The Influence of Digital Marketing and Hook Points on Purchase Interest: A Study On Teh Botol Sosro

Abstract

Teh Botol Sosro has carried out digital marketing and hook point activities, but has not been able to beat its competitor. The purpose of this research is to analyze the influence of digital marketing and hook points on buying interest. The object of this study is Teh Botol Sosro. This type of research is an exploratory quantitative research, and this study uses the consumer population of Teh Botol Sosro where the growth rate of the population is unlimited and cannot be known for sure, and the sample size is calculated using G-Power 3.0.10 and the results obtained are 111 samples. In taking data sources, the researcher uses primary data sources, namely questionnaires that distributed to respondents, then the results of the research were tested using multiple linear analysis, determination coefficient test, T-test and F-test. Based on the results of data analysis, it is concluded that digital marketing and hook points are together have a significant positive influence on buying interest in Teh Botol Sosro products. The results of this research are expected to provide knowledge, advice and input for companies regarding marketing strategies, and how companies can utilize digital marketing factors and hook points as supporting factors in attracting consumer buying interest to shop.