The Effect Of Digital Marketing And Brand Awareness Of Intention To Visit Millennials Generation To Tanjung Lesung

Rieke Rinova, Ni Made Dwiyana Rasuma Putri2

Abstract


This research aims to determine the effect of digital marketing and brand awareness on intention to visit. The population in this study was 120 millennials. The research sample was determined by purposive sampling method of 93 samples from 120 people. The method of data analysis used is multiple linear regression analysis. The results showed that digital marketing variables (X1) contribute positively, so the better digital marketing is managed, the increased intention to visit. This is comparable to the variable Brand Awareness (X2) that has a positive effect, so that the increasing awareness of the community, especially millennials who know Tanjung Lesung, then increase the intention to visit. Simultaneously in this multiple regression research Digital Marketing (X1) and Brand Awareness (X2) effect of Intention to Visit (Y) this is shown from the results of Fvalue < Ftable or 0.000 < 0.05.

Keywords: Digital Marketing, Brand Awareness, Visit Intention


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