The Influence of Digital Promotion and Branding on Marketing Strategy at PT Ibnu Sada Jaya

Abstract

This study aims to analyze the influence of digital promotion and branding on consumer purchasing decisions at PT Ibnu Sada Jaya. The rapid advancement of information technology and the transformation of digital marketing have encouraged service companies to utilize digital media and branding strategies to enhance their competitive advantage. However, the effectiveness of digital promotion and branding in influencing consumer purchasing decisions within the service sector remains inconsistent, necessitating further investigation. This study employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents. Data were analyzed using validity and reliability tests, multiple linear regression analysis, and data visualization through scatter plots and heat maps. The results indicate that digital promotion and branding do not have a significant effect on consumer purchasing decisions. This finding is supported by the regression analysis, which shows significance values of 0.520 for digital promotion and 0.802 for branding, both exceeding the significance threshold of 0.05. Furthermore, the coefficient of determination (R²) of 0.005 indicates that digital promotion and branding account for only 0.5% of the variation in purchasing decisions, while the remaining 99.5% is explained by other factors outside the scope of this study. The findings suggest that purchasing decisions in the service sector are more strongly influenced by service quality, business relationships, previous collaboration experience, and consumers' trust in the company. This study contributes to the development of service marketing strategies by emphasizing the integration of digital communication, strengthening customer relationships, and continuously improving service quality.