The Relationship Between Digital Marketing and Brand Image Towards Buying Interest of Suzuki Products on Social Media Instagram @Suzukimotorsunterofficial

Muhammad Raihan Najib; Heriyanti; Safiani A Faaroek; Ayu Larasati

doi:10.59890/ijetr.v2i4.104

Authors

Muhammad Raihan Najib Universitas Esa Unggul
Heriyanti Universitas Esa Unggul
Safiani A Faaroek Universitas Esa Unggul
Ayu Larasati Universitas Esa Unggul

DOI:

https://doi.org/10.59890/ijetr.v2i4.104

Keywords:

Digital Marketing, Brand Image, Purchase Interest

Abstract

This research aims to determine whether there is a relationship between digital marketing and brand image on the purchase interest of Suzuki Roda Dua in Sunter through Instagram social media. The author uses a quantitative correlational method using a positivism paradigm where the research to be conducted aims to find a causal relationship between variables. By understanding these dynamics, PT Suzuki Indomobil Sales can take strategic steps to increase purchase interest, strengthen brand position, and respond to consumer demand more effectively in this digital era. Based on the results of the study involving 90 respondents of followers of the Instagram account @suzukimotorsunterofficial, it was found that simultaneously digital marketing and Suzuki's brand image on Instagram @suzukimotorsunterofficial have a positive and significant relationship or correlation with followers' purchase interest. This study also shows that partially, digital marketing and brand image have a positive and significant relationship with purchase interest. Then the level of closeness of digital marketing and brand image to purchase interest is strong. Based on the SOR (Stimulus- Organism - Response) theory, the digital marketing content presented and the positive brand image of Suzuki Sunter become a stimulus for consumers as organisms to produce a response, namely purchase interest.

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