The Influence of Brand Image and Digital Marketing on Consumer Purchasing Decisions for Citilink Indonesia Airlines on Domestic Routes in The New Normal Era

Muhammad Kamil Hakimin, Rizki Ramadhan, Adenan Suhalis, Sarra Husnul Khotimah

Abstract


The researchers did the research aims to study the effect of brand image and digital marketing on consumer purchasing decisions for Citilink Indoesia arlines on domestic route in the new normal era. The sample was by using nonprobability sampling. The samples are 100 respondents chosen by at some specified criteria. This research used questionnaires as a technique for collecting data. Once the data was collected, rused regression analyze using SPSS.25 to analyze it. And results of this study show that, from the results of the t-test, it was known that for independent variables, that was, the brand image significantly affects consumer purchasing decisions, and the digital marketing significantly affects consumer purchasing decisions. From the f-test results, the dependent variables, namely consumer purchasing decisions, the brand image, and digital marketing, simultaneously significantly influence consumer purchasing decisions for Citilink Indoesia arlines on domestic route in the new normal era.


Keywords


The Brand Image, The Digital Marketing, Consumer Purchasing Decisions.

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References


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DOI: https://doi.org/10.25292/atlr.v5i0.523

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