PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HASGARAGE PADA PLATFORM TOKOPEDIA
Abstract
This study aims to determine and analyze the influence of Digital Marketing and Brand Awareness on the Purchase Decision of Hasgarage products on the Tokopedia platform. This research employed a quantitative method with an associative approach. The sample consisted of 135 respondents selected using purposive sampling. Data were collected through Likert-scale questionnaires and analyzed using SPSS version 27, including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²).The results indicate that Digital Marketing has a positive and significant effect on Purchase Decision, with a t-value of 6.745 greater than the t-table value of 1.978. Brand Awareness also has a positive and significant effect on Purchase Decision, with a t-value of 5.453 greater than the t-table value of 1.978. Simultaneously, Digital Marketing and Brand Awareness have a positive and significant effect on Purchase Decision, as indicated by an F-value of 159.135 greater than the F-table value of 3.06. The Adjusted R Square value of 0.702 indicates that both independent variables explain 70.2% of the variation in Purchase Decision, while the remaining 29.8% is influenced by other variables outside the scope of this study.
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