Effectiveness Of Digital Marketing Research Articles

Pengaruh Digital Marketing dan User Experience Terhadap Keputusan Penggunaan Gojek Melalui Brand Image

The purpose of this study was to determine 1) the effect of digital marketing on usage decisions, 2) the influence of user experience on usage decisions, 3) the infIuence of digitaI marketing on brand image, 4) the infIuence of user experience on brand image, 5) the influence of brand image on usage decisions. , 6) infIuence of digitaI marketing on usage decisions through brand image, 7) infIuence of user experience on usage decisions through brand image. The study was conducted on 200 Gojek users in Jakarta who have used Gojek for at Ieast one year, using the SEM method and AMOS tooIs. The resuIts show that 1) digitaI marketing has a significant and positive effect on usage decisions, 2) user experience has a significant and positive effect on usage decisions, 3) digitaI marketing has a significant and positive effect on brand image, 4) user experience significantly and positive effect on brand image, 5) brand image has a significant and positive effect on usage decisions, 6) digitaI marketing has a significant and positive effect on usage decisions through brand image, 7) user experience has a significant and positive effect on usage decisions through brand image

Impact of Digital Marketing on Consumer Purchasing Behaviour.

Digital marketing is a new technology that has brought the internet into the social realm by introducing social media platforms such as social network sites, user-review websites, discussion forums, and smartphone applications, which are collectively referred to as online data and via which individuals may access and produce data. This study aims to investigate and evaluate the impact of gender on consumer behaviour and the effects of digital marketing on consumer purchasing in Ludhiana. According to the state of marketing, the survey includes the social networks that consumers use the most frequently, including Facebook, Twitter, LinkedIn, Google+, and YouTube. The study's conclusions show that a substantial portion of participants agreed that digital marketing channels significantly influenced consumer behaviour and purchasing decisions. Our findings emphasise the requirement of authenticity, relevance, and ethical engagement in digital marketing strategies to foster client trust and loyalty.

Effect of Digital Marketing on the Financial Performance of Microfinance Institutions in Rwanda

In this study, the effect of digital marketing on the efficiency of microfinance institutions in the Musanze region was specifically examined. The goal was to assess the effect of digital marketing on the financial performance of the selected MFIs in Musanze district. The specific objectives of the study were to examine the effect of Social Media Marketing on performance of MFIs in Musanze district, to analyze the effect of Influencer Marketing on the performance of MFIs, to ascertain the effect of Mobile Marketing on the performance of MFIs, while also assuring the satisfaction of their staff and that they are operating efficiently to increase revenues. The goals also include implementing technology, measuring the effectiveness of microfinance institutions in the nation that have lagged behind in the marketing sector, and identifying the usual digital marketing channels used by Rwanda's microfinance institutions. The probability sampling technique (Simple Random Sampling) was used in conjunction with stratified sampling approach. This study gathered information from 154 employees at 14 microfinance organizations using a quantitative approach. Both descriptive and inferential statistics were used for the data analysis. The binary regression model and SPSS 24 SOFTWARE were also used for data analysis. The study's findings demonstrate that digital marketing significantly improves how microfinance businesses run. According to respondents, Digital marketing's contribution to the expansion of the loan portfolio is frequently considered to be of negligible importance. This study suggests that microfinance institutions can more fully utilize technology to ensure that their daily tasks are done.

Analysis of Consumer Satisfaction with Digital Marketing and Service Quality

The purpose of this study was to determine the condition of the digital marketing variables, service quality and customer satisfaction at Brits Hotel Karawang KARAWANG. In addition, this study aims to determine how much influence digital marketing has on customer satisfaction, the effect of service quality on customer satisfaction, and the effect of digital marketing and service quality on customer satisfaction. This research is a sample study conducted by consumers as respondents in the study, to collect data using a questionnaire with a total of 100 respondents consisting of consumers and visitors to Café and Resto Karawang. The analysis method used is quantitative method with descriptive analysis and verification analysis. To process the data, the authors used the help of the Microsoft Excel 2016 program and SPSS 22 For Windows. The results of the research that has been done state that digital marketing is in the criteria quite well, service quality is in the criteria quite well and customer satisfaction is also in the criteria quite well. The T test results show that digital marketing partially affects customer satisfaction, service quality partially affects customer satisfaction. The results of the F test show that digital marketing and service quality simultaneously affect customer satisfaction. To get better customer satisfaction, Brits Hotel Karawang KARAWANG must pay more attention to digital marketing and service quality simultaneously. Because these two variables play an important role in customer satisfaction

