Pengaruh Digital Marketing dan Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merek Antis pada Masa Pandemi di Surabaya

Abstract

Currently, hand sanitizer is a product that must always be available at any time. Antis
has a big name in the world of health, especially in this pandemic era. This makes Antis many
names, but the brand that is the target of consumer purchases. To overcome the competition,
Antis must pay attention to the factors to get and keep its customers. This type of research is
an explanatory survey method. With a research design that uses a quantitative approach. using
a non-random sampling method (non-probability sampling) using a purposive sampling
technique. The measurement scale in this study uses the Linkert scale. This study is to examine
the effect of X1 (Digital Marketing), X2 (Brand Awareness) on Y (Purchase Decision). the
coefficient of determination (R2) obtained is 0.634. The results of the t-test > t-table (4.558 >
1.660) with a significant level (0.000 < 0.050). The results of the t-test t-count t-table (8.147 >
1.660) with a significant level (0.000 < 0.050). The calculated F value is 83932 > F table and
the significant level is 0.000. Based on the results of research on the influence of digital
marketing and brand awareness on purchasing decisions for Antis brand hand sanitizer
products during the pandemic in Surabaya.