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Fitriano, Andre
Universitas Prima Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Physics Public Health Social Sciences Other

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The Influence of Digital Marketing, Brand Awareness, and Sales Promotion on the Purchase Decision of Lenovo Laptop at PT. Dayamega Pratama Martin, Ricky; Fitriano, Andre; Novia, Dessy; Boni, Noviyanti; Surniati, Surniati
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3244

Abstract

This study aims to examine and analyze the influence of digital marketing, brand awareness and sales promotion on purchasing decisions for Lenovo Laptops at PT Dayamega Pratama. The phenomenon studied in this study includes digital marketing because many companies currently rely on sales using digital marketing. And what is interesting in the sales promotion of a product in the absence of promotion can be sold and how much influence sales promotion has on purchasing decisions. Simple random sampling was used as a sampling method. The sample used as many as 151 people. The data analysis method used multiple linear regression. In partial data testing, digital marketing has a positive and significant effect on purchasing decisions, brand awareness has a positive and significant effect on purchasing decisions, and sales promotion has a positive and significant effect on purchasing decisions on purchasing decisions for Lenovo Laptops at PT Dayamega Pratama. In the simultaneous data analysis test, the digital marketing, brand awareness and sales promotion variables showed a positive and significant influence on the purchasing decision of Lenovo Laptops at PT Dayamega Pratama.
Co-Authors Agnes Pratiwi Br Damanik Agung Anggoro, Muhammad Agusman Derita Gea Agustina Agustina Agustina Aldrian Saragih Amir, Afriza Andrew Wijaya Andy Gunawan Angel Miawtanoto Antonny, Elfina Aruan, Deasy Arisandy Bambang Sutejo, Bambang Bimbi Syahputra Lumbantobing Boni, Noviyanti Calvin Fernando Cerly Wyke Ferontica Chandra, Herman Christine, Citra Eva Citra Eva Christine Dina Eldina Marbun Dwi Syah Putri, Tantri Octora Eko Prasasti Damanik Ellin Hakim, Habib Halim, Riandi Henny Pratiwi, Henny Herosian, Mila Yulia Herry Yanto Ice Monika Br Torus Pane Ide Tria Nita Br Ginting Irianti Ismail Nasution Jesiska Tjokro Jesra Jepanes Tarigan Jessy Lim Johan Johan Jovita Jovita Julienda Br Harahap Jurisman Simanjorang Kamelia Tania Katharina, Ninta Kelvin Kelvin Kevin Kevin Kuwangga, Henry Larisa M. Tahir Martin Pangestu Martin, Ricky Mega Ardila Michelle, Michelle Nicholas, Gavriel Novia, Dessy Pangestu, Ivan Patrick Edhieson Pesta Sihombing Pranata, Catri Wirya Purba, Mohd. Nawi Riandi Halim Ricky Chandra Risliana Risliana Sandy Harsono Saputri, Khana Sehtembeate Munthe Sherlly, Sherlly Sindy Sintia Sintia Perbinia Br Ginting Steven Steven Steven Steven Surniati, Surniati Syintia Beby Theresia Monalisa Br Tarigan Tina Aristia Saragih Tina, Agus Tri Kartika Yudha Tri Permata Sari Vincent Vincent, Vincent Viviana Sari Zakaria Wahyuni, Neni Sri Wawan Logika Wiliam, Wiliam Yenny Indah Sari Yerry Thomas Yunior, Khomeiny YUNITA, MELLA Zebua, Yanti Sepitri