Article Per Year (5 Year)
p-Index From 2019 - 2024
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All Journal Journal of Management, Economic, and Financial
Ika Nurjannah Nurjannah
Universitas Swadaya Gunung Jati, Cirebon
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Management, Economic, and Financial

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The Influence Of Digital Marketing And Brand Image On Purchasing Decisions At The Indomobil Plaza Dealer In Indramayu Griesthalia Cantik Lusyana; Ika Nurjannah Nurjannah; Ihya Raihan Izzuddin; May Dedu
Journal of Management, Economic, and Financial Vol. 2 No. 4 (2024): Journal of Management, Economic and Financial
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jmef.v2i4.41

Abstract

This study aims to explore the extent to which digital marketing and brand image impact purchasing decisions. The research employs a quantitative approach, collecting data through research instruments and analyzing it descriptively. A sample of 48 respondents was selected using the Slovin method, and SPSS 25 was used for data analysis, including validity, reliability, linearity, multicollinearity tests, and multiple linear regression analysis (t-test and F-test). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) significantly and positively influence Purchasing Decisions (Y) at the Nissan Indramayu car dealership. Together, these variables explain 49.4% of the variance in purchasing decisions, suggesting that other external factors not included in the study may also play a role.
Co-Authors Griesthalia Cantik Lusyana Ihya Raihan Izzuddin May Dedu