Pengaruh Iklan Digital dan Kesadaran Merek Terhadap Keputusan Pembelian Produk pada Perusahaan JD.ID pada Mahasiswa Fakultas Ilmu Budaya Universitas Sumatra Utara

Abstract

JD.ID is a retail company that online based purcashing the company have tagline “Dijamin Ori” with guaranteed an original product makes young people to buy goods / products in this company By utilizing its own logistics fleet and supported by a network of partners throughout Indonesia, JD.ID can provide fast and reliable delivery services throughout the all region Indonesia, The purpose of this research is to find out the influence of the relationship between digital advertising and brand awareness on the decision to buy a product JD.ID to USU students, Researchers using Slovin samples with a total population of 413 people, using the Slovin sample to 80 respondentsThis study uses multiple linear regression analysis techniques, the results of this study are There is an influence between digital advertising on the decision to buy a product JD ID di Universitas Sumatera Utara faculty of Humanities seen t-count = 4.784> t-table = 1.990. And the sig value of 0.000 <a 0.05, there is an influence between brand awareness on the decision to buy JD ID products at the University of North Sumatra, Faculty of Cultural Sciences, seen from the value of t-count = 3.156> t-table = 1.990. Simultaneous tests show that there is a significant effect of 20.380> f-table = 3.11. and sig value 0,000 <0,05 means that this accepts the hypothesis that Adjusted R Square which in the table above is worth 0,516 or worth 51,6% shows a close relationship between each variable