The influence of digital marketing, price and brand image on purchasing decisions at RDNB jewelry in Legian, Badung

Abstract

The Covid-19 pandemic has had various impacts on people's lives. One of the impacts is that people are shifting from traditional marketing to modern marketing in the form of digital marketing in the midst of advances in technology and communication. E-Commerce does not only provide benefits to companies but also to society as consumers. The research aims to determine the effect of digital marketing, price, and brand image on purchasing decisions at RDNB Jewelry. The research population is RDNB Jewelry consumers in Legian, Badung with a sample of 100 respondents. The research method used is quantitative. Data analysis techniques used Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, F test and t test using SPSS version 26. The results showed digital marketing, price and brand image together had a positive and significant effect on purchasing decisions, digital marketing has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on purchasing decisions. The suggestions that can be given are expected for RDNB Jewelry to make advertisements that can entertain consumers, create competitive pricing policies, offer products that are unique so that later they can differentiate from competing products and offer quality products at appropriate prices.