The Relationship Between Digital Marketing of Brand X and Purchase Interest

Ratu Natasya Alyssia  Putri; Nurina  Ayuningtyas; Lilis  Jubaedah; Lilis  Jubaedah

doi:10.37899/journal-la-sociale.v6i6.2458

Ratu Natasya Alyssia Putri D4 Cosmetology and Beauty Care Study Program, Universitas Negeri Jakarta, Indonesia
Nurina Ayuningtyas D4 Cosmetology and Beauty Care Study Program, Universitas Negeri Jakarta, Indonesia
Lilis Jubaedah D4 Cosmetology and Beauty Care Study Program, Universitas Negeri Jakarta, Indonesia
Lilis Jubaedah D4 Cosmetology and Beauty Care Study Program, Universitas Negeri Jakarta, Indonesia

DOI: https://doi.org/10.37899/journal-la-sociale.v6i6.2458

Keywords: Digital Marketing, Purchase Intention, Brand X, IISMA Students, Cosmetics

Abstract

This study aims to examine the relationship between digital marketing of Brand X and the purchase intention of female students participating in the 2024 Indonesian International Student Mobility Awards (IISMA) vocational program who studied in the United Kingdom. Brand X is a UK-based cosmetic brand that actively utilizes various digital marketing channels, including social media, websites, search engine optimization, pay-per-click advertising, affiliate marketing, and online public relations. This research employs a quantitative approach with data collected through questionnaires distributed to 37 respondents. The analysis was conducted using the Spearman correlation test since the data did not follow a normal distribution. The results show a strong and significant positive relationship between digital marketing and purchase intention, with a correlation coefficient of 0.630 and a significance value below 0.001. Additionally, the coefficient of determination indicates that 39.69 percent of the variance in purchase intention is explained by digital marketing. These findings suggest that higher perceptions of Brand X's digital marketing are associated with higher purchase intention among the IISMA students in the United Kingdom.

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