Pengaruh Komunikasi Pemasaran Digital dalam Membentuk Kesadaran Merk dan Keputusan Membeli Produk Dealjava di Kota Medan

Abstract

The research titled effects of Digital Marketing Communication in shaping the brand awareness and purchase decision of Dealjava products in Medan aims to find out whether digital markering communication done by Deuljava shapes the brand awareness and customers purchase decision 96 Dealjava customers in Medan are used as research-samples, collected using Wibisono formula and criteria of respondent-determination is used to fill out the questionnaires. This quantitative research employs linier regression analysis technique to find out the effect of each variable and find out the result of hypothesis. The result of the research ohtains 1) the feat result indicates that Digital Marketing Communication can predict the shaping variable of Brand Awareness positively and significantly. The further result indicates 2) a significant value which indicates that variable of Digital Marketing Communication can predict the changes of Purchase Decision. The last result indicates 3) a significant value which indicates that Digital Marketing Communication can predict the variation of changes of both Digital Marketing Communication and Purchase Decision.