Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image

  • Budi Harto Universitas Pendidikan Indonesia
  • Abdul Rozak Universitas Pendidikan Indonesia
  • Arief Yanto Rukmana Universitas Pendidikan Indonesia
Keywords: Digital Marketing, Brand Image, Keputusan Pembelian

Abstract

Semakin banyak penyedia atau produsen produk dan jasa berimplikasi terhadap konsumen semakin selektif dalam memiliki produk maupun jasa. Banyaknya pilihan produk dan jasa, konsumen melakukan pencarian informasi dan memilih brand yang lebih dikenal oleh masyarakat sehingga mempengaruhi keputusan pembelian.  Penelitian secara empiris ini bertujuan untuk menguji dan membuktikan pengaruh strategi marketing melalui digital marketing terhadap keputusan pembelian dimana variabel brand image merupakan mediasi. Data dikumpulkan dengan menggunakan teknik purposes sampling dimana 350 responden yang bertransaksi di Belah Doeren Bandung. Berdasarkan hasil analisis linier berganda dan sobel test menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dan brand image (sebagai variabel moderasi) dapat memperkuat atau meningkatkan pengaruh variabel Digital Marketing terhadap variabel keputusan pembelian.

 

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Published
2021-06-30
How to Cite
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67-74. https://doi.org/10.38204/atrabis.v7i1.546