IDEAS home Printed from https://ideas.repec.org/a/adi/ijbess/v4y2022i1p87-94.html
   My bibliography  Save this article

Analysis of buying decision levels based on brand image, price, and digital marketing

Author

Listed:
  • Dede Hertinaa

    (Faculty of Business and Economics, Widyatama University, JL. Cikutra No. 204A Bandung, West Java, Indonesia)

  • Nadhira Novtrianti

    (Faculty of Business and Economics, Widyatama University, JL. Cikutra No. 204A Bandung, West Java, Indonesia)

  • Sukmawati Sukmawati

    (Faculty of Business and Economics, Widyatama University, JL. Cikutra No. 204A Bandung, West Java, Indonesia)

Abstract

In carrying out business, there is one process that can be maximized in business development, which is the marketing aspect. Marketing is a total system of business activities designed to plan, price, promote, and distribute goods and services that satisfy the needs of both current customers and potential customers. This study is carried out on a business that pays attention to the marketing aspect for business development purposes, namely Elina Keramik Bandung. Customers who buy their products cannot be separated from their marketing strategies. The purpose of this study is to analyze the level of influence of the three marketing variables that can be found in Elina Keramik, namely brand image, price, and digital marketing on the level of customer buying decisions of Elina Keramik. The research method used in this study is a quantitative approach with a descriptive method. The sample that was used in this study is 125 respondents who are customers of Elina Keramik. The results obtained in this study are overall price, and digital marketing has a significant influence on buying decisions with a value of 70.6 percent. The variable price has a significant influence on buying decisions with a significant value of 0.43 0.05.

Suggested Citation

  • Dede Hertinaa & Nadhira Novtrianti & Sukmawati Sukmawati, 2022. "Analysis of buying decision levels based on brand image, price, and digital marketing," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(1), pages 87-94, January.
    • Handle: RePEc:adi:ijbess:v:4:y:2022:i:1:p:87-94
    DOI: 10.36096/ijbes.v4i1.313
    as

    Download full text from publisher

    File URL: https://doi.org/10.36096/ijbes.v4i1.313
    Download Restriction: no
    File URL: https://doi.org/10.36096/ijbes.v4i1.313
    Download Restriction: no
    File URL: https://libkey.io/10.36096/ijbes.v4i1.313?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adi:ijbess:v:4:y:2022:i:1:p:87-94. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ibihutr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.