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All Journal Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen
Euis Lisnawati
Univerisitas linggabuana PGRI Sukabumi
Economics, Econometrics & Finance

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Brand Image dan Promosi Digital dalam Membentuk Keputusan Pembelian Skincare Skintific Konsumen Sukabumi Euis Lisnawati; Angga Pramadista; Engkus Kusmawan
REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 1 No. 2 (2025): Oktober
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This study aims to determine the influence of Brand Image and Digital Promotion on consumer purchase decisions of Skintific skincare products at Kawaidollshop Sukabumi City. Using a quantitative causal associative approach, the research involved 100 respondents who are Skintific consumers at Kawaidollshop. Primary data were collected through a closed Likert-scale questionnaire. Data analysis included instrument quality testing, analysis prerequisite testing, multiple linear regression, coefficient of determination, as well as t-test (partial) and F-test (simultaneous). The results indicate that Brand Image has a positive and significant partial effect on purchase decisions (Sig. 0.000 < 0.05; t-count 7.407 > t-table 1.984). Digital Promotion also has a positive and significant partial effect on purchase decisions (Sig. 0.000 < 0.05; t-count 3.970 > t-table 1.984). Simultaneously, Brand Image and Digital Promotion significantly influence purchase decisions (Sig. 0.000 < 0.05; F-count 1031.045 > F-table 3.09). The variation in purchase decisions is explained by Brand Image and Digital Promotion by 95.4% (Adjusted R Square = 0.954). The implications of this study suggest continuous improvement in Brand Image and digital promotion strategies at Kawaidollshop.
Co-Authors Angga Pramadista Engkus Kusmawan