The Influence Of Digital Marketing And Brand Image On Purchasing Decisions At The Indomobil Plaza Dealer In Indramayu

Griesthalia Cantik Lusyana (Swadaya Gunung Djati University, Cirebon)
Ika Nurjannah Nurjannah (Universitas Swadaya Gunung Jati, Cirebon)
Ihya Raihan Izzuddin (Swadaya Gunung Jati University, Cirebon)
May Dedu (Swadaya Gunung Jati University, Cirebon)

Journal of Management, Economic, and Financial
Vol. 2 No. 4 (2024): Journal of Management, Economic and Financial

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.