The Effect of Digital Marketing and Brand Awareness on Decisions to Purchase Internet Service Provider Products

Abstract

In today's generation, increasing technological advances have made developments in marketing strategies have evolved into the era of digitalization. One of the companies that has the largest telecommunication network system in Indonesia, namely PT Nugraha Utama Teknologi, focuses on its marketing strategy through social media on PT Nugraha Utama Teknologi. The purpose of this study is to determine whether digital marketing and brand awareness have a significant effect on purchasing decisions partially and determine whether digital marketing and brand awareness have a significant effect on purchasing decisions simultaneously. The research design is survey research using quantitative methods. The sampling technique used in this study was accidental sampling with a sample of 100 people. The results of this study indicate that the first digital marketing variable has a partially significant effect on purchasing decisions. Second, the brand awareness variable has a significant effect on purchasing decisions partially. Third, digital marketing and brand awareness variables have a significant effect on purchasing decisions simultaneously.