| dc.description.abstract | The transformation from traditional marketing to digital marketing is a complex phenomenon that changes the dynamics of the industry. Companies must adopt online-based marketing strategies to remain competitive. In the digital marketing era, several aspects influence marketing strategies, including personal branding. A product must have a strong personal branding to build a specific image in the minds of consumers through digital platforms, ultimately increasing the likelihood of consumers making a purchase. Therefore, this study aims to investigate and analyze the influence of personal branding, brand image, and digital marketing on the purchase decision of Scarlett whitening among students of Universitas Sumatera Utara. This study uses quantitative data with an associative research design. The population in this study is students of Universitas Sumatera Utara, with a total number of 48,188 students. The sample size is 100 respondents. The sampling technique used is accidental sampling with the criteria being students of Universitas Sumatera Utara who have previously used the product Scarlett whitening. The analysis method used is descriptive analysis and multiple linear regression analysis. The results of this study show that simultaneously, personal branding, brand image, and digital marketing have a positive and significant influence on the purchase decision. Partially, each variable of personal branding, brand image, and digital marketing has a positive and significant influence on the purchase decision of the Scarlett whitening product among students of Universitas Sumatera Utara. | en_US |
