Penelitian ini dilatarbelakangi oleh reputasi merek yang kurang baik dan tidak memperoleh kategori top brand, tolak Angin care memiliki indeks yang rendah sebesar 2.70%. Rendahnya reputasi ini mengindikasikan adanya penurunan keputusan pembelian konsumen pada produk tolak angin care sehingga dalam penelitian ini dapat dirumuskan bagaimana konsumen mengambil keputusan untuk membeli tolak angin care di tengah fenomena persaingan yang semakin ketat berdasarkan digital marketing, persepsi merek dan persepsi harga. Tujuan penelitian ini adalah mengetahui pengaruh digital marketing, persepsi merek dan persepsi harga terhadap keputusan pembelian tolak angin care. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei serta kuesioner jenis purposive sampling terhadap 115 responden yaitu pengguna Tolak Angin Care di Kabupaten Kuningan. Analisis terdiri dari analiis deskriptif, uji asumsi kalasik (uji normalitas, uji multikolinearitas, uji linearitas), uji regresi ganda dan uji koefisien determinasi analisis jalur dengan bantuan aplikasi SPSS versi 26. Hasil penelitian menunjukkan bahwa secara parsial digital marketing berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian tolak angin care di Kabupaten Kuningan, sedangkan secara simultan variabel digital marketing, persepsi merek dan persepsi harga berpengaruh positif dan signiftikan terhadap keputusan pembelian tolak angin care di Kabupaten Kuningan.

KataKunci : Digital Marketing, Persepsi Merek, Persepsi Harga, Keputusan Pembelian

This research was motivated by the brand's poor reputation and not being in the top brand category. Angin care has a low index of 2.70%. This low reputation indicates a decrease in consumer purchasing decisions for Tolak Angin Care products, so in this research it can be formulated how consumers make decisions to buy Tolak Angin Care amidst the phenomenon of increasingly fierce competition based on digital marketing, brand perception and price perception. The aim of this research is to determine the influence of digital marketing, brand perception and price perception on purchasing decisions for Tolak Angin Care. The method used in this research is quantitative with a survey method and a purposive sampling type questionnaire for 115 respondents, namely Tolak Angin Care users in Kuningan Regency. The analysis consists of descriptive analysis, classical assumption tests (normality test, multicollinearity test, linearity test), multiple regression test and path analysis coefficient of determination test with the help of the SPSS version 26 application. The results of the study show that partially digital marketing has a negative and insignificant effect on the decision to purchase Tolak Angin Care in Kuningan Regency, while simultaneously the digital marketing variables, brand perception and price perception have a positive and significant influence on the decision to purchase Tolak Angin Care in Kuningan Regency.

Keywords: Digital Marketing, Brand Perception, Price Perception, Purchase Decision