The Impact Of Digital Marketing, Brand Image And Relationship Marketing On Interest In Buying Rog Products (Republic Of Gamers) Bengkulu City
DOI:
https://doi.org/10.51699/economics.v38i1.213Keywords:
Digital Marketing, Brand Image, Relationship Marketing, Purchase InterestAbstract
The aim of this research is to determine the influence of digital marketing, brand image and relationship marketing on purchasing interest (Y) for ROG (Republic of Gamers) products in Bengkulu City. This type of research is a type of association research. The data collection method in this research used a questionnaire technique, with a sample of 105 respondents.The research results show that multiple linear regression Y = 0.115 + 0.544 X1 + 0.212 X2 + 0.243 = 0.110. Where the coefficient is positive, meaning that there is a positive or unidirectional relationship between the variables digital marketing (X1), brand image (X2) and relationship marketing (X3) the value is 0 (zero), then the interest in buying (Y) ROG (Republic of Gamers) City products Bengkulu. The results of the research show that the digital marketing test (XI) shows tcount 11.102 > ttable 1.659 and significance 0.000 <0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, meaning digital marketing (XI) has a positive and significant effect on interest in buying ROG products ( Republic of Gamers) Bengkulu City. The results of the brand image test (X2) show tcount 5.356 > ttable 1.659 and significance 0.000 <0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, meaning brand image (X2) has a positive and significant effect on interest in buying ROG (Republic of Gamers) Bengkulu City. The results of the relationship marketing test (X3) show tcount 5.458 > ttable 1.659 and significance 0.000 < 0.05, so the results of the hypothesis Ha are accepted and Ho is rejected, meaning relationship marketing (X3) has a positive and significant effect on interest in buying ROG (Republic of Gamers) Bengkulu City. As a result of comparing the Fcount value with Ftable, the Fcount value is greater than the Ftable value, namely 11.7515> 3.09 so it is concluded that the hypothesis is accepted, meaning that there is a simultaneous influence between digital marketing (XI), brand image (X2) and relationship marketing (X3) on Interested in buying ROG (Republic of Gamers) Bengkulu City products. This can be seen at the significance level of 0.000 <0.05.
References
Agustin et al. 2021. “Perilaku pencegahan covid-19 pada santri di pondok pesantren Al-Asy'ariyyah Kalibeber Kabupaten Wonosobo”. Indonesian Journal of Public Health and Nutrition, 3(1), 318-329. https://journal.unnes.ac.id/sju/index.php/IJPHN/article/download/45434/2 0494.
Arikunto, 2019. Prosedur Penelitian. Rineka cipta: Jakarta
Chand & Wulandini, 2020. “Pengaruh Electronic word of mouth terhadap Citra Merek Dan Minat Beli Pada Produk Kosmetik Wardah”. Journal of Managemet, 2.
David C.E. 2021. Relationship Marketing Sebagai Strategi Pemasaran Bank, Media Sains Indonesia.
Djaali. 2021. Metodologi Penelitian Kuantitatif, Jakarta Timur: PT Bumi Aksara
Fadhli dan Pratiwi. 2021. “Pengaruh digital marketing, kualitas produk, dan emosional terhadap kepuasan konsumen poskopi zio jombang. Jurnal Inovasi Penelitian, 2(2), 603–612.
Firmanda & Lukiastuti. 2022. “Analisisi Peran Mediasi Kepuasan Nasabah Pada Hubungan Digital Marketing Dan Brand Loyalty Pada Bank Jateng Cabang Wonosobo”. Among Makarti, 14(2), 29–49. https://doi.org/10.52353/ama.v14i2.212
Firmansyah. 2019. Pemasaran produk dan merek, cetakan pertama, Jawa timur: Penerbit Qiara Media.
Ghozali. 2021. “Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10”. Badan Penerbit Universitas Diponegoro.
Gowda & Ayush. 2020. The effect of airline service quality on customer satisfaction and loyalty in India’, Materials Today: Proceedings, 37(Part 2), pp. 1341–1348. doi: 10.1016/j.matpr.2020.06.557.
Gultom et al. 2022. Pemasaran: Pendekatan Manajemen Bisnis. Bandung, CV. Media Sains Indonesia
Hasan. 2019. Marketing. Yogyakarta; Media Utama.
