Pengaruh Digital Marketing, Brand Image Dan Influencer Marketing Pada Keputusan Pembelian Scarlett Whitening Di Shopee
Keywords:
Digital Marketing, Brand Image, Influencer Marketing, Purchase DecisionAbstract
This study aims to determine the significance of the simultaneous and partial influence of digital marketing, brand image, and influencer marketing variables on the purchase decision of Scralett Whitening at Shopee, as well as to determine the variables that have a dominant influence. The data collection technique used a questionnaire, and the data analysis used multiple linear regression analysis. The results of the study obtained multiple linear regression equations showing (Y = 0.011 + 0.444X1 + 0.313X2 + 0.166X3 + e) it can be concluded that partially, digital marketing and brand image variables have a positive and significant effect on purchasing decisions on Scarlett Whitening products at Shopee while the influencer marketing variable has no significant effect on the decision to purchase Scarlett Whitening products at Shopee. Simultaneously, digital marketing, brand image and influencer marketing variables have a positive and significant effect on purchasing decisions for Scarlett Whitening products at Shopee. Based on the results of this study, it shows that people who use Scarlett Whitening products are not influenced by influencer marketing but look at digital marketing and brand image. So company management should always maintain digital marketing and brand image to increase consumer interest in using Scarlett Whitening products.
References
Afrina Yasmin, Sadia Tasneem, K. F. (2015). Effectiveness of Digital Marketing in the Challenging Age. International Journal of Management Science and Business Administration. 1(5), 69–80.
Agusli, Devonalita and Kunto, Yohanes, S. (2013). Analisa Pengaruh Dimensi Ekuitas Merek Terhadap Minat Beli Konsumen Midtown Hotel Surabaya”. Manajemen, 1.
Arti Sukma Lengkawati Taris Qistan Saputra. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Jurnal Pengembangan Manajemen, Bisnis, Keuangan Dan Perbankan, 18(1), 33–38. https://jurnal.stieyasaanggana.ac.id/
As’ad, H. A.-R., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan The Influencce of Social Media on the Domestic Tourist’s Travel Motivation Case Study : Kota Tua Jakarta,Indonesia. The Influencce of Social Media on the Domestic Tourist’s Travel Motivation Case Study : Kota Tua Jakarta,Indonesia, 3(Corrent Journal of Applied Sciences and Technology, ISSN;-24571024, 09), 334–345.
Azizah, U. (2020). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Nasabah Produk Tabungan Faedah Brisyariah iB (Survei pada Nasabah Bank BRI Syariah KCP Purbalingga). Repository LAIN Purwokerto.
Aaker, & Biel, d. A (2009). Brand Equity and Advertising: Advertising Role in Building Strong Brand. Hillsdale: Lzwrance Elbaum Associiation, inc.,.
American Marketing Association (AMA) Yang dikutip oleh Philip Kotler dan Kevin Lane Keller. 2016.
A shimp, Terence, (2007), Periklanan Promosi (Aspek Tambahan Komunikasi Pemasaran Terpadu). Jilid I, edisi Terjemahan, Jakarta: Erlangga.
Batu, R. L., Situngkir, T. L., Krisnawati, 1., & Halim, S. (2019). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platform Belanja Online Shopee. Ekonomi & Bisnis, 144–152.
Ferdinand, A. (2014). Metode Penelitian Manajemen. BP Universitas Diponegoro.
Fransisco, P. M. (2013). Pengaruh brand image terhadap keputusan pembelian" . Jurnal Ilmu Administrasi, 1-7.
Gede Wisnu Saputra, I. G. A. K. S. A. (2020). Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Grenny Joseph, Patterson Kerry, Maxfield David, McMillan Ron, Switzler AL., 2013. Influencer. Dunamis Publishing.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (Edition 10).
Hisam, S. (2018). Digital Marketing: Pengertian Menuru Para Ahli (Manfaat- Kelebihan-Kekurangan).
Jagdish, N.S. & Sharma, A. (2005). International E‐ marketing: Opportunities and issues, 22(6), 611 - 622.
Jasmani, Nurjaya, Erlangga, OKtarani, S. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada PT. Wahana Motor di Wilayah Ciajur.
Jayanti Sukma Wardhani. (2020). Pengaruh Content Marketing Dan Influencer Terhadap Purchase Intention Generasi Milenial Dalam Menggunakan Layanan Jasa Bank Syariah Dengan Viral Marketing Sebagai Variabel Intervening Di Era 4.0. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Kotler dan Keller. (2012). Manajemen Pemasaran (Edisi 12). Erlangga.
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). IMPLEMENTASI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3). https://doi.org/10.35137/jmbk.v7i3.349
Meyliana, M. (2011). Analisa Strategi E-Marketing dan Implementasinya pada Rental Company. Binus Business Review, 2(1), 31. https://doi.org/10.21512/bbr.v2i1.1109
Musay, F. . (2013). Pengaruh brand image terhadap keputusan pembelian (survey pada konsumen KFC Kawi Malang). Malang: Universitas Brawijaya.
Nasdini, Y. (2012). Digital Marketing Strategis that Millenials Find Appealing, Motivating, or just Anoying. Journal of Strategic Marketing. Vol. 19, No.6, Pp 489-499.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