The Effectiveness of Digital Marketing in Fostering Consumer Buying Interest during the Covid-19 Pandemic (Case Study on Shopee E-Commerce Users at University of Merdeka Malang, Indonesia)

This study aims to determine the effectiveness of Shopee's digital marketing in growing people's buying interest. This research uses descriptive and quantitative methods, using a Likert scale as a measure. The sampling method uses a non-probability sample. The data analysis method used in this research article is simple linear regression analysis, which is processed using SPSS software. The population in this study were students of Merdeka University Malang, and the sample studied was 70 samples. The results of this study have proven that digital marketing variables have a large positive effect on consumer purchase intentions.

Navigating the Digital Landscape: Impact, Significance, and Challenges of Digital Marketing in Contemporary Business Growth

The quick transition of marketing to the digital domain has been revolutionary, with the internet playing a crucial part in this fundamental change. The objective of this research is to evaluate the many effects of digital marketing on firms, specifically its contribution to promoting expansion and the worldwide economy. The study will examine the importance of digitalization in both developed and developing countries, investigating its impact on the market environment. Furthermore, the research will thoroughly examine the difficulties and advantages linked to the use of digital marketing tactics, considering the constantly evolving technical environment and the issues related to safeguarding data privacy. This study endeavours to provide a thorough examination of the function of digital marketing in modern corporate strategies, elucidating its potential advantages and the obstacles that must be overcome.

Effectiveness of Digital Marketing in Promoting Rural Entrepreneurship in Malaysia and its Impact on Small Entrepreneurs' Income

Effectiveness of Digital Marketing in Promoting Rural Entrepreneurship in Malaysia and its Impact on Small Entrepreneurs' Income

Investigating the Impact and Effectiveness of Digital Marketing on Brand Awareness, Sales and Customer Engagement

Digital marketing strategy is an important strategy in the current business field, which leverages digital technology and various digital platforms and tools to interact and communicate with target audiences, in order to enhance brand awareness, increase sales, and promote customer engagement. With the rapid development of internet technology and the increasing demand for digital content, the significance of digital marketing strategy has become increasingly important. However, along with the many opportunities brought by digital marketing, there are also challenges. Enhancing brand awareness, addressing sales issues, and increasing customer engagement have become difficult problems for businesses. By using quantitative and qualitative research methods, combined with empirical data and case analysis, this paper explores in-depth the impact of digital marketing strategy on brand awareness, sales growth, and customer engagement, analyzes the role of digital platforms and tools in brand promotion, as well as the effects of personalized marketing and interactive activities on sales and customer engagement. The results demonstrate that digital marketing strategy has a positive impact on enhancing brand awareness, promoting sales growth, and increasing customer engagement. Through digital platforms and tools, businesses can more accurately target their customers, provide personalized content and interactive activities, and thus expanding their brand influence and attracting consumers attention, improving purchase rates and customers loyalty. This study provides practical guidelines for businesses to develop more effective digital marketing strategies.

The Effect of Digital Marketing and Customer Satisfaction on Company Image And Its Impact on Customer Loyalty Local Water Supply Utility (PDAM) Semarang Regency

Water, as a vital element needed by all living entities, including humans, is an irreplaceable staple in today's global ecosystem. Its presence has a crucial role in maintaining human survival. As a result, the responsibility for overall water management falls on the government as the main regulator in this regard. The basis for this research is due to the research gap and to strengthen theories about digital marketing on customer satisfaction and digital marketing and customer satisfaction on company image. The research method used is "explanatory research" which highlights the influence between research factors through hypothesis testing. Researchers distributed 180 questionnaires to 180 respondents from the draw. One hundred and thirty questionnaires were then examined for completeness until it showed that only 151 questionnaires had data suitable for use for research. The results showed that by increasing PDAM customer loyalty, an appropriate marketing method is needed using digital marketing methods. Customer loyalty is built on two variables, namely customer satisfaction and company image. The increasing number of customer complaints shows a decrease in the level of customer satisfaction of PDAM Semarang Regency. Efforts to reduce customer complaints are carried out through communication with customers.

