The Influence of Digital Marketing and Brand Awareness on Purchase Decisions of Esteh Indonesia Products

Abstract

 This study was conducted with the aim of determining the influence of digital marketing and brand awareness on the purchase decision of Esteh Indonesia products. The population used in this study is 1,684 consumers who purchase Esteh Indonesia products in the city of Palembang in 2024. The sample used in this study was 94 respondents using the slovin formula in calculating the number of samples. The results of multiple linear regression analysis show that digital marketing and brand awareness have a positive and significant effect on purchasing decisions for Esteh Indonesia products. Digital marketing, it is hoped that changes and evaluations will be made to the division that is authorized to manage social media. Brand awareness, it is hoped that with the increasing number of competitors with similar products, it will make a challenge for Esteh Indonesia to attract consumers' desire to make purchases.