Pengaruh digital marketing dan citra merek terhadap keputusan pembelian produk ms glow

Ramadhan, Bella (2024) Pengaruh digital marketing dan citra merek terhadap keputusan pembelian produk ms glow. Bachelor (S1) thesis, Wijaya Kusuma Surabaya Univercity.

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Abstract

Background – Digital marketing refers to the advertising of goods or products using internet media. It enables businesses to monitor and provide everything consumers need easily. Consumers can search for and obtain information about desired products simply by accessing the internet, facilitating the product search process. Brand image is the consumer's perception of a brand, reflecting the associations in the consumer's mind and influencing their behavior in making choices. Digital marketing and brand image are factors that can affect the purchasing decisions of Ms Glow products. Objective – This study aims to determine whether digital marketing and brand image collectively influence the purchasing decisions of Ms Glow products. Design / Methodology / Approach - This research employs a quantitative approach. The population consists of 100 individuals using Ms Glow products at aesthetic clinics in West Surabaya, selected using purposive sampling. Data collection methods involve questionnaires, and the analysis method used is multiple linear regression. Findings – Based on the research results, it was found that digital marketing does not significantly influence purchasing decisions, while brand image significantly and dominantly affects purchasing decisions. Research Implication – This study provides important insights into the influence of digital marketing and brand image on the purchasing decisions of Ms Glow products. Although digital marketing does not show a significant impact, these findings highlight the need for the company to evaluate its digital marketing strategies. Limitations – The study lacks consideration of other variables, such as product quality and price, which could also affect purchasing decisions. Keyword: Digital Marketing, Brand Image, Purchasing Decisions

Item Type:	Thesis (Bachelor (S1))
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Faculty of Economic and Business
Depositing User:	Bella bella bella
Date Deposited:	24 Sep 2024 05:23
Last Modified:	24 Sep 2024 05:23
URI:	http://erepository.uwks.ac.id/id/eprint/19200

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