Analisis Pengaruh Pemasaran Digital dan Kesadaran Merk terhadap Keputusan Pembelian pada Aplikasi “Seindo Travel”

Abstract

Digital marketing is aimed at increasing brand awareness of the "Seindo Travel" application, but this has no impact on increasing brand awareness of the "Seindo Travel" application among users or consumers. The aim of this research is to: 1) Analyze the influence of digital marketing on purchasing decisions for the Seindo Travel application. 2) Analyze the influence of brand awareness on purchasing decisions for the Seindo Travel application. 3) Analyze the influence of digital marketing and brand marketing to attract people's buying interest in Seindo Travel products and 4) Analyze the level of public awareness of the existence of Seindo Travel products at this time. Research was conducted at Seindo Travel, located in Medan City, North Sumatra regarding the Role of Digital Marketing and Brand Marketing on Purchasing Decisions on the "Seindo Travel" Application. The analytical method used in this research is multiple regression analysis with a total of 150 respondents. The research results showed that digital marketing had an influence on purchasing decisions for the Seindo Travel application with a regression coefficient value of 0.476. These results show that digital marketing plays a role in people's decisions to buy the Seindo Travel application. Brand awareness influences purchasing decisions for the Seindo Travel application with a regression coefficient value of 0.395. These results show that brand awareness plays a role in people's decisions to buy the Seindo Travel application. Digital marketing and brand marketing have an influence on attracting people's buying interest in Seindo Travel products with a significant value of 0.000. The level of public awareness of the existence of Seindo Travel products is still at 37.8% so efforts are needed to increase public awareness of the existence of Seindo Travel products