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All Journal Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Mohammad Masrur Mauridhoh
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pipe Cleaner Flowers Pot Yeny Novita Fitriani; Danendra Bramantyo; Mohammad Masrur Mauridhoh; Muhammad Yasin
Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah Vol. 3 No. 3 (2025): Agustus : Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/jupiekes.v3i3.2558

Abstract

This study aims to determine the influence of digital marketing and brand awareness on consumer purchase intention toward the Subeng Klasik product. A quantitative approach was employed using a questionnaire distributed to respondents. The data were analyzed using multiple linear regression. The results indicate that both digital marketing and brand awareness have a positive and significant effect on purchase intention when tested partially. However, brand awareness exerts a greater influence than digital marketing. Simultaneously, both variables also significantly and positively affect purchase intention. These findings imply that strengthening brand awareness strategies should be a primary focus in developing local product marketing such as Subeng Klasik.
Co-Authors Danendra Bramantyo Muhammad Yasin Yeny Novita Fitriani