Pengaruh Strategi Digital Marketing dan Citra Merek terhadap  Keputusan Pembelian Konsumen pada Coffee Shop di  Bangkinang

Andri Nofiar. Am; Supriati; Tri Handayani; Rahmad Akbar; Dzulhijjah Yetti

doi:10.32502/dibinom.v2i1.1783

Penulis

Andri Nofiar. Am Politeknik Negeri Bengkalis
Supriati Politeknik Negeri Bengkalis
Tri Handayani Politeknik Negeri Bengkalis
Rahmad Akbar Politeknik Kampar
Dzulhijjah Yetti Politeknik Kampar

DOI:

https://doi.org/10.32502/dibinom.v2i1.1783

Kata Kunci:

Digital Marketing Strategy, Brand Image, Purchasing Decision, Coffee Shop

Abstrak

This study aims to analyze the effect of digital marketing strategy and brand image on consumer purchasing decisions at coffee shops in Bangkinang. This research employs a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 98 respondents selected using purposive sampling technique. Data analysis was conducted using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results show that digital marketing strategy has a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions and is found to have a more dominant influence compared to digital marketing strategy. Simultaneously, digital marketing strategy and brand image significantly influence consumer purchasing decisions at coffee shops in Bangkinang. The coefficient of determination indicates that both independent variables are able to explain a substantial portion of the variation in purchasing decisions. These findings suggest that effective digital marketing strategies and a strong brand image are crucial factors in enhancing consumer purchasing decisions. Therefore, coffee shop business owners are encouraged to optimize the use of digital media and strengthen their brand image in order to improve business competitiveness.

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