PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER SKINTIFIC DI SURABAYA - Umi Amelia Munawaroh; Ratnaningsih Sri Yustini (Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi, 2025)
This study aims to analyze the influence of Digital Marketing, Brand Awareness, and Brand Image on purchasing decisions of Skintific moisturizer products in Surabaya. This study uses a quantitative method with a survey approach, involving 100 respondents who are Skintific moisturizer users in Surabaya, who were selected by purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 30. The results of the study indicate that the variables Digital Marketing, Brand Awareness, and Brand Image partially and simultaneously have a positive and significant effect on purchasing decisions. Of the three variables, Brand Image has the most dominant influence. This study concludes that effective digital marketing strategies, good brand awareness, and positive brand image play an important role in driving consumer purchasing decisions. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing, Brand Awareness, dan Brand Image terhadap keputusan pembelian produk moisturizer Skintific di Surabaya. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, melibatkan 100 responden pengguna moisturizer Skintific di Surabaya, yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan SPSS versi 30. Hasil penelitian menunjukkan bahwa variabel Digital Marketing, Brand Awareness, dan Brand Image secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Dari ketiga variabel tersebut, Brand Image memiliki pengaruh paling dominan. Penelitian ini menyimpulkan bahwa strategi pemasaran digital yang efektif, tingkat kesadaran merek yang baik, dan citra merek yang positif memainkan peran penting dalam mendorong keputusan pembelian konsumen.