Effectiveness of Digital Marketing on Revisit Intention Outpatient of Brebes Regional General Hospital

Background: The Covid-19 outbreak turned into a pandemic in Indonesia in 2020. The patient's intention to visit the hospital due to the pandemic but can be influenced by the hospital's marketing strategy. Brebes Regional General Hospital before the Covid-19 pandemic used conventional marketing and, in an effort, to increase the number of repeat visits to patients in the pandemic era and industry 5.0, namely through the most effective marketing strategy, namely digital marketing.
 Purpose: The aim is to determine the influence and effectiveness of digital marketing in terms of people, physical evidence, process and promotion on the intention to revisit outpatients at Brebes Regional General Hospital.
 Methods: Using the Quasi Experimental Pre and postest method in digital groups and conventional groups and the Logistic Regression method.
 Results: The results showed that there was a difference and there was effectiveness in the digital marketing group on the promotion variable (0.45), process (0.56), physical evidence (0.37) and intention (0.54). There is a difference and effectiveness in the conventional group on the process variable (0.35). There is a simultaneous influence of 4P variables on the intention to revisit by 70.5%.
 Conclusion: There is a difference and effectiveness in patient re-visits in the outpatient service of the Brebes Regional General Hospital before and after the digital marketing intervention group on the variables of Promotion, Process, Physical Evidence and Visit Intention.

The Effect of Digital Marketing and Knowledge Management on the Marketing Sustainability of MSMEs in Indonesia

This research explores the impact of Digital Marketing and Knowledge Management on the Marketing Sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Through empirical analysis, the study reveals significant and positive relationships between both Digital Marketing and Knowledge Management and Marketing Sustainability. The findings underscore the critical role of digital strategies and knowledge-sharing practices in enhancing MSMEs' market presence, customer engagement, and overall marketing sustainability. Practical implications for MSMEs include the integration of these strategies into their operations and investment in training. As Indonesian MSMEs navigate an increasingly competitive business landscape, this research provides actionable insights to promote their long-term success and resilience.

Exposure effects to unfamiliar food advertisements on YouTube: A randomized controlled trial among adolescents

Despite the societal relevance of the topic, experimental evidence on the effects of digital food marketing on adolescents' food attitudes and choice behavior remains relatively scarce. Drawing on the logic model explaining the influence of marketing on health-related responses, the current between-subjects experiment sought to (i) evaluate the effects of exposure to unfamiliar food advertisements on YouTube with respect to adolescents' advertisement and brand recall, brand recognition, attitudes, and food choice in a hypothetical scenario; and (ii) compare the effect of exposure to advertisements promoting healthy (vs. unhealthy) food. Uruguayan adolescents (N = 433; 51% female) were randomly assigned to one of four experimental groups: a control group not exposed to any advertisement, a non-food group exposed to a clothing advertisement, an unhealthy food group exposed to an advertisement promoting a burger, and a healthy food group exposed to an advertisement promoting a salad. Following exposure to the advertisement, participants provided responses linked to advertisement and brand recall, brand recognition, attitudes, and food choice. The findings revealed that the largest effects of exposure to food advertisements emerged for advertisement recall and brand recognition (i.e., the most proximal steps in the logic model). Further, the burger advertisement was more easily recalled than the salad and the non-food advertisements, presumably due to its higher reward value. The effects of the food advertisements on brand attitudes and food choices were more inconclusive, although participants’ sex and frequency of burger consumption consistently moderated the impact of ad exposure on these outcomes, through mainly influencing males and adolescents who consumed burgers more frequently. Together, these results contribute to the literature on the effects of digital marketing by providing causal evidence for the role of advertisement exposure on adolescents’ advertisement and brand recall, brand recognition, brand attitudes, and choice behavior.

Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists' Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli

The main objective of this study is to analyze the effect of brand awareness and brand image on the interest of Lake Toba tourists through digital marketing strategies. The approach used in this research is associative and quantitative, using path analysis. The population and sample of this study were micro, small, and medium enterprises around the location of the Lake Toba Powerboat F1H20 event in Sibola Hotang Village, Balige District, Samosir Regency, North Sumatra Province, totaling 93 people. The sampling technique used is quota sampling. The sample size in this study consisted of 93 respondents. The results showed that the effect of brand awareness on visitor interest had an original sample size of 0.550, P-Value 0.000 < P-Table 0.05, and T-value 4.374 > T-Table 1.196. The effect of brand image on visitor interest has an original sample size of 0.507, a P-value of 0.036, a P-table of 0.05, and a T-value of 3.666. T-Table 1.196. The effect of brand awareness through digital marketing on visitor interest has an original sample of 0.235 with a P-Value of 0.040 < P-Table 0.05 and a T-value of 2.051 > T-Table 1.196. The influence of brand image through digital marketing on visitor interest has an original sample of 0.435 with a P-Value of 0.040 (P-Table 0.05) and a T-Value of 3.051. T-Table 1.196. Finally, the effect of digital marketing on visitor interest has an original sample size of 0.435, a P-Value of 0.040, a P-table of 0.05, and a T-value of 3.051. T-Table 1.196.

The Effect of Digital Marketing and Personal Selling on Consumer Purchase Decisions in Beauty Products

MS.GLOW beauty products is a business engaged in the beauty or skincare section, in marketing MS.GLOW products using digital marketing and personal selling to make consumer purchasing decisions. And the purpose of this research is: (1) to find out whether digital marketing influences purchasing decisions; (2) to find out how personal selling influences purchasing decisions; (3) to find out whether digital marketing has a simultaneous effect on purchasing decisions. In this study, the quantitative correlation method was used to analyze the numbers. The population of this study is all consumers who buy MS.GLOW products at Cut Rafa Aek Nabara stores and the sample in this study is representative of the population in this study as many as 60 people. The sampling method in this study used saturated sampling techniques. The analysis technique used is a statistical test. The results of the study explain that digital marketing and personal selling variables influence consumer purchasing decisions which show that the coefficient value Y = 0.909 + 0.836X with a significant 0.000 is smaller than 0.06 and statistical calculations in the summary model with an R Square value of 0.732 means digital marketing and personal selling influence on purchasing decisions.

Menganalisis Industri UMKM dan E-Commerce Pada Teknologi

The background of this reseacrh is that there is a significate in the use of the internet lately that UMKM (Usaha Mikro Kecil dan Menengah) must be aware of, the impact of whisch is urgency of digital marketing as a solution to marketing media anxiety in supporting the promotion of sales of goods. This stigma strengthens the marketing carried out by UMKM actorst to be advanced and important to implement. Among them is the emergence of the use of social chat, E-businnes, social media, E-commerce, and so forth. The purpose of this research is so identify the use of capcin and jus 89 UMKM after applying digital marketing. This research method uses qualitative methods with a case study approach. Data collection techniques obtained through documentation, interviews, and observation. Meanwhile, checking the validity of the data is based on triangulation of techniques and sources. This data analysis here is applying Milles and Huberman’s data analysis. As for the results of this study, data was obtained that the effect of digital marketing on the income of UMKM capcin and jus 89 in Kediri City was significate, which was known from the increase in sales and high consumer interest.

INCREASED CUSTOMER SATISFACTION USING DIGITAL MARKETING IMPLEMENTATION IN THE BANKING INDUSTRY IMAGE

Digital technology has spread throughout the planet. The banking industry is one that is intimately tied to this technology. The National Private Business Bank (BUSN) employs a variety of digital marketing strategies. One method is to use websites and social media. This study employs a management science method to assess the importance of digital marketing in enhancing customer satisfaction and its influence on banking image. This study use descriptive research methodologies using sample of 140 respondents, with this analysis employing Chou and Bentler’s theory. Finally, the research findings indicate that Digital Marketing Implementation at BUSN has been carried out quite well; in this study, customers at BUSN are satisfied, and the Banking Image at National Private Business Banks (BUSN) has been well obtained. In this study, it is also discovered that Digital Marketing has an impact on Customer Satisfaction at National Private Business Banks (BUSN), with a magnitude of 72.7%. Furthermore, there is a 21.8% effect of Digital Marketing in this study on Banking Image at National Private Business Banks (BUSN), and it is known that there is an effect of Customer Satisfaction on Banking Image at National Private Business Banks (BUSN), with a magnitude of influence of 22.9%, there is an effect of Digital Marketing on Customer Satisfaction, and its Impact on Banking Image at National Private Business Banks (BUSN), with a simultaneous influence of 83.1%, and the remaining 16.9% is influenced by factors other than the research variables.

