The Effect of Digital Marketing, Brand Awareness, and Brand Image on Purchasing Decisions for Hazeline Snow Products in Batam
DOI:
https://doi.org/10.35870/jemsi.v12i5.7595Keywords:
Digital Marketing, Brand Awareness, Brand Image, Purchase DecisionAbstract
This study investigates the effects of digital marketing, brand awareness, and brand image on consumers' purchasing decisions regarding Hazeline Snow products in Batam. A quantitative research design was adopted, with respondents selected through purposive sampling. Data were collected from 100 individuals who were familiar with or had previously used Hazeline Snow products by distributing an online questionnaire via Google Forms. The collected data were measured using a five-point Likert scale and processed using IBM SPSS Statistics 26. The analysis involved validity and reliability testing to ensure the quality of the research instrument, followed by classical assumption tests and multiple linear regression analysis to evaluate the relationships between the independent variables and purchasing decisions. The findings reveal that digital marketing and brand awareness have a positive and statistically significant effect on purchasing decisions, whereas brand image does not have a statistically significant effect. Nevertheless, the simultaneous test indicates that digital marketing, brand awareness, and brand image collectively exert a significant influence on purchasing decisions for Hazeline Snow products in Batam.
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