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Journal Of Resource Management, Economics And Business (REMICS)
ISSN : -     EISSN : 29630266     DOI : https://doi.org/10.58468/remics
Journal Of Resource Management, Economics And Business (REMICS) offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers to share mutual understandings across the full range of businesses and skills in which management and science is used; covers all areas of management science from systems to practical facets; links concept with training by publishing case studies and covering the latest important issues.Journal Of Resource Management, Economics And Business (REMICS) areas include: Operations and Information management Human resource management Accountancy Finance Strategic management, Organizational Economic Development Operations and Information management Managerial Economics MSMEs Bank Strategy and Management Entrepreneurship and Digital Business Leadership Supply Chain Management Quality Management Introduction to International Business Management and social sciences Studies within the range of disciplines in the management and Social & Political Sciences are welcome from scholars all over the world
Articles 61 Documents
THE INFLUENCE OF BRAND AWARENESS AND DIGITAL MARKETING ON PURCHASING DECISIONS AT DW DIGITAL PRINTING Agus Kurniawan; Gian Fitralisma; Hartanto Halim
Journal Of Resource Management, Economics And Business Vol. 4 No. 3 (2025): Journal Of Resource Management, Economics And Business (REMICS)
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/remics.v4i3.189

Abstract

Purpose: This study aims to determine the extent to which brand awareness and digital marketing influence consumer purchasing decisions at DW Digital Printing, Majalengka Regency. Research Methodology: This study employed a quantitative research design using a survey method. Data were collected through Google Form questionnaires distributed to DW Digital Printing consumers. The population consisted of 211 respondents, with a sample size of 67 respondents selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis with SPSS software, including t-test and F-test for hypothesis testing. Results: The findings indicate that brand awareness has a positive and significant effect on purchasing decisions (t = 2.071 > 1.669; p = 0.04 < 0.05) with a contribution of 59%. Similarly, digital marketing has a positive and significant effect (t = 0.108 > 1.669; p = 0.03 < 0.05) with a contribution of 61%. Simultaneous testing shows that both variables jointly have a positive and significant effect of 92% on purchasing decisions (F = 4.350 > 2.39; p = 0.01 < 0.05). Limitations: This study focuses only on DW Digital Printing in Majalengka Regency and may not represent other regions or industries. The sample size was relatively small and limited to one business unit. Contribution: This study contributes to the fields of marketing management and digital business strategy, especially in understanding how brand awareness and digital marketing influence consumer behavior in the digital printing industry and SMEs in Indonesia.