DIGITAL MARKETING AS A KEY STRATEGY TO SUPPORT FOOD INDUSTRY GROWTH: CASE OF PT. DFZ, INDONESIA

Abstract

Digital marketing has an important role to support Food Industry in the digital where internet is one of important things that customer use to looking their needs. This paper has objective to determine the impact of Digital Marketing as one of key strategy to increase the sales for the products of PT. DFZ. The research methodology will be using the method of exploratory (qualitative) research and descriptive (quantitative) research. The information will be conducted through primary and secondary data. The primary data sample will be conducted based on interview and surveys from DFZ Management, related Head of Department, and customers. The secondary data will be collected through data based on the analysis that had been conducted previously. The data that has been collected will be analysed using Pearson Correlation Coefficient and Multiple Regression Analysis. The Result of the research shows that brand image have positive significant effect with the dependent variable, and purchase intention and customer referral have negative significant effect with the dependent variable.