The Influence of Digital Marketing and Promotional Strategies in Shaping Brand Awareness on Consumer Purchasing Decisions: A Case in Indonesia
DOI:
https://doi.org/10.58968/ift.v2i1.501Keywords:
Digital Marketing, Promotion Strategy, Brand Awareness, Purchase Decision, IndonesiaAbstract
The development of the internet certainly does not only affect technology and information. With this progress, people can access the world digitally. The digital world will become an important point for all human activities, including business activities. The digital era offers marketers a new and efficient way. Digital marketing studies consumer behavior, products, brands, and services tailored to customer needs and wants. The use of an effective promotional strategy can be seen in the extent to which the brand of the product being marketed becomes top of mind in the minds of consumers and becomes a brand preference for consumers when they want to make a purchasing decision. The purpose of this study was to determine the effect of digital marketing and promotional strategies in building brand awareness on purchasing decisions from an Islamic perspective. The sample used in this study was composed of 100 Senior High School student respondents in Bogor City using purposive sampling. This research methodology is quantitative, with multiple linear regression analysis techniques, and processed with SPSS AMOS 22. The results of this study are that digital marketing (X1) and promotion strategy (X2) have a direct and significant positive effect on the formation of the brand awareness (Z) variable of 58.3% and indirectly, the digital marketing variable (X1) and promotion strategy (X2) affect the purchasing decision variable (Y) through the brand awareness variable (Z) as an intervening variable with a value of 85.6%.
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