ANALISIS KEPUTUSAN PEMBELIAN PRODUK SCARLETT BERBASIS DIGITAL MARKETING

I GUSTI MADE OKA ASTANA, PUTU IRMA MELIANI

Abstract


The purpose of this research is to determine the analysis of purchasing decisions for Scarlett products based on digital marketing. The sample used in this research was 120 respondents. This number will be the sample that will be involved in filling in the questionnaire data when data collection activities are carried out. The types of data in this research are a) qualitative data, b) quantitative data. The data sources in this research are a) primary data b) secondary data.The data collection technique in this research is a) documentation, b) questionnaire. Determining the value of the questionnaire lies on a Likert scale. The research results show that: 1) The test results show a positive regression coefficient. So it is concluded that brand image has a positive and significant effect on purchasing decisions. 2) The test results show a positive regression coefficient. So it can be concluded that brand trust has a positive and significant effect on purchasing decisions. 3) The test results show a positive regression coefficient. So it can be concluded that digital marketing has a positive and significant effect on purchasing decisions

Keywords


Scarlett's Product Purchase Decision Based on Digital Marketing

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DOI: https://doi.org/10.35327/gara.v17i4.615

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