Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over di Kota Medan

Abstract

In the rapidly advancing digital era, the development of information technology has brought significant changes to the business world. One of the most notable impacts of this transformation is the shift in marketing methods from predominantly conventional approaches to digital marketing strategies. This study aims to analyze the extent to which digital marketing strategies and brand image influence consumer purchase intention toward Make Over cosmetic products in Medan City. The study is expected to provide insights into the effectiveness of digital marketing and the role of brand image in driving consumer purchasing decisions in the local market. The research employs a quantitative method with an associative approach. Primary data were collected through questionnaires distributed to 100 respondents who are Make Over consumers in Medan. The data analysis methods used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results indicate that digital marketing has a positive and significant effect on consumer purchase intention, with key indicators including information accessibility, interactivity, credibility, and the quality of information delivered through digital platforms. Additionally, brand image also has a proven positive and significant effect on purchase intention. The coefficient of determination (R) test shows a strong relationship among digital marketing, brand image, and purchase intention, with an R value of 81.3%.