This is an outdated version published on 2024-11-21. Read the most recent version.

Feature Influence and Brand Image on The Selection of Google Ads as a Moderation Variable in Digital Marketing

Authors

Sovy Setyawati Muhammadiyah University of Semarang
Lasmiatun Lasmiatun Muhammadiyah University of Semarang

Keywords:

features, brand image, Google Ads, digital marketing

Abstract

The aim of this study For know influence features and Brand Image of Google Ads as a moderating variable in digital marketing (on User Google Ads on the Garudadigital.id Website in Semarang City) In This research used 230 samples with technique purposive sampling with random sampling where each sample or respondents own possibility selected . data used namely primary and secondary data where interviews will be conducted to owner of Garudadigital.id as well user google ads in the city semarang and use analysis correlation as well as linear regression with using SPSS. The research results obtained is (1) feature influential positive and significant to digital marketing with mark significance 0.000 < 0.05. (2) brand image influential positive and significant to decision purchase with mark significance 0.000 < 0.05. (3) Google Ads doesn't capable moderate feature to digital marketing with result 0.681 > 0.05. (4) Google Ads does not moderate brand image towards digital marketing with result 0.349 > 0.05 . Coefficient results determination obtained mark of 0.294, that is that features and brand image as well Google Ads as a moderating variable affects the dependent variable , namely digital marketing by 29.4%.

References

Abstracttmg . Source : https://www.abstractmg.com/google-ads/ ( Accessed on 30 October 2023 at 21:07)

Andrew, Joshua and Hernawan , Eso . " Influence Promotions , Features, and Quality Service To Selection of Google Ads as Digital Marketing”. ( Proceedings : Economics and Business.2022) Accessed on 11/9/2023 at 20:15 .

Arwin , et al . “ Inner Use of Digital Marketing Promote Products during the Covid-19 Pandemic ”. ( East Kalimantan: Mulawarman University, 2021)

Ayu, Monavia , 2023. " Internet users in Indonesia reach 212 million in 2023". DataIndonesia.id. https://dataindonesia.id/internet/detail/user-internet-di-indonesia-sentuh-212-juta-pada-2023 ( Accessed on October 16 2023 at 20.50)

Agustin, R., Nurcahyono, N., Sinarasri, A., & Sukesti, F. (2023). Financial Ratio and Stock Returns in Indonesia Equity Markets : A Signaling Theory Approach. International Conference on Business, Accounting, Banking, and Economics, 277–292. https://doi.org/10.2991/978-94-6463-154-8

Alfitri, D. N., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Environment Performance, Capital Structure, and Company Size on Financial Performance. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 175. https://doi.org/10.26714/mki.12.2.2022.175-184

Ambarwati, D., & Nurcahyono, N. (2022). The Influence of Capital Structure, Information Technology, and Business Characteristics on SMEs’ Performance During the COVID-19 Outbreak. Islamic Banking, Accounting and Finance International Conference, 2022, 218–226.

Anisa, O. N., Agung, R. E. W., & Nurcahyono, N. (2022). Faktor-Faktor yang Mempengaruhi Harga Saham: Berdasarkan Signaling Theory. Jurnal Akuntansi Indonesia, 11(2), 85–95.

A’yun, A. Q., Hanum, A. N., & Nurcahyono, N. (2022). Pengaruh Struktur Modal , Likuiditas , dan Ukuran Perusahaan terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Intervening Harga Saham Perusahaan Food and Beverage 2017-2021. Prosiding Seminar Nasional UNIMUS, 5, 408–419.

Azzahra, N., Sofianty, D., & Nurcahyono, N. (2023). Pengaruh Kesadaran Wajib Pajak dan Pengetahuan Pajak terhadap Kepatuhan Wajib Pajak Orang Pribadi. Bandung Conference Series: Accountancy, 3(1), 1–13. https://doi.org/10.29313/bcsa.v3i1.5853

Digital Marketing. 2023. “ understanding marketing according to experts " . https://lspdigitalmarketing.id/pengertian-pemarketan-menrut-para-ahli/ ( Accessed 11/01/2023 at 05:14)

Febiana , et al . " Influence System Accountancy Management , Decentralization On Managerial Performance With Uncertainty Environment As Variable Moderation ”. ( Banten: Sultan Ageng University, 2023)

Hope, Nirvana. 2020. “ google ads: meaning , way work and its types ” . Indonesiana

Indah, et al . “ Utilization of Google Ads as Supporting MSME Business During the Covid-19 Pandemic ." ( South Jakarta: Budi Luhur University, 2021)

Mulyono, (2019). “ Assumption Test Analysis Classic ”. Binus University Business School. ( Accessed on 19/12/2023 at 21:13. Source : https://bbs.binus.ac.id/management/2019/12/analysis-uji-asumsi-klasik/ )

Nana, Gus, Galih Panji and David Setyawan . 2020 “ Expert Google Ads fast bring it traffic let turnover no krik-krik ”, Bandung: PT Qibla Indonesian Entrepreneur

Nana, Gus, Galih Panji and David Setyawan . 2021 “ google ads optimization ”, Bandung: PT Kiblat Indonesian Entrepreneur .

Nurhayati, N., & Astono, A. D. (2024). The Mediating Role of Digital Transformation in the Effect of Dynamic Capabilities on Business Resilience. JDM (Jurnal Dinamika Manajemen), 15(1), 41-54.

Nurtriana , et al . “ Utilization of Social Media as Digital Marketing for MSMEs in the sub-district Tembalang Semarang” . ( Semarang: Semarang University, 2020)

Saputri , Dika. “ Pay Per Click ( PPC ) Advertising with Google Adsense Islamic Law Perspective ”. ( Judisia : Journal Legal Thought and Islamic Law Vol.2 No.9.2018) ( accessed on 30 October 2023 at 20:47)

Tech, 2023. “ google open-no question threat TikTok and Facebook ”. CNBC Indonesia. ( Accessed on 27 May 2024 at 20.20. source : Google Open- Aperture Question Threat TikTok and Facebook (cnbcindonesia.com)

Trisno, RR. “ The Influence of Features, Promotions and Brand Image Regarding Purchasing Decisions Use Application Ovo Services ”. ( Management Study Program : Pelita Bangsa University, 2019)

Wiwit , et al . " Digital Marketing Training at CV Pena Persada ". ( Tangerang South: Pamulang University, 2021)

Downloads

Published

2024-07-27 — Updated on 2024-11-21

Versions

How to Cite

Setyawati , S. ., & Lasmiatun, L. (2024). Feature Influence and Brand Image on The Selection of Google Ads as a Moderation Variable in Digital Marketing. Economics and Business International Conference Proceeding, 1(2), 1097–1109. Retrieved from https://jurnalnew.unimus.ac.id/index.php/EBiC/article/view/522 (Original work published July 27, 2024)