INFLUENCE OF DIGITAL MARKETING BRAND IMAGE AND SERVICE QUALITY ON CONSUMER PURCHASE INTEREST OF MS GLOW (Case Study Of Fe University Islamic Lamongan)

http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 ISSN 2302-0059 INFLUENCE OF DIGITAL MARKETING BRAND IMAGE AND SERVICE QUALITY ON CONSUMER PURCHASE INTEREST OF MS GLOW (Case Study Of Fe University Islamic Lamongan) 1 1,2,3 Eka Washilatus Suryani, 2M. Rizal Nur Irawan, 3Nurus Safa’atillah Program Studi Manajemen/Fakultas Ekonomi Universitas Islam Lamongan Abstract The purpose of this study was to determine partially and simultaneously as well as the most dominant variables the Influence Of Digital Marketing Brand Image And Service Quality On Consumer Purchase Interest in MS Glow at FE Lamongan Islamic University. This study has a population and a sample of 75 respondents. Analysis of the data used is multiple linear regression analysis. That partially Digital Marketing (X 1 ), Brand Image (X 2 ) and Service Quality (X 3 ) variables have a significant influence on Purchase Interest (Y) of MS Glow products at the Faculty of Economics, Lamongan Islamic University. The most dominant variable from this research is Brand Image (X 2 ) by looking at the regression coefficient value in multiple linear regression analysis Keywords: Digital Marketing, Brand Image, Service Quality, Purchase Intention Article Info Received: 19/01/2023 Revised: 03/02/2023 Accepted: 17/02/2023 1. INTRODUCTION Consumer behavior is something unique, because everyone's preferences and attitudes towards products are different. In addition, consumers also come from various different segments, so the products they want and need are different. Free trade in the current era of globalization is a common phenomenon that companies must have mature readiness from various factors of the company's production to face free trade. The influence of free trade is now difficult to dam, and is directly related to the spearhead of the company, namely marketing. At least there are several types of beauty clinics that have started to open new branches spread across major cities in Indonesia such as Natasha Skin Care, Erha Clinic, MS Glow and others. The increasing number of beauty clinics in Indonesia that offer similar treatment products makes the competition between these beauty brands increase, so MS Glow must create something good in the eyes of society. Purchase intention is consumer behavior that appears in response to objects that indicate the customer's desire to make a purchase, so buying interest is the sincerity to have something at a cost where buying interest arises because consumers are satisfied with the quality of the products provided by the company. Digital Marketing is a unit to offer products virtually so that it can make it easier for sellers and buyers to share information and transact . Brand Image is the process by which a person owns, organizes, and interprets input information to create a meaningful image . Because brand image affects the emotional relationship between consumers and a brand, so that the products offered are in accordance with the needs chosen. Besides _ Digital Marketing And Brand Image , Service Quality (Service Quality) can also affect purchasing decisions in making purchases, Service Quality (Quality of Service) is the overall characteristics and characteristics of an item or service that affects its ability to satisfy stated or implied needs, the quality of service provided by the company to be able to meet consumer expectations. 2. METHOD This research was conducted at the Faculty of Economics, Lamongan Islamic University using a quantitative research type. By using the Observation Method, Interview Method and Questionnaire Method. The analysis tool used is Validity Test, Test reliability, Classical Assumption Test (Normality Test, Heteroscedasticity Test, Multicollinearity Test, Autocorrelation Test ), Test Multiple Linear Regression Analysis, Multiple Correlation Test, Coefficient of Determination Test, t test, F test Jurnal Scientia is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BYNC 4.0) 931 http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 ISSN 2302-0059 3. RESULTS AND DISCUSSION A. Validity test Significance test is done by comparing the value of r count with r table . Testing the validity of using the product moment by looking at the sig = 5%. Question items are said to be valid if the item scores correlate significantly with the total score shown from the value of r count > r table . The following are the results of calculations from research using SPSS. From the results of the validity test using SPSS, it is obtained that r count of Digital Marketing variables (X 1 ) is (07 82, 0762, 0723, 0791, 0724, 0717, 0671, 0765 ), r counts Brand Image variables (X 2 ) are ( 0736, 0650 , 0632, 0741, 0774 ), r count the variable Service Quality (X 3 ) of ( 0778, 0704, 0716, 0763 ) and r count of Purchase Interest (Y) of ( 0816, 0702, 0656, 0866 ). Thus, the validity test for the three independent variables (X) and the dependent variable (Y) obtained r count > r table (0.2 272 ) so that all indicators of the four variables are declared valid. B. Reliability Test The results of the reliability test using SPSS have a Cronbach Alpha value for the Digital Marketing variable (X 1 ) of 0.882 , the Brand Image variable (X 2 ) of 0.748 , the Service Quality variable (X 3 ) of 0.7 21 and the interest variable buy for 0.756 . Thus, it was found that all the indicators used in this study were reliable, because they had a Cronbach Alpha value of more than 0.60. C. Classic assumption test a. Normality test The results of the normality test using SPSS by looking at the Normal PP Plot of Regression Standardized Residual chart describe the distribution of data around the diagonal line and the distribution follows the direction of the diagonal line of the graph, so the regression model used is normally distributed. Figure 1. Graph of Normality Test b. Heteroscedasticity Test Heteroscedasticity test results using SPSS by looking at the Scatterplot graph it can be seen that the regression model in this study has no heteroscedasticity disturbances because there is no clear pattern at the points. The points also spread above and below the number 0 on the Y axis, this condition indicates that heteroscedasticity does not occur. Figure 2. Heteroscedasticity Test Results Jurnal Scientia is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BYNC 4.0) 932 http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 ISSN 2302-0059 c. Multicollinearity Test The results of the multicollinearity test using SPSS show that all independent variables , namely Digital Marketing (X 1 ) have a tolerance value greater than 0.10, namely 0.526 and a VIF value less than 10, namely 1.899 . The Brand Image variable (X 2 ) has a tolerance value greater than 0.10, namely 0.618 and a VIF value of less than 10, namely 1,6 17 . Service Quality Variable (X (...truncated)