The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products

The purpose of this study is to analyze the influence of digital marketing, word of mouth, and service quality on purchasing decisions through a quantitative questionnaire using an accidental sampling method. The research is designed to find out the relationship between the influence of digital marketing, word of mouth and service quality on consumer purchasing decisions using a quantitative approach method. The variables in this study consist of independent variables and dependent variables. The variables studied include digital marketing, word of mouth, service quality and consumer purchasing decisions. The research was conducted at food SMEs in Jakarta, Indonesia. Sources of data in this study were primary data including consumer responses to digital marketing, word of mouth, service quality and purchasing decisions obtained from the results of distributing online questionnaires. The sample size used in this study was 680 people. The data collection method used in this study was an online questionnaire distributed by social media. The data were analyzed using SPSS software and structural equation modeling (SEM) with SmartPLS software tools. The results of this study indicate that the higher the digital marketing, word of mouth, and service quality, the higher the purchasing decision. SMEs must further optimize the use of digital marketing in marketing their companies such as uploading interesting content on one of the existing social media. From a word-of-mouth point of view, companies must promote more to their closest circle of benefits what they get from using SEMs products. Service quality must continue to provide excellent service to consumers or customers so that these consumers feel comfortable and satisfied.

The Effect of Digital Marketing and Product Quality on Product Purchasing Decisions of Monica The Label

The Effect of Digital Marketing and Product Quality on Product Purchasing Decisions of Monica The Label

The effect of digital marketing and sales information systems on customer’s purchase intention for increasing the sales rate of digital shopping

Today, with the development of technology, digital sales have become an important part of companies’ sales. In such an atmosphere, the development of marketing and sales information systems can help to improve marketing and sales in the field of digital markets. Paying attention to information system and combining it with marketing in the digital space can lead to an understanding of how information system and costumer behavior contributes to the purchase decision of a company’s customers. In this regard, the current research has been carried out with the aim of discovering the model of the effect of information system on the consumer’s purchase intention in the digital platform. In order to achieve the mentioned goal, firstly, based on the in-depth review of the subject literature, the conceptual model of the research has been developed. For the purchase intention, variables such as choosing a brand, intermediary or place of purchase, purchase amount, purchase time and payment method have been identified. Then, to measure the relationship between research variables, a research questionnaire was prepared and distributed among 250 customers who could be accessed. In this research, rank regression analysis method was used to analyze the data from the questionnaire. The results of this research show that information system and digital marketing directly affects the customer’s purchase intention, also it is effective on the sales rate of digital shopping.

Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia

Media is one of the main instruments for promoting and differentiating businesses from each other. Awareness of the brand, loyalty to the brand, attitude towards the services and products of a business and other factors that affect the sales of more products are all possible with targeted advertising in media. Television interactions and performing arts show the power relationship to the issue of the new format of stage offerings into a screen with anew aesthetic. The studies in the community very clearly show the problem of media and technology intervention in traditional culture of Indonesia itself and in the ways of its promotion and monetization. The issue of hybridity is common in puppet shows (which will be a case for this research) in the community, although in fact the quality of the show becomes worth researching further. Qualitative approach promises a new perspective for the existence of traditional art in the digital media age. The case of media sharing uploads becomes the primary source of data, in addition to the forms of live performances in the community. Streaming technology is a testament to the level of stage art’s path to new digital culture communication. The results of the hypotheses testing based on the effect of digital marketing on the two variables of consumer participation and consumer value regarding the traditional Indonesian art of puppet shows did not have an acceptable significant effect (p < 0.05), but in relation to the role of digital marketing on consumer confidence, this amount is regarded as acceptable. Conclusion. Power relations produce creative products in the context of television culture, and become a reference for wayang hybridity in society. The success of revitalizing wayang golek as an investor power relation in shifting the function of wayang as a medium for public entertainment.