PERAN PEMASARAN DIGITAL DAN PEMASARAN MERK TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SEINDO TRAVEL
DOI:
https://doi.org/10.31539/costing.v7i6.13937Keywords:
Pemasaran Digital, Kesadaran Merek, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital dan kesadaran merek terhadap keputusan pembelian pelanggan Seindo Travel. Metode yang digunakan adalah desain analitik korelasional dengan regresi berganda. Data primer diperoleh melalui survei kepada 150 responden yang dipilih secara acak dari populasi pelanggan Seindo Travel, sementara data sekunder diperoleh dari laporan perusahaan. Hasil penelitian menunjukkan bahwa pemasaran digital dan kesadaran merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian pelanggan. Pemasaran digital memberikan kontribusi yang lebih besar terhadap keputusan pembelian dibandingkan dengan kesadaran merek. Berdasarkan temuan ini, perusahaan disarankan untuk mengoptimalkan strategi pemasaran digital dan meningkatkan kesadaran merek agar dapat mempengaruhi keputusan pembelian pelanggan secara lebih efektif. Penelitian selanjutnya disarankan untuk mengeksplorasi variabel tambahan dan menggunakan pendekatan metode campuran untuk memperoleh hasil yang lebih komprehensif.
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Wörfel, S. 2019. Brand-Awareness Through Marketing on Instagram: An Instagram marketing strategy for ONIMOS clothing. Thesis. https://urn.fi/URN:NBN:fi:amk-2019091818907
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (1996). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.
Al-Azzam, Abdel Fattah dan Khaled Al-Mizeed. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. Journal of Asian Finance, Economics and Business. Vol 8 No 5, Hal. 455 – 463.
Andrianti, Berlina dan Mas Oetardjo. (2022). Pengaruh Digital Marketing, Brand Awareness, dan Word of Mouth Terhadap Keputusan Pembelian. Indonesian Journal of Law and Economics Review. Vol. 6.
Ansari, Sinoka, Ghishwa Ansari, Muhammad Umar Ghori dan Abdul Ghafoor Kazi. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights (JPVAI). Vol. 2, No. 2, Hal. 5 – 10.
Bahi, H. A., Pratikto, H., dan Dhewi, T. S. 2020. The Impact of E-Wom and Advertising on Purchase Decision Si. Se. Sa Syar’i Clothes With Brand Awareness As An Intervening Variables (A Study On Si. Se. Sa Fashion Consumers). International Journal of Business, Economics and Law, 23(1), 255-261.
Chaffey, D. (2020). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education.
Datta, B., & Kaushik, P. 2019. Brand awareness through Instagram advertising. Asian Journal of Management, 10(2), 100-108.
Erpurini, Wala, Maman Rukmana dan Syifa Aulia Fajrin. (2022). Pengaruh Pemasaran Digital dan Kesadaran Merek Terhadap Keputusan Pembelian di Store Zoya. Jurnal Manajemen dan Sains. Vol.7, No. 1,Hal. 323 – 326.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
Gumilang, Risa Ratna. (2019). Implementasi Digital Marketing terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition: Jurnal Ilmiah Manajemen. Vol. 10, No 1, Hal. 9 – 14.
Hair, Joseph. F., Black, William. C., Babin, Barry. J., Anderson, Rolph. E. 2014. Multivariate Data Analysis. Harlow:Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Laroche, M., Ueltschy, L. C., Abe, S., & Cleveland, M. (2012). "Service quality, customer satisfaction, and customer loyalty in e-service contexts." Managing Service Quality: An International Journal, 22(6), 618–639.
Labbad, Sarra Abdullah dan Sabitha Niketh. (2018). The Role of Digital Marketing in Creating Brand Awareness and Measuring Customer Satisfaction at Intercontinental Hotel, Al-Jubail, Saudi Arabia. International Journal of Research in Economics & Social Sciences (IJRESS). Vol. 8, No. 5, Hal. 60 – 71.
Makrides, A., Vrontis, D., & Christofi, M. 2020. The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4-20.
Manshur, Muhammad Iqbal. (2020). Peran Digital Marketing dalam Membangun Brand Awareness Busana Hijab Syar’i SI.SE.SA. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis. Vol. 4, No. 2, Hal. 113-130
Manshur, M. (2020). Branding: Strategi Membangun Citra dan Kesadaran Merek. Jakarta: Elex Media Komputindo.
Nugraha, N. A. S., Putra, I. B. U., & Amerta, I. M. S. (2023). The Role of Brand Awareness in the Influence of Instagram Advertising and Viral Marketing on Culinary Purchase Decisions. Studies, 3(2), 280-286.
Riskyawan, Ahmad Vinza dan Rizka Miladiah Ervianty. (2019). The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products. The International Journal Of Applied Business TIJAB. Vol. 3, No. 1, Hal. 59 – 72.
Roisah, Riris, Lumanul Hakim dan Amirul Mukminin. (2018). Strategi Membangun Brand Awareness Pada Usaha Mikro Kecil Menengah (Studi UKM Baju Bayi Inda Collection). Jurnal Pengabdian Kepada Masyarakat Vol. 1 No. 2, Hal. 340-347.
Simbolon, F. P., Nurcholifa, R. A., dan Safarina, M. 2022. The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), 57-66.
Soomro, H. J., Khaskheli, G. A., Jumani, A. K., & Shar, A. H. 2020. Intervening Analysis of Internet Marketing Between The Relationship of Brand Awareness and online Purchase Decision of Mobile Products Among The Students of Heis In Pakistan. Indian Journal of Science and Technology, 13(15), 1535-1545.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta
Usman, O., & Navari, R. 2019. Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions. Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions (December 31, 2019).
Wörfel, S. 2019. Brand-Awareness Through Marketing on Instagram: An Instagram marketing strategy for ONIMOS clothing. Thesis. https://urn.fi/URN:NBN:fi:amk-2019091818907
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (1996). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.
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2024-12-30
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