Hafiz Agung Rasuma pada tahun 2022 dengan judul “Pengaruh Harga, Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Pada Komunitas Vape Hexohm Kota Bengkulu” Jurnal, Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Dehasen Bengkulu dan Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya
Harli, Mutasowifin dan Andrianto. 2021. “Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19”. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 558– 572. https://doi.org/10.31842/jurnalinobis.v4i4.205
Hartanto. 2019. “Pengaruh Kualitas Produk, Kualitas Layanan, dan Lingkungan Fisik Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan sebagai Variabel Mediasi di De Mandailing Cafe Surabaya”. Agora, 7(1).
Jotha Scorda. 2023.“Peran Brand Image Memediasi Pengaruh Kualitas Produk dan Inovasi Produk Terhadao Loyalitas Konsumen Pada Produk Laptop Asus Di Universitas Jambi. Jurnal Manajemen Terapan dan Keuangan (Mankeu) Vol. 12 No. 02, Juni 2023. P-ISSN: 2252-8636, E-ISSN: 2685-9424.
Keller. 2020. Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education.
Kotler & Keller & Nuraryo. 2019. In Marketing Management. Pearson Pretice Hall.
Madya Rahardo Suprapto. 2019. “Pengaruh brand image terhadap minat beli konsumen pada laptop Asus ROG (Republic Of Gamers)” (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Surakarta). Jurnal Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta.
Menik Aryani (2021 Analisis Digital Marketing Pada Hotel Kila Di Kabupaten Lombok Barat Terhadap Kepuasan Konsumen. Jurnal Visionary, Vol. 4 No. 1.
Mulyadi. 2022. Sistem Akuntansi, Edisi Ketiga, Cetakan Keempat, Salemba Empat, Jakarta.
Nurhadi. 2019 Sistem Basis Data: Mysql di Ubuntu. Edisi 2. Jakarta: Yayasan Manajemen dan Teknologi Nasional.
Onsardi. 2022. “Dampak digital marketing, brand image dan relationship marketing terhadap keputusan pembelian konsumen Lina MS Glow Kota Bengkulu”. Jurnal, Universitas Muhammadiyah Bengkulu.
Rob Stokes dan Nugroho. 2021. eMarkting ; The Essensial Guide to Marketingin A Digital World. Quirk eMarketing
Rizki Azkia Am’ndah. 2021. “Pengaruh Media Sosial Instagram Dan Relationship Marketing Terhadap Minat Beli Konsumen Pada Era Industri 4.0 (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang)”.e-Jurnal Riset Manajemen PRODI MANAJEMEN Fakultas Ekonomi dan Bisnis Unisma.
Schiffman dan Kanuk & Murti. 2019. Perilaku Konsumen, Edisi 7. Alih Bahasa: Zoelkifli. Jakarta: Indeks.
Sutanto. 2019. “Pengaruh Electronic word of mouth terhadap Citra Merek Dan Minat Beli Pada Produk Kosmetik Wardah”. Journal of Managemet, 2.
Sugiyono,. 2021. Metode Penelitian Kualitatif. : Bandung: Alfabeta, CV.
Swastha dan Irawan & Arum Wahyuni Purbohastuti. 2020. Manajemen Pemasaran Modern, 2 ed. Yogyakarta: Liberty Offset,
Wahyuni, Fourqoniah dan Arsyad. 2019. “Improving Motivation and Integer Arithmetic Operation Learning Achievement of The 4th Grade Students Through Interactive Visual Media”. Jurnal Penelitian Ilmu Pendidikan
Wijoyo dkk,. 2020. Blended Learning Suatu Panduan. Sumantra Barat: Insan Cendekia Mandiri.
Yoshua P. Rajagukguk. 2021. “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Minat Pembelian Laptop Asus ROG Di Malang (Studi Pada Mahasiswa Universitas Brawijaya). Jurnal Fakultas Ekonomi Dan Bisnis Universitas Brawijaya
Zainurossalamia. 2020. Manajemen Pemasaran Teori dan Strategi. In Hamdan (Ed.), Forum Pemuda Aswaja: Vol. pertama (1st ed.). Forum Pemuda Aswaja.
