PENGARUH STRATEGI DIGITAL MARKETING DAN BRAND IMAGE TERHADAP MINAT PEMBELIAN ONLINE (STUDI KASUS PADA GENERASI Z PENGGUNA MARKETPLACE SHOPEE DI SUKABUMI)

The development of E-Commerce currently shows very rapid progress. Therefore, E-Commerce must be able to compete to attract consumer attention. One of them is the Shopee Marketplace. Shopee uses a Digital Marketing Strategy that is effective enough to promote and convey messages about the company so that it can influence consumers in purchasing interest. In addition, a good brand image is also needed to retain old customers and attract new consumers. This is because consumers tend to choose products with a good image in making purchase interest to reduce risk. The purpose of this study was to determine the effect of Digital Marketing Strategy and Brand Image on the online purchasing interest of Generation Z users of the Shopee Marketplace in Sukabumi. This type of research is quantitative research. The sample used in this study amounted to 100 respondents. The sampling technique used non-probability sampling method with purposive sampling technique. The data analysis used in this study used multiple linear regression analysis, t test, f test, and coefficient of determination (R2) test using IBM SPSS 26. The results showed that 1) Digital Marketing Strategy has a positive and significant effect on purchasing decisions at Shopee; 2) Brand Image has a positive and significant effect on purchasing decisions at Shopee; 3) Digital Marketing Strategy and Brand Image simultaneously affect purchase intention. Digital Marketing Strategy and Brand Image have an effect of 70.7% while the remaining 28.7% is influenced by factors not examined in this study.
Keywords: Brand Image, Digital Marketing Strategy, Purchase Intention