The Influence of Digital Marketing in Building Brand Awareness Against Purchasing Decisions and Sales Volume

Authors

  • Muhammad Zuhdi Syihab Universitas Esa Unggul, Indonesia , Indonesia
  • Dimas Angga Negoro Universitas Esa Unggul, Indonesia , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i1.5974

Keywords:

Digital Marketing, Awareness, Sales

Abstract

The development of the era is accompanied by advances in technology, the means of promotion are increasing, such as through the use of Internet media. With this media, companies don't need a lot of money to promote their products, in addition to its very wide reach. This research is explanatory research, which will explain something. This research will prove the relationship between existing variables: digital marketing, as the independent variable, brand awareness as the intervening variable and purchasing decisions as the dependent variable. The 100 respondents who filled out the research questionnaire consisted of 54.8% women and 45.2% men, with an age group of 16.3% under 17 years, 43.3% in the age range 17-25 years, 35.6% 26-49 years and 4.8% in the age above 50 years. The results of the first test state that digital marketing has a positive and significant influence on brand awareness. So, the more aggressively a product is doing digital marketing, the higher the awareness of a product brand offered to the public.

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Published

10-04-2023

How to Cite

Syihab, M. Z. ., & Negoro, D. A. . (2023). The Influence of Digital Marketing in Building Brand Awareness Against Purchasing Decisions and Sales Volume. Jurnal Pendidikan Tambusai, 7(1), 4672–4678. https://doi.org/10.31004/jptam.v7i1.5974

Issue

Vol. 7 No. 1 (2023): April 2023

Section

Articles of Research

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