Pengaruh Digital Marketing dan Brand Image terhadap Keputusan Pembelian Produk Skincare Glad2Glow
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Abstract
This study aims to determine the effect of Digital Marketing and Brand Image on
Purchase Decisions for Glad2Glow skincare products. This study is motivated by
the development of the increasingly competitive beauty industry, so that companies
are required to build a strong brand image and utilize digital marketing effectively.
This study uses a quantitative statistical method. The sample in this study
amounted to 96 respondents selected using the Cochran formula with the
assumption of an unlimited population. Data collection techniques were carried out
by distributing online questionnaires to consumers who had purchased Glad2Glow
products. Data analysis was carried out using validity tests, reliability, multiple
linear regression, t-test (partial), and F-test (simultaneous) with the help of the
SPSS version 23 application. The results of the study showed that both digital
marketing and brand image had a positive and significant effect on purchasing
decisions, both partially and simultaneously. With the results of the T test value of
variable X1 of 3.622> 1.661 and a significance value of 0.000 <0.050 and the results
of X2 of 11.039> 1.661 and a significance value of 0.000 <0.050. While the results
of the F test are 189.755> 3.094 and have a significance value of 0.000 <0.050.
From the results of the determination test, it is known that the two independent
variables are able to explain 79.9% of the variation in purchasing decisions, while
the rest is influenced by other factors outside this study.
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