The Influence Of Digital Marketing And Brand Awareness On The Purchasing Decisions Of Brand Products Clothing Erigo In Teenagers At Makassar City

Abstract

The thesis discusses The influence of digital marketing, brand awareness on purchasing decision. This study aims to find out: 1). The influence of digital marketing on purchasing decision. 2). The influence of brand awareness on purchasing decision. This research uses Hovland’s A-T-R (Awareness, Trial, Reinforcement) Theory and Ehrenbrergs Robert S.'s S-O-R (Stimulus-Organism-Response) theory. The population in this study were adolescent consumers of Makassar City who used Erigo products. The number of samples in this study was 60 respondents. The technique of the sample selection used is random sampling. The data in the study were collected using the questionnaire method. The instrument tests used are validity tests and reliability tests. The analysis technique used is multiple linear regression. The results of this study show that: 1. Digital marketing affects purchasing decisions. 2. Brand awareness affects purchasing decisions. 3. Digital marketing (X₁) and brand awareness (X₂) simultaneously affect purchasing decisions (Y)