Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian pada Produk Kofieboy
DOI:
https://doi.org/10.37481/jmh.v4i2.855Abstract
The development of the coffee shop business in Indonesia shows quite rapid development, one of which is in Karawang City. The phenomenon experienced by the Kofieboy shop is the rise and fall of income and competition over the last few years. After the pandemic, Kofieboy is trying to increase his income to return to normal times by using digital marketing which utilizes social media such as Instagram, YouTube, Facebook and TikTok. Apart from that, Kofieboy also sells through e-commerce such as Grabfood, Gofood and Shopeefood. This research aims to determine the partial or simultaneous influence of digital marketing and brand awareness on purchasing decisions for Kofieboy products. The method used in this research is a quantitative method. This research was conducted on kofieboy Karawang. The sample for this research was 100. The sampling technique in this research used the saturated sampling method. The analysis model used in this research is a multiple linear regression analysis model using the f test and t test with a significance level of 5%. The research results show that there is a partial influence between digital marketing on increasing purchases with the t table value (5.348 > 1.661 or tcount > ttable). Meanwhile, there is a partial influence of work discipline on employee performance with t table (2.507 > 1.661).
References
Empiris, S., Konsumen, P., & Bluder, R. (2022). CITACONOMIA : Economic and Business Studies. Ekonomis: Journal of Economics and Business, 01(2), 31–48.
Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409-418.
Gunawan, D., Pratiwi, A. D., Arfah, Y., & Hartanto, B. (2022). Keputusan Pembelian Skincare Safi Berbasis Media Marketing. PT Inovasi Pratama Internasional. https://books.google.co.id/books?id=O2BlEAAAQBAJ
Khoirudin, I. R., & Giyartiningrum, E. (2021). Pengaruh Kepercayaan Merek, Kesadaran Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi Di Diy. Journal Competency of Business, 5(1), 1-9.
Millennium, A. S., Suardana, I. W., & Negara, I. M. K. (2021). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Startup Bike Rental Bananaz Bali. Jurnal IPTA (Industri Perjalanan Wisata) p-ISSN, 2338, 8633.
Naruliza, E., & Suseno, R. (2021). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Tokopedia Di Kota Palembang. Jemasi: Jurnal Ekonomi Manajemen Dan Akuntansi, 17(1), 97-108.
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital marketing, e-WOM, brand awareness dan keputusan pembelian kopi milenial. Jurnal Ilmu Ekonomi & Sosial Unmus, 11(1), 48-56.
Pebrianti, Wenny Arweni, Arweni Awal, Muhammad. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial. 48-56
Prabowo, A. J., & Harsoyo, T. D. (2023). Pengaruh Viral Marketing, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Es Teh Indonesia. CITACONOMIA: Economic and Business Studies, 2(02), 60-80.
S. (n.d.). Strategi Menaklukkan Pasar Melalui Riset Ekuisitas & Perilaku Merk. Gramedia Pustaka Utama. https://books.google.co.id/books?id=bfhUJTSbapEC
Sekarsari, N. R., Welsa, H., & Lukitaningsih, A. (2022). Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Dengan Trust Sebagai Variabel Intervening. Journal of Syntax Literate, 7(3).
Sopiyan, P. (2022). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Tri Rachmadi, S. K. (2020). The Power Of Digital Marketing. TIGA Ebook. https://books.google.co.id/books?id=RCzyDwAAQBAJ
Wibisana, Y. (2021). Pengaruh Strategi Promosi dan Brand Awareness terhadap Keputusan Pembelian Fore Coffee Di Cipete. Journal of Economics and Business UBS, 10(1), 109–121. https://doi.org/10.52644/joeb.v10i1.55
Yulianah, R. (2022). Pengaruh digital marketing dan brand awareness terhadap keputusan pembelian konsumen dalam perspektif etika bisnis islam (studi kasus konsumen afiha wardrobe serang) (Doctoral dissertation, UIN SMH BANTEN)
