DAMPAK DIGITAL MARKETING, BRAND IMAGE DAN RELATIONSHIP MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN LINA MS GLOW KOTA BENGKULU
DOI:
https://doi.org/10.32663/crmj.v5i2.3096Kata Kunci:
Digital Marketing, Brand Image, Relationship Marketing, Purchasing DecisionsAbstrak
The purpose of the study is to determine the influence of digital marketing, brand image and relationship marketing on purchasing decisions. This study is a survey study using quantitative methods. Population in this study is the entire Lena MS Glow store composition in Bengkulu city. The number of samples set was 190 with the accedental sampling technique. To collect research data using questionnaires, and data analysis techniques using path analysis with PLS SEM. The results of this study prove that digital marketing has a positive and significant influence on purchasing decisions. Brand image has a positive an significant influence on purchasing decisions. Relationship marketing has a positive and significant influence on purchasing decisions. This research is limited to the Lena MS Glow store custamers in Bengkulu city, with variables of digital marketing, brand image and relationship marketing and purchasing decisions. The results of the study contributed to the Lena MS Glow store as a reference to increase sales volume.
Referensi
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Aisy, Rose Rohaida. 2021. “Pengaruh Digital Marketing Dan Brand Loyalty Terhadap Keputusan Pembelian Pada Konsumen @Scarlett_Whitening Di Instagram.” Jurnal Ekonomi 1(1).
Alma, Buchari. 2018. Manejemen Pemasaran Dan Pemasaran Jasa. Bandung: Alfabeta.
Aryandi, Julian, And Onsardi. 2020. “Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu.” Jurnal Manajemen Modal Insani Dan Bisnis 1(1).
Baptista, Paulo De Paula, Juan José Camou Viacava, And Juliana Del Secchi. 2022. “Consumer Response To Brand Deletion: Analysis Of Self-Brand Connection.” Revista Brasileira De Marketing 21(2).
Busca, Laurent, And Laurent Bertrandias. 2020. “A Framework For Digital Marketing Research: Investigating The Four Cultural Eras Of Digital Marketing.” Journal Of Interactive Marketing 49.
Chen, Lihong Et Al. 2021. “Relationship Analysis Among Apparel Brand Image, Self-Congruity, And Consumers’ Purchase Intention.” Sustainability (Switzerland) 13(22).
Das, Subhasish, Manit Mishra, And Prasanta Kumar Mohanty. 2018. “The Impact Of Customer Relationship Management (Crm) Practices On Customer Retention And The Mediating Effect Of Customer Satisfaction.” International Journal Of Management Studies 5(1(4)).
Erlangga, Heri. 2021. “Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products.” Turkish Journal Of Computer And Mathematics Education (Turcomat) 12(3).
Fauziyyah, Jilan. 2020. “Pengaruh Digital Marketing Dan Price Rate Terhadap Keputusan Pembelian Pada Situs Jual Beli Online (Studi Kasus Pada E-Commer Ce Website Hijup).” Masters Thesis, Uin Sunan Gunung Djati Bandung.
Ghozali, Imam, And Hengky Latan. 2015. “Konsep, Teknik, Aplikasi Menggunakan Smart Pls 3.0 Untuk Penelitian Empiris.” Bp Undip. Semarang 6(4).
Hair, Joseph F., Christian M. Ringle, And Marko Sarstedt. 2012. “The Better Approach To Structural Equation Modeling?” Long Range Planning.
Kawira, Kimathi Doreen, Elegwa Mukulu, And Romanus Odhiambo. 2019. “Effect Of Digital Marketing On The Performance Of Msmes In Kenya.” Journal Of Marketing &Communication 2(1).
Korbaffo, Yesus Armiro. 2020. “Pengaruh Kualitas Informasi, Relationship Marketing Dan Ekuitas Merek Terhadap Keputusan Pembelian Cream Fair Dan Lovely.” Inspirasi Ekonomi?: Jurnal Ekonomi Manajemen 2(1).
Kotler, Philip & Keller, Kevin Lane. 2013. Prinsip-Prinsip Pemasaran. 12th Ed. Jakarta: Erlangga.
Musay, F. 2017. “Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Konsumen Kfc Kawi Malang).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya 3(2).
Muslim, Miswanto, Rijal Rizki Mubarok, And Nikodemus Hans Setiadi Wijaya. 2020. “The Effect Of Brand Image, Brand Trust And Reference Group On The Buying Decision Of Sneakers.” International Journal Of Financial, Accounting, And Management 1(2).
Olson, Eric M., Kai M. Olson, Andrew J. Czaplewski, And Thomas Martin Key. 2021. “Business Strategy And The Management Of Digital Marketing.” Business Horizons 64(2).
Payne, Adrian, And Pennie Frow. 2017. “Relationship Marketing: Looking Backwards Towards The Future.” Journal Of Services Marketing 31(1).
Purba, Mas Intan Et Al. 2021. “The Effect Of Digital Marketing And E-Commerce On Financial Performance And Business Sustainability Of Msmes During Covid-19 Pandemic In Indonesia.” International Journal Of Data And Network Science 5(3).
Rahma, Hilda Maulidia, And Afi Rachmat Slamet. 2020. “Pengaruh Online Customer Review, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Skincare Ms Glow (Studi Kasus Pada Pelanggan Ms Glow Aesthetic Clinic Malang).” E – Jurnal Riset Manajemen Prodi Manajemen.
Revaldo, A.A., And T. Rusmanto. 2020. “The Effect Of Profitability, Liquidity, Firm Size And Media Exposure On Corporate Social Responsibility Disclosure In Indonesian Non-Banking State-Owned Enterprises.” Russian Journal Of Agricultural And Socio-Economic Sciences 103(7).
Sapitri, Eka, Sampurno Sampurno, And Iha Hayani. 2020. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan.” Jurnal Mandiri?: Ilmu Pengetahuan, Seni, Dan Teknologi 4(2).
Sonatasia, D. Onsardi, O. Arini, E. 2020. “Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong.” Jurnal Manajemen Modal Insani Dan Bisnis 1(1): 1–15.
Steinhoff, Lena, Denni Arli, Scott Weaven, And Irina V. Kozlenkova. 2019. “Online Relationship Marketing.” Journal Of The Academy Of Marketing Science 47(3).
Sun, Baohong, Shibo Li, And Catherine Zhou. 2016. “‘Adaptive’ Learning And ‘Proactive’ Customer Relationship Management.” Journal Of Interactive Marketing 20(3–4).
Suryani, Siti, And Sylvia Sari Rosalina. 2019. “Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating (Studi Pada Startup Business Unicorn Indonesia).” Journal Of Business Studies 04(1).
Thaichon, Park Et Al. 2020. “Online Relationship Marketing: Evolution And Theoretical Insights Into Online Relationship Marketing.” Marketing Intelligence And Planning 38(6).
Tjiptono, F. 2015. Strategi Pemasaran. 3rd Ed. Yogyakarta: Yogyakarta?: Andi.
Yang, Qing Et Al. 2022. “Sustainable Customer Retention Through Social Media Marketing Activities Using Hybrid Sem-Neural Network Approach.” Plos One 17(3 March).
