Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh digital marketing, persepsi harga dan kepercayaan merek terhadap minat beli pada produk Tolak Angin Care. Penelitian ini menggunakan metode deskriptif verifikatif dengan pendekatan kuantitatif. Data primer dikumpulkan melalui kuesioner yang disebarkan kepada responden yang merupakan Masyarakat Kabupaten Kuningan. Sampel penelitian ini diambil dengan menggunakan metode probability sampling, jumlah responden yang berpartisipasi dalam penelitian ini sebanyak 160 orang. Analisis data dilakukan dengan menggunakan teknik uji asumsi klasik, uji regresi berganda, analisis koefisien determinasi, uji hipotesis berdasarkan hasil pengolahan data menggