PENTINGNYA DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PENJUALAN MARINE EQUIPMENT DI SIDOARJO

Abstract

The decline in sales over the past five years has affected the company's revenue, particularly in the marine equipment sales sector in Sidoarjo. With the development of digital technology, the company utilizes digital marketing to increase competitiveness and brand awareness, which is believed to influence consumer purchasing decisions. This study aims to analyze the influence of digital marketing and brand awareness on purchasing decisions in the company. Using quantitative methods and PLS-SEM analysis with the SmartPLS application based on questionnaire data, the results show that digital marketing and brand awareness have a positive and significant influence on purchasing decisions. It is recommended that the company optimize its digital marketing strategy and strengthen brand awareness to increase purchasing decisions and reduce the risk of declining sales.