PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI MEDIASI BRAND AWARENESS DAN BRAND IMAGE

Abstract

This research aims to determine the effect of Digital Marketing on purchasing decisions with brand awareness and brand image as a mediating variable of Scarlet Whitening products. Furthermore, the population consists of students of STIESIA Surabaya who have bought body lotion of Scarlett whitening products. The research applies quantitatively. The data collection technique used non-probability sampling. Additionally, the data analysis technique used Partial Least Square (PLS) with SmartPLS software 3.0 version. The result shows that digital marketing has a positive and significant effect on brand awareness. Digital marketing has a positive and significant effect on brand image. Brand awareness has a positive and significant effect on purchasing decisions. However, brand image has an insignificant effect on purchasing decisions. Digital marketing has a positive and significant effect on purchasing decisions through brand awareness. Digital marketing has an insignificant effect on purchasing decisions through brand image.