Digital Marketing Dan Brand Image Terhadap Intensi Pembelian Produk Susu Murni
Abstract views: 689
,
pdf downloads: 1684
Abstract
Research aim : This study aims to measure digital marketing and brand image that can affect the purchase intention of pure flavored implant products (Sura's).
Design/Methode/Approach : This study uses a survey research model
Research Finding : The results of the study show that digital marketing and brand image have a significant effect on purchase intention.
Theoretical contribution/Originality : This research also proves that digital-based marketing activities through Marketpalce and social media are very effective during the pandemic.
Practitionel/Policy implication : digital marketing and brand image play a role in increasing sales. to increase the sales intention of these products, the management must improve digital marketing.
Research limitation : This research only focuses on two variables, namely digital marketing and brand image.
Downloads
References
Santoso R, Mujayana M. Inovasi, Kepercayaan, dan Electronic Word of Mouth untuk Mendorong Minat Berkunjung Wisatawan Pantai Gemah Tulungagung. Jurnal Nusantara Aplikasi Manajemen Bisnis 2021;6.
Santoso R. Review of Digital Marketing & Business Sustainability of E-Commerce During Pandemic Covid19 In Indonesia. Jurnal Ilmu Ekonomi Terapan 2020;5:36–48.
Saeroji A. Inovasi Media Pembelajaran Kearsipan Electronik Arsip (E-Arsip) Berbasis Microsoft Office Access. vol. IX. 2014.
Chaerani D, Talytha MN, Perdana T, Rusyaman E, Gusriani N. Pemetaan Usaha Mikro Kecil Menengah (UMKM) Pada Masa Pandemi Covid-19 Menggunakan Analisis Media Sosial Dalam Upaya Peningkatan Pendapatan. Dharmakarya 2020;9:275. https://doi.org/10.24198/dharmakarya.v9i4.30941.
Ramli Y, Firdaus I, Arief H, Setiawan M. Mobile Marketplace As a Medium for Selling Micro Small Medium Enterprise Products. Iccd 2019;2:55–9. https://doi.org/10.33068/iccd.vol2.iss1.209.
Santoso R, Erstiawan MS, Kusworo AY. Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian. Jurnal Nusantara Aplikasi Manajemen Bisnis 2020;5:133–45. https://doi.org/10.29407/nusamba.v5i2.14369.
Sholeh R, Huda K. Pengaruh Kemajuan Teknologi Terhadap Volume Pejualan Ritel Di Kota Mojokerto. Optima 2019;3. https://doi.org/10.33366/optima.v3i1.1253.
Pakpahan AK. COVID-19 dan Implikasi Bagi Usaha Mikro, Kecil, dan Menengah. Jurnal Ilmiah Hubungan Internasional 2020;20:59–64.
Narulia RZEHIND. DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN. Jurnal Pengabdian Untuk Mu NegeRI 2019;3:80–4.
Pradiani T. Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. JIBEKA 2017;11:46–53.
Aliami S, Hakimah EN, Ayu D, Fauji S. Dampak Pengembangan Pemasaran Digital Pada Startup’s (Studi Kasus Pada Wirausaha Baru). EkoNiKa 2018;3:73–87.
Miftah S, Heru M, Riyadi S. Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang). vol. 29. 2015.
Susena E, Ratnawati AY. Manajemen Marketing Era Digital Bagi Pengrajin Mebel di Kecamatan Karangmalang, Sragen, Jawa Tengah Untuk Meningkatkan Penjualan. DIKEMAS (Jurnal Pengabdian Kepada Masyarakat) 2020;4:1–8. https://doi.org/10.32486/jd.v4i1.386.
Djatmiko T, Pradana R. Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia Soc Behav Sci 2016;219:221–7. https://doi.org/10.1016/j.sbspro.2016.05.009.
Kotler, Philip; Armstrong G. Principle Of Marketing 15th edition. New Jersey: Pearson Prentice Hall; 2017.
Ranjbarian B, Sanayei A, Kaboli MR, Hadadian A. An Analysis of Brand Image, Perceived Quality, Customer Satisfaction and Re-purchase Intention in Iranian Department Stores. International Journal of Business and Management 2012;7. https://doi.org/10.5539/ijbm.v7n6p40.
Erdil TS. Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia Soc Behav Sci 2015;207:196–205. https://doi.org/10.1016/j.sbspro.2015.10.088.
Chovanová HH, Korshunov AI, Babčanová D. Impact of Brand on Consumer Behavior. Procedia Economics and Finance 2015;34:615–21. https://doi.org/10.1016/s2212-5671(15)01676-7.
Kotler, Philip; Keller KL. Marketing Management. New Jersey: Pearson; 2015.
Bian Q, Forsythe S. Purchase intention for luxury brands: A cross cultural comparison. J Bus Res 2012;65:1443–51. https://doi.org/10.1016/j.jbusres.2011.10.010.
