3.0 software. The results of the study prove that digital marketing, brand image, and brand awareness influence consumer purchase decisions.
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