Pengaruh Strategi Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Pada Toko Stiina Cake

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Digital marketing dan brand awareness terhadap keputusan pembelian pada Toko STIINA Cake di Kota Pematangsiantar. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi masyarakat yang pernah melakukan pembelian di Toko STIINA Cake pada periode Juni 2024 hingga Oktober 2024 sebanyak 6.280 orang. Penentuan jumlah sampel dilakukan menggunakan rumus Slovin dengan tingkat kesalahan 10%, sehingga diperoleh sampel sebanyak 99 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, serta uji koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, strategi Digital marketing dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa strategi pemasaran digital dan kesadaran merek yang baik dapat meningkatkan minat dan keputusan konsumen dalam melakukan pembelian di Toko STIINA Cake. This study aims to determine the effect of Digital marketing and brand awareness on purchasing decisions at the STIINA Cake Store in Pematangsiantar City. This study uses a quantitative approach with a population of people who have made purchases at the STIINA Cake Store in the period June 2024 to October 2024 totaling 6,280 people. The determination of the number of samples was carried out using the Slovin formula with an error rate of 10%, so that a sample of 99 respondents was obtained. The sampling technique used was purposive sampling. Data collection was carried out by distributing questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination (R²) tests. The results of the study showed that partially and simultaneously, Digital marketing strategies and brand awareness had a positive and significant effect on purchasing decisions. These findings indicate that good Digital marketing strategies and brand awareness can increase consumer interest and decisions in making purchases at the STIINA Cake Store.