Published: 2023-08-01

Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over

DOI: 10.35870/jemsi.v9i4.1352

Purnaya Sari Tarigan, Dwi Wahyono, Trisnawati Kusumawardhani, Syusantie Sylfia Sairdama, Aat Ruchiat Nugraha
  • Purnaya Sari Tarigan: Universitas Mikroskil , Indonesia
  • Dwi Wahyono: Affiliation name not available , Indonesia
  • Trisnawati Kusumawardhani: Affiliation name not available , Indonesia
  • Syusantie Sylfia Sairdama: Affiliation name not available , Indonesia
  • Aat Ruchiat Nugraha: Affiliation name not available , Indonesia
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Abstract

Modernisasi akan selalu mengalami perkembangan. Penelitian ini bertujuan.agar mengetahui pengaruh digital marketing dan brand image terhadap minat beli produk kosmetik Make Over. Populasi penelitian ini adalah masyarakat di kota Medan. Jumlah sampel diperoleh 100 responden. Metode yang digunakan yaitu kuantitatif, dengan perolehan data dari kuesioner melalui google from. Penelitian ini menggunakan model analisis regresi linier berganda dalam menganalisis data. Hasil penelitian menunjukkan secara masing-masing bahwa digital marketing dan brand image memiliki pengaruh parsial yang positif dan signifikan terhadap minat beli kosmetik Make Over di kota Medan. Hasil digital marketing dan brand image secara simultan berpengaruh positif dan signifikan terhadap minat beli kosmetik Make Over di kota Medan. Hasil nilai R Square dibuktikan sebesar 86,2% oleh variabel dalam penelitian ini.

Keywords

Minat Beli, Digital Marketing, Brand Image

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How to Cite

Tarigan, P. S., Wahyono, D. ., Kusumawardhani, T. ., Sairdama, S. S. ., & Nugraha, A. R. . (2023). Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431-1439. https://doi.org/10.35870/jemsi.v9i4.1352
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 4 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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