Analysis of buying decision levels based on brand image, price, and digital marketing

Dede Hertina; Nadhira Novtrianti; Sukmawati Sukmawati

doi:10.36096/ijbes.v4i1.313

Authors

Dede Hertina Universitas Widyatama
Nadhira Novtrianti Universitas Widyatama
Sukmawati Sukmawati Universitas Widyatama

DOI:

https://doi.org/10.36096/ijbes.v4i1.313

Keywords:

Buying Decision, Brand Image, Price, Digital Marketing

Abstract

In carrying out business, there is one process that can be maximized in business development, which is the marketing aspect. Marketing is a total system of business activities designed to plan, price, promote, and distribute goods and services that satisfy the needs of both current customers and potential customers. This study is carried out on a business that pays attention to the marketing aspect for business development purposes, namely Elina Keramik Bandung. Customers who buy their products cannot be separated from their marketing strategies. The purpose of this study is to analyze the level of influence of the three marketing variables that can be found in Elina Keramik, namely brand image, price, and digital marketing on the level of customer buying decisions of Elina Keramik. The research method used in this study is a quantitative approach with a descriptive method. The sample that was used in this study is 125 respondents who are customers of Elina Keramik. The results obtained in this study are overall price, and digital marketing has a significant influence on buying decisions with a value of 70.6 percent. The variable price has a significant influence on buying decisions with a significant value of 0.43 <0.05. And the variable digital marketing has a significant influence on buying decisions with a significant value of 0.00 <0.05. While the variable brand image that was declared has no influence on buying decisions with a significant value of 0.06> 0.05.

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