DIGITAL MARKETING STRATEGY, MARKETING COMMUNICATION AND PROMOTION OF IPHONE USER PURCHASE INTEREST

Djoko Widagdo (Sekolah Tinggi Teknologi Kedirgantaraan)
Budi Utami (Universitas Islam Majapahit)
Dwi Wahyono (Universitas Abdul Azis Lamadjido Palu)
Achiruddin Siregar (STIE PMCI)
Triana Agustini (Universitas Tamansiswa Palembang)

Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Vol 13, No 1 (2026): ECOBISMA

PURPOSE - This research aims to analyze the digital marketing strategy, marketing communication, and promotion on iPhone users' purchasing interest.METHODOLOGY - The research method is a quantitative study with a descriptive approach. The research population is all young iPhone users in Yogyakarta City. The research uses a multiple linear regression analysis model.FINDING - The results of the partial analysis of digital marketing strategies and promotions have a significant positive effect on iPhone users' purchasing interest in Yogyakarta City. Marketing communication has a positive but insignificant effect on iPhone users' purchasing interest. Simultaneous results obtained that digital marketing strategies, marketing communication, and promotions have a significant positive effect on iPhone users' purchasing interest in Yogyakarta City. The results of the Adjusted R Square value were proven to be 42.3% and the remaining 57.7% was explained by other variables such as consumer behavior, product quality, and others.