The Influence of Brand Image and Digital Marketing on Consumer Purchasing Decisions (Case Study on Roja Bouquet Flower Shop)

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Published: Nov 20, 2024
DOI: https://doi.org/10.55299/ijec.v3i2.1183
Keywords:
Brand Image; digital marketing; purchasing decisions

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Umar Bakti
Bachelor of Entrepreneurship Study Program, Faculty of Business, Mitra Indonesia University-Bandar Lampung
Rini Loliyani
Bachelor of Entrepreneurship Study Program, Faculty of Business, Mitra Indonesia University-Bandar Lampung
Hairudin Hairudin
Bachelor of Entrepreneurship Study Program, Faculty of Business, Mitra Indonesia University-Bandar Lampung
Astrid Aprica Isabella
Universitas Mitra Indonesia
Rina Loliyana
Bachelor of Management Study Program, Faculty of Business, Mitra Indonesia University-Bandar Lampung
Ira Adelita
Bachelor of Entrepreneurship Study Program, Faculty of Business, Mitra Indonesia University-Bandar Lampung

Abstract

This research aims to determine the influence of Brand Image and Digital Marketing Attitudes on consumer purchasing decisions at the Roja Bouquet flower shop in Bandar Lampung. The type of data used in this research is quantitative, using primary and secondary data. To determine the research sample, we used a probability sampling technique because the population was above 100. The results of calculations using the Slovin formula produced a sample size of 70 respondents. The analysis technique used involves Validity, Reliability, Classical Assumptions and Hypothesis Tests. From the research results, we found that Brand Image and Digital Marketing together have a significant influence on consumer purchasing decisions at the Roja Bouquet flower shop. Brand Image and Digital Marketing have an influence of 48.9% on consumer purchasing decisions, while the remaining 51.1% is influenced by other factors not examined in this research.

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How to Cite
Bakti, U., Loliyani, R., Hairudin, H., Astrid Aprica Isabella, Loliyana, R., & Adelita, I. (2024). The Influence of Brand Image and Digital Marketing on Consumer Purchasing Decisions (Case Study on Roja Bouquet Flower Shop). International Journal of Economics (IJEC), 3(2), 1380–1390. https://doi.org/10.55299/ijec.v3i2.1183
Issue
Vol. 3 No. 2 (2024): July-December
Section
Articles
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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