Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Abig Berkah Sukabumi

Abstract

The research method used is an associative research method with a quantitative approach. The aim of the research is to determine the influence of digital marketing and brand awareness on purchasing decisions for Abig Berkah Sukabumi products. The subjects of this research were Abig Berkah consumers in Sukabumi with a sample of 80 respondents. This research data uses a Likert scale questionnaire for digital marketing and brand awareness variables and purchasing decisions. The research results show that there is a positive influence between digital marketing and brand awareness on purchasing decisions. This is based on the IBM SPSS Statistics Program Verson 24 which produces the digital marketing variable (X1) which has a significant effect on purchasing decisions for Abig Berkah products in Sukabumi which can be seen from the Sig value in the digital marketing variable with the Sig value. equal to 0.008 < 0.05 or the calculated t value is greater than the t table (4.116 > 1.665). Thus, this test proves that digital marketing has a positive effect on the decision to purchase Abig Berkah products in Sukabumi or H1 is accepted, then brand awareness (X2) has a significant effect on the decision to purchase Abig Berkah products in Sukabumi which can be seen from the calculated t value of 5.5011 > 1.665 with a significance value of 0.000 <0.05. Thus, this test proves that brand awareness has a positive effect on purchasing decisions for Abig Berkah products in Sukabumi or H2 is accepted.