Pengaruh Digital Marketing Dan Citra Merk Terhadap Keputusan Pembelian Dimsum (Raffi Dimsum) Bogor
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Digital dan Citra Merek terhadap Keputusan Pembelian Dimsum pada Raffi Dimsum di Bogor. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan sejumlah responden yang merupakan konsumen Raffi Dimsum. Metode penelitian ini menggunakan pendekatan deskriptif dan verifikatif. Teknik analisis menggunakan Structural Equation Modeling dengan software PLS Smart 3.3.9. Temuan dalam penelitian ini menunjukkan bahwa: Digital Marketing mempunyai pengaruh yang signifikan terhadap citra merk, sedangkan digital marketing dan citra merk mempunyai pengaruh yang signifikan terhadap Keputusan Pembelian. Jika digital marketing dan citra merk sudah dilakukan secara maksimal maka akan tertanam secara hasil signifikansi tersebut dan yang perlu dilakukan adalah menjaga citra merk dengan baik agar keputusan pembelian dapat tercapai dengan maksimal.
Kata Kunci. Citra Merek, Digital Marketing, Keputusan Pembelian
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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