Brand Image and Digital Marketing its Influence on Mixue Buying Interest in Semarang City

Abstract

The purpose of this study was to determine the effect of brand image on Mixue's purchasing interest in Semarang City and to determine the effect of digital marketing on Mixue's purchasing interest in Semarang City. Quantitative research, with a population of all Mixue customers in Semarang City whose number is unknown. The sampling technique used the Purposive Sampling method. The research sample was obtained using the Lemeshow formula of 96.04 respondents, then rounded up to 100 respondents. The analysis in this study used the descriptive analysis method, the data analysis method used the classical assumption test, multiple linear regression analysis, model feasibility test (F test), and hypothesis test (t test). The results of this study indicate that brand image and digital marketing have an influence of 59.3% on purchasing interest, while the remaining 40.7% is explained by other variables outside the model of this study. The conclusion in this study shows that brand image and digital marketing have an influence on customer purchasing interest, the need to build brand image and campaign through digital marketing.