<![CDATA[This study aims to analyze the influence of Digital Marketing and Brand Image on Purchasing Decisions of PT Industri Jamu dan Farmasi Sido Muncul Tbk products. The background of this study departs from the increasing business competition in the modern herbal and pharmaceutical industry, where digital marketing strategies and strong brand image are the main keys in maintaining consumer loyalty. This study uses a quantitative approach with a survey method of 100 respondents who are consumers of PT Sido Muncul Tbk products in the Greater Jakarta area. The sampling technique used is purposive sampling, while data analysis is carried out by multiple linear regression using SPSS software version 26. The results of the study indicate that Digital Marketing (X₁) and Brand Image (X₂) have a positive and significant effect on Purchasing Decisions (Y) both partially and simultaneously. The t value for the Digital Marketing variable is 4.478 and Brand Image is 6.318, both significant at the 0.000 level (<0.05). The simultaneous test shows a calculated F value of 86.152 with Sig. 0.000 and an Adjusted R² value of 0.798, meaning that 79.8% of the variation in purchasing decisions can be explained by the two independent variables. Thus, it can be concluded that an effective digital marketing strategy and a strong brand image can increase consumer purchasing decisions for Sido Muncul products in the digital era.]]>
Copyrights © 2025
