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All Journal Journal of Management, Economic, and Financial
Ihya Raihan Izzuddin
Swadaya Gunung Jati University, Cirebon
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Influence Of Digital Marketing And Brand Image On Purchasing Decisions At The Indomobil Plaza Dealer In Indramayu Griesthalia Cantik Lusyana; Ika Nurjannah Nurjannah; Ihya Raihan Izzuddin; May Dedu
Journal of Management, Economic, and Financial Vol. 2 No. 4 (2024): Journal of Management, Economic and Financial
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jmef.v2i4.41

Abstract

This study aims to explore the extent to which digital marketing and brand image impact purchasing decisions. The research employs a quantitative approach, collecting data through research instruments and analyzing it descriptively. A sample of 48 respondents was selected using the Slovin method, and SPSS 25 was used for data analysis, including validity, reliability, linearity, multicollinearity tests, and multiple linear regression analysis (t-test and F-test). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) significantly and positively influence Purchasing Decisions (Y) at the Nissan Indramayu car dealership. Together, these variables explain 49.4% of the variance in purchasing decisions, suggesting that other external factors not included in the study may also play a role.
The Influence of Digital Marketing and Brand Image on Purchasing Decisions at The Indomobil Plaza Dealer in Indramayu Griesthalia Cantik Lusyana; Ika Nurjannah Nurjannah; Ihya Raihan Izzuddin; May Dedu
Journal of Management Economic and Financial Vol. 2 No. 4 (2024): Special Issue
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jmef.v2i4.41

Abstract

This research aims to determine the extent to which digital marketing and brand image influence purchasing decisions. Employing a quantitative research method, data was gathered using research instruments and analyzed quantitatively and descriptively. A sample of 48 respondents was selected using the Slovin formula. Data analysis was conducted using the SPSS 25 software, which included validity tests, reliability tests, linearity tests, multicollinearity tests, and multiple linear regression analysis (including t-tests and f-tests). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) have a positive and significant impact on Purchasing Decisions (Y) at the Nissan Indramayu car dealership. The hypothesis testing results for the two independent variables on the dependent variable reveal that digital marketing and brand image collectively influence purchasing decisions by 49.4%. The remaining 50.6% is affected by other factors not included in this regression model or by random variables.
Co-Authors Griesthalia Cantik Lusyana Ika Nurjannah Nurjannah May Dedu