Ramadani, Putri Suci (2023) Skripsi Pengaruh Digital Marketing Dan Citra Merek Terhadap Keputusan Pembelian Produk Pak Haji Chendra Beauty Hpa Di Pekanbaru (studi Kasus Chendra Beauty Hpa Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of knowing the effect of digital marketing and brand image on purchasing decisions on Pak Haji Chendra Beauty HPA products in Pekanbaru. The sampling technique in this study is to use the Lemeshow formula. In this case the researcher took samples by distributing questionnaires to the respondents totaling 68 samples. The method used is descriptive analysis and Smart PLS analysis. The results showed that (1) simultaneously digital marketing and brand image had a positive and significant effect on purchasing decisions, (2) partially digital marketing had a positive and significant effect on purchasing decisions, and (3) partially brand image had a positive and significant effect on buying decision.

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