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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Achiruddin Siregar
STIE PMCI
Economics, Econometrics & Finance

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DIGITAL MARKETING STRATEGY, MARKETING COMMUNICATION AND PROMOTION OF IPHONE USER PURCHASE INTEREST Djoko Widagdo; Budi Utami; Dwi Wahyono; Achiruddin Siregar; Triana Agustini
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 1 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i1.8452

Abstract

PURPOSE - This research aims to analyze the digital marketing strategy, marketing communication, and promotion on iPhone users' purchasing interest.METHODOLOGY - The research method is a quantitative study with a descriptive approach. The research population is all young iPhone users in Yogyakarta City. The research uses a multiple linear regression analysis model.FINDING - The results of the partial analysis of digital marketing strategies and promotions have a significant positive effect on iPhone users' purchasing interest in Yogyakarta City. Marketing communication has a positive but insignificant effect on iPhone users' purchasing interest. Simultaneous results obtained that digital marketing strategies, marketing communication, and promotions have a significant positive effect on iPhone users' purchasing interest in Yogyakarta City. The results of the Adjusted R Square value were proven to be 42.3% and the remaining 57.7% was explained by other variables such as consumer behavior, product quality, and others.
Co-Authors Budi Utami Djoko Widagdo Dwi Wahyono