Nam C, Dong H, Lee YA. Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles 2017;4. https://doi.org/10.1186/s40691-017-0091-3.
Imtiaz R, Ul Ain Kazmi SQ, Amjad M, Aziz A. The impact of social network marketing on consumer purchase intention in pakistan: A study on female apparel. Management Science Letters 2019;9:1093–104. https://doi.org/10.5267/j.msl.2019.3.015.
Jalilvand MR, Samiei N. The Effect of electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in The Automobile Industry in Iran. Marketing Intelligence and Planning 2012;30:460–76. https://doi.org/10.1108/02634501211231946.
Febriantoro W. Kajian Dan Strategi Pendukung Perkembangan E-Commerce Bagi Umkm Di Indonesia. Jurnal MANAJERIAL 2018;17:184–207. https://doi.org/10.17509/manajerial.v17i2.10441.
Harrison DA, Mykytyn PP, Riemenschneider CK. Executive Decisions about Adoption of Information Technology in Small Business: Theory and Empirical Tests. Information Systems Research 1997;8. https://doi.org/10.1287/isre.8.2.171.
Santoso R. Pengaruh Faktor Internal Mahasiswa Dalam Mengambil Keputusan Berwirausaha Di Institut Bisnis Dan Informatika Stikom Surabaya. Majalah Ekonomi 2017;XXII:1–7.
Bosma N, Content J, Sanders M, Stam E. Institutions, Rntrepreneurship, and Economic Growth in Europe. Small Business Economics 2018;51:483–99. https://doi.org/10.1007/s11187-018-0012-x.
Santoso R. REVIEW OF DIGITAL MARKETING & BUSINESS SUSTAINABILITY OF E-COMMERCE DURING PANDEMIC COVID-19 IN INDONESIA. Jurnal Ilmu Ekonomi Terapan) 2020;5.
Astuti NC, Nasution RA. Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia. Gadjah Mada International Journal of Business 2014;16:69–88. https://doi.org/10.22146/gamaijb.5468.
Jogiyanto. Metode Penelitian Bisnis. Yogyakarta: UGM; 2014.
Shabrina VG. Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia 2019;1:131–41.
Rahadi NW, Prasetyanti DN, Pratiwi AF, Girawan BA, Informatika JT, Cilacap PN, et al. Marketplace Sebagai Media Pemasaran Produk UKM di Kecamatan Maos Guna Tingkatkan Perekonomian Masyarakat. Jurnal Pengabdian Masyarakat J-Dinamika 2019;4:5–9.
Mulyaningsih, Luh Ayu; Suasana IGAKG. Pengaruh Kualitas Layanan Dan Citra Perusahaan Terhadap Kepuasan Nasabah Pada Bank Ocbc Nisp Di Denpasar. E-Jurnal Manajemen Unud 2016;5:1–30.
Budhi GS. Analisis Sistem E-Commerce Pada Perusahan Jual-Beli Online Lazada Indonesia. Elinvo (Electronics, Informatics, and Vocational Education) 2016;1:78–83. https://doi.org/10.21831/elinvo.v1i2.10880.
Magdalena H, Ellyani W. Strategi memanfaatkan e-commerce dalam memasarkan makanan khas Bangka (Studi Kasus : Aneka Citra Snack). CogITo Smart Journal 2018;3:286. https://doi.org/10.31154/cogito.v3i2.64.286-298.
Prihadi D, Susilawati AD. Pengaruh Kemampuan E-Commerce dan Promosi di Media Sosial terhadap Kinerja Pemasaraan. Benefit: Jurnal Manajemen Dan Bisnis 2018;3:15. https://doi.org/10.23917/benefit.v3i1.5647.
Ridwan M, Militina T, Achmad GN. How Trust and Quality of Information Affect Buying Interest and Purchasing Decisions? (Study on Shopee Customers in Samarinda). International Journal of Economics, Business and Accounting Research (IJEBAR) 2020;2020:95–102.
Sulaksono J, Zakaria N. Peranan Digital Marketing Bagi Usaha Mikro , Kecil , Dan Menengah ( UMKM ) Desa Tales Kabupaten Kediri. Generation Journal 2020;4:41–8.
Brown R, Rocha A. Entrepreneurial Uncertainty During The Covid-19 Crisis: Mapping The Temporal Dynamics of Entrepreneurial Finance. Journal of Business Venturing Insights 2020;14:1–10. https://doi.org/10.1016/j.jbvi.2020.e00174.
Sinurat, Eliana Susi Mentari; Lumanauw, Bode; Roring F. Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Mobil Suzuki Ertiga. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 2017;5:2230–9.
Soepeno RAASSD. Analisis Pengaruh Inovasi Produk, Kualitas Pproduk Dan Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Pada PT. Wahana Wirawan Manado. Jurnal EMBA 2018;6:3553–62.
Copyright (c) 2023 Rudi Santoso, Achmad Yanu Alif Fianto, Martinus Sony Erstiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
