Research Paper
Year: 2021 | Month: August | Volume: 8 | Issue: 8 | Pages: 696-703
DOI: https://doi.org/10.52403/ijrr.20210892
Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan
Yandri Rezziansyah Sitompul1, Nisrul Irawati2, Rulianda Purnomo Wibowo2
1,2 Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: Yandri Rezziansyah Sitompul
ABSTRACT
Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y).
Keywords: Digital Marketing, Brand Image, Brand Equity.
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