ENCHANCING CUSTOMER PURCHASE DECISION THROUGH BRAND IMAGE, TRUST AND INSTAGRAM DIGITAL MARKETING : A CASE STUDY OF PT. DHARMAJAYA KIMIA PRATAMA
Trefwoorden:
Brand Image, Trust, Instagram Digital Marketing, Customer Purchase DecisionSamenvatting
Dharmajaya Kimia Pratama experienced a decline in customer purchase decisions which resulted in decreased sales data caused by brand image, trust, and instagram digital marketing. The Objective Research that will be used can be describe to analyze whether the brand image, trust, and instagram digital marketing have partial and simultaneous effect toward customer purchase decision at PT. Dharmajaya Kimia Pratama. Brand image, trust, and instagram digital marketing play an important role in increasing customer purchase decisions and sales. In this research, the writer used quantitative, descriptive, causal research design. The sampling technique used was convenient sampling. The sample size was 140 customers at PT. Dharmajaya Kimia Pratama. The data analysis technique uses multiple linear regression analysis with the SPSS program. The results of hypothesis test showed that brand image, trust, and instagram digital marketing have partial and simultaneous effect toward customer purchase decision at PT. Dharmajaya Kimia Pratama and adjusted R square value of 52.1%. Recommendations for PT. Dharmajaya Kimia Pratama need to be more active in utilizing Instagram as a promotional media and introducing products, organize uploading content regularly and consistent in the use of raw materials in accordance with the composition.
Referenties
Afifah, M. N., & Sitorus, D. H. (2023). Pengaruh Citra Merek, Kualitas Produk dan Word of Mouth Terhadap Keputusan Pembelian Produk Emina di Batam. Jurnal Mirai Management, 8(1), 328–340.
Agustin, Dwi Nina D., & Sutarso, Y. (2024). Pengaruh Citra Merek Dan Harga Terhadap Niat Beli Produk Pada Supermarket Syariah Dengan Moderasi ReligiusitaS. Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 32(1), 16–28.
Alamsyah, N. A., & Fikri, M. A. (2024). Pengaruh Digital Marketing Terhadap Keputusan Pembelian : Peran Mediasi Perilaku Konsumen. Jurnal Riset Entrepreneurship, 7(2), 128–144. https://doi.org/10.30587/jre.v7i2.8250
Alhamzawi, R., dan Yu, K. (2022). Variable selection in quantile regression via Gibbs Sampling. Journal of Applied Statistics, 39 (4): 799-813.
Angeline, C., Suparna , G., & Dana , I. M. (2023). The Role of Brand Image Mediates the Influence of Promotion on Purchase Decisions. Journal of Law and Sustainable Development, 11(10), e869. https://doi.org/10.55908/sdgs.v11i10.869
Apuke, O. (2022). Quantitative Research Methods : A Synopsis Approach. Arabian Journal of Business and Management Review (Kuwait Chapter)., 6, 40–47. https://doi.org/10.12816/0040336
Ary, D., Jacobs, L. C., & Sorensen, C. (2019). Introduction to Research in Education. USA: Wadsworth
Bhat, C.R., (2023). Incorporating Observed and Unobserved Heterogeneity in Urban Work Travel Mode Choice Modeling. Department of Civil Engineering, The University of Texas at Austin
Bloomfield, J., & Fisher, M. J. (2019). Quantitative research design. Journal of the Australasian Rehabilitation Nurses Association, 22 (2), 27-30.
Chicco, D., & Jurman, G. (2021). The advantages of the Matthews correlation coefficient (MCC) over F1 score and accuracy in binary classification evaluation. BMC Genomics, 21(1). https://doi.org/10.1186/s12864-019-6413-7
Creswell, John W. (2020). Pendekatan Metode Kualitatif, Kuantittatif dan Campuran. Yogya: Pustaka Pelajar
Dewi, A. S., & Elwisam, E. (2024). Pengaruh Citra Merek, Kualitas Produk Dan Promosi terhadap Keputusan Pembelian Produk Proyektor Epson Di Jakarta. Oikonomia: Jurnal Manajemen, 17(1), 39–51. https://doi.org/10.47313/oikonomia.v17i1.1241
Dewi, P. D. R., & Darma, G. S. (2022). MENAKAR EFEktivitas Digital Marketing Via Instagram. Edunomika, 9(01), 356–363.
Dubois, Baker. (2023). Calorimetric Method for Determination of Sugars and Releated Substances. Anal Chem 28 (3) : 350-356.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Erwin, Degdo Suprayitno, Nadia Dwi Irmadiani, Musran Munizu, Muchayatin Muchayatin, Indah Mawarni, Saktisyahputra Saktisyahputra, Joko Riyanto, Gde Indra Surya Diputra, Ribut Musprihadi, Vina Islami, Jenny Nancy Kaligis dan Loso Judijanto. 2024. Manajemen Pemasaran: Teori dan Strategi. Yogyakarta: Green Pustaka Indonesia.
Fadhilah, A. R. N., & Damarwulan, L. M. (2024). Kepercayaan terhadap Organisasi Mempengaruhi Berbagi Pengetahuan. Jurnal Akuntansi, Manajemen, Dan Perencanaan Kebijakan, 1(4), 1–7. https://doi.org/10.47134/jampk.v1i4.356
Gunawan, Adisaputro. (2022). Manajemen Pemasaran: Analisis Untuk Perancangan Strategi Pemasaran. Yogyakarta: Unit Penerbit Dan Percetakan Sekolah Tinggi Ilmu Manajemen YKPN. 2014.
Halim, A., & Tyra, M. J. (2021). Pengaruh Online Consumer Review Dan Influencer Terhadap Keputusan Pembelian Produk Di Marketplace Shopee. Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi, 18(1), 99. https://doi.org/10.31315/be.v18i1.5630
Johnston, D. D. (2022). Research methods for everyday life: Blending qualitative and quantitative approaches. San Fransisco: JosseyBass
Kotler, P dan Amstrong. (2021). Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit. Salemba Empat. Jakarta.
Kumar, V., & Ramachandran, D. (2021). Developing firms' growth approaches as a multidimensional decision to enhance key stakeholders' wellbeing. International Journal of Research in Marketing, 38(2), 402-424.
Liusito, R. A., & Tulung, J. E. (2020). the Influence of Consumer Trust and Perceived Value on Consumer Purchase Decision of E-Commerce in Social Media (Study Case in Manado). Saerang 475 Jurnal EMBA, 8(3), 475–484.
Loeb, S., & et al. (2021). Descriptive analysis in education:A guide for researchers.(NCEE 2017–4023). Washington, DC: U.S. Department of Education, Institute of Education Science.
Mohajan, Haradhan Kumar. (2020). “Qualitative Research Methodology in Social Sciences and Related Subjects”. Journal of Economic Development, Environment and People. Vol.7.Issue 1. halaman 27
Nugroho, N. E. (2021). Pengaruh Citra Merek, Persepsi Kualitas, Fitur Produk Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Pada Smartphone Samsung Galaxy a10S. Jurnal Ekonomi, 22(2), 223–249. https://jurnalekonomi.unsla.ac.id
Pradana, R. A., & Budiarti, L. (2024). PENgaruh digital marketing dan kepercayaanterhadap keputusan pembelian melalui jasa shopee pada masyarakat di desa rawan, kecamatan krejengan, kabupaten probolinggo. Jebiman: Jurnal Ekonomi, Bisnis, Manajemen Dan Akuntans, 2(3), 1–23.
Ramadhan Aprian Aditama, R., Larasati, N., & Paramita Pratita, M. (2024). Pengaruh Digital Marketing, Brand Image Terhadap Keputusan Pembelian. 35(2), 163–171. https://ekonomi.republika.co.id.
Rahmawati, E. A. Setiawan, and Muinah Fadhilah, “Strategis Promosi Digital Marketing Pada Distributor Keramik Di Yogyakarta”, JTMIT, vol. 2, no. 4, pp. 287–292, Dec. 2023.
Raphael Romeo Lenardo, & Inda Sukati. (2023). Pengaruh Citra Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Produk Pada PT Trimitra Warna Jaya. ECo-Buss, 5(3), 969–982. https://doi.org/10.32877/eb.v5i3.664
Robert W. Palmatier & Andrew T. Crecelius, 2019. " Prinsip-prinsip pertama" strategi pemasaran ," AMS Review , Springer;Academy of Marketing Science, vol. 9(1), halaman 5-26, Juni.
Santoso, F., & Anas, Z. (2021). Analisis faktor - faktor yang mempengaruhi pengambilan keputusan konsumen terhadap pembelian rumah. Journal of Management and Digital Business, 1(3), 163–174. https://doi.org/10.53088/jmdb.v1i3.323
Sindiah, S., & Rustam, T. A. (2023). Pengaruh Keamanan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian E-Commerce Pada Facebook. ECo-Buss, 6(1), 42–52. https://doi.org/10.32877/eb.v6i1.624
Sitohang, G. P., & Siagian, M. (1845). Pengaruh Citra Merek , Kualitas Produk Dan Digital Marketing Terhadap Keputusan Pembelian Kosmetik Emina Di Kota Batam Sekarang kaum wanita harus memakai kosmetik . Dengan banyaknya jenis kosmetika yang tersedia di pasar , yakni produk dalam negeri ataupu. Jurnal Media WahanaEkonomika, 21(3), 419–428.
Styawati, A. L. ., & Roni, M. . (2023). Pengaruh Brand Image dan Digital Marketing Terhadap Keputusan Pembelian Produk Kosmetik . Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 7648–7656.
Sujarweni, V. Wiratna. (2023). Metodologi Penelitian Bisnis Dan Ekonomi, 33. Yogyakarta: Pustaka Baru Press.
Theresa, J., & Paramita, S. (2023). Pemasaran Digital Pada Media Sosial Akun Instagram Somethinc. Kiwari, 2(4), 613–619. https://doi.org/10.24912/ki.v2i4.27246
Taherdoost, H (2023). Validity and reliability of the research instrument; HowtoTest the Validation of a Questionnaire/Survey in a Research. International Journal of Academic Research in Management. 5(3), 28- 36, doi.org/10.2139/ssrn.3205040.
Vidianto, R., & Ugy Soebiantoro. (2022). Pengaruh Brand Image, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Kartu Perdana Im3 Prabayar By Indosat Di Kota Tuban, Jawa Timur. Jwm (Jurnal Wawasan Manajemen), 10(3), 188–197. https://doi.org/10.20527/jwm.v10i3.209
Zhu, F., & Zhang, X., M. (2023). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristic. Journal of Marketing, Vol. 74 (March 2010), 133-148.
