The Influence of Digital Marketing and Brand Image on Consumer Purchase Interest in Ashiaapfood Instant Food Products
DOI:
https://doi.org/10.55927/ijsmr.v2i7.10172Keywords:
Digital Marketing, Brand Image, Purchase InterestAbstract
The purpose of this study is to ascertain how consumer interest in purchasing Ashiaapfood quick food products is influenced by digital marketing and brand image. This study uses an associative and descriptive technique approach and is quantitative in nature. 535,800 TikTok users who follow ASHIAAAP Food were the study's population, and 100 respondents made up the sample. In addition to using the multiple linear regression analysis approach, this analysis additionally tests the research instrument's validity and reliability. The study findings indicate that brand image and digital marketing factors have a simultaneous and partial impact on purchase interest. According to this research, ASHIAAAP Food can assess its brand image and digital marketing on TikTok social media to pique consumers' interest in making a purchase from consumers of ASHIAAAP Food goods. According to this study, brand image has a 67.85% influence on purchasing interest, but digital marketing has a 16.05% influence. Eighty-three percent of purchase interest is impacted by brand image and digital marketing, with the remaining seventeen percent coming from other factors not covered in this study
Downloads
References
Alya Ramadhanty dan Dr. Helni Mutiarsih Jumbur, S.H, M.H (2020) Pengaruh Digital Marketing terhadap Minat Beli Album Musik Korean Pop (Studi pada Penggemar Musik Korean Pop). Vol. 7 No. 2, Desember 2020. ISSN: 2355-9357.
Amirullah. (2015). Pengantar Manajemen. Jakarta: Mitra Wacana Media.
Buchari Alma . (2016). Manajemen Pemasaran dan Pemasaran Jasa . Bandung: Alfabeta.
Chaffey, D. d. (2013). E-Marketing Excellence Planning and Optimizing Your Digital Marketing. 3rd Edition. UK: Butterworth.
Desfitriady, S.E.,M.M.2023 Pengaruh Kualitas Produk dan Brand Image Sepeda Motor Yamaha NMAX Terhadap Keputusan Pembelian di JG Motor Asia Afrika Bandung. Vol.2 No 1 (2023); Etnik; Jurnal Ekonomi dan Teknik.
Fahmi, I. (2012). Manajemen Teori, Kasus dan Solusi. In I. Fahmi, Manajemen Teori, Kasus dan Solusi (p. 2). Bandung: Alfabeta.
Ginting, N. F. (2012). Manajemen Pemasaran. In N. F. Ginting, Manajemen Pemasaran (p. 99). Bandung: CV. Yrama Widya.
Hasibuan, M. S. (2016). Manajemen Sumber Daya Manusia. In M. S. Hasibuan, Manajemen Sumber Daya Manusia (p. 20). Jakarta: PT Bumi Aksara.
Jogiyanto Hartono. (2012:884). Teori Portofolio dan Analisis Investasi. Yogyakarta: BPFE.
Kotler Philip , & Kevin Lane Keller . (2012). Manajemen Pemasaran Jilid 1 Edisi ke 12 . Jakarta: Erlangga .
Kotler, P., & Keller, K. L. (2012). Marketing Management. In P. Kotler, & K. L. Keller, Marketing Management (p. 276). United States of America: British Library.
Manulang, M. (2013:87). Manajemen Sumber Daya Manusia. Bandung: Citapustaka Media Perintis.
Pengaruh Pemasaran Digital dan Kesadaran Merek terhadap Keputusan Pembelian di Store Zoya. Vol. 7, April 2022
Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. In D. J. Priansa, Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. (p. 4). Bandung: Alfabeta.
Syaifullah, E. (2014). Manajemen Pemasaran. In E. T. Syaifullah, Manajemen Pemasaran (p. 5). Jakarta: Kencana.
Soedibjo.2013.Pengantar Metode Penelitian.Universitas Nasional Pasim.
Triska Nur Anggraeni.2021. “Pengaruh Digital Marketing dan Brand Image Terhadap Minat Nasabah Dalam Penggunaan Produk Pada Bank Syariah Indonesia KC Malang Soekarno Hatta”.
Tria Wirawan, Ratih Tresnati dan Moch Malik Akbar Rohandi (2022)
“Pengaruh Digital Marketing dan Brand Image terhadap Keputusan Pembelian IndiHome”. Vol. 2 No. 2 (2022), Hal: 1175-1179. ISSN: 2828-2531
Tjiptono, F. (2015). Brand Management & Strategy. In F. Tjiptono, Brand Management & Strategy (p. 17). Yogyakarta: ANDI.
Undang-Undang Nomor 8 Tahun tentang Perliindungan Konsumen (UUPK)
Undang-Undang Nomor 7 Tahun 2014 Tentang Perdagangan
Undang-Undang Nomor 19 Tahun 2016 Tentang Perubahan Atas Undang-Undang
Undang-Undang Nomor 11 Tahun 2016 tentang informasi dan transaksi elektronik (UUITE)
Wardaya, S., & Darmanto. (2016). Manajemen Pemasaran Untuk Mahasiswa, Usaha Mikro, Kecil dan Menengah. In S.
Wardaya, & Darmanto, Manajemen Pemasaran Untuk Mahasiswa, Usaha Mikro, Kecil dan Menengah. (p. 9).
Yogyakarta: Deepublish.
Wala Erpurini, Maman Rukmana dan Syifa Aulia Fajrin
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Desfitriady, Wandi Diwana
This work is licensed under a Creative Commons Attribution 4.0 International License.
