THE INFLUENCE OF DIGITAL MARKETING AND BRAND IMAGE ON REPURCHASE INTENTION FOR BURGER EAT AJA FOOD PRODUCTS IN LUBUK PAKAM CITY

Abstract

This study delves into the impact of digital marketing and brand image on the purchase intention of Eat Aja burger products in Lubuk Pakam. Quantitative data from 120 Burger Eat Aja consumers were gathered through questionnaires and analyzed using descriptive and multiple linear regression techniques. The findings reveal a significant positive correlation between both digital marketing and brand image with the purchase intention of Eat Aja burger products. Interestingly, the analysis indicates that digital marketing and brand image collectively explain 23,7% of the variation in purchase intention, suggesting the presence of other unexplored factors influencing consumer behavior in this context. Consequently, this underscores the critical need for burger businesses in Lubuk Pakam to refine their digital marketing strategies and enhance their brand image to bolster consumer purchase intention. Furthermore, this research provides valuable insights into consumer behavior within the local burger market, offering guidance to practitioners on crafting more effective marketing approaches. Future research endeavors could delve deeper into the nuanced aspects of digital marketing and brand perception, as well as explore additional factors that may influence purchase intention within this specific market segment. Such investigations would enrich our understanding and contribute to the development of comprehensive marketing strategies tailored to the local consumer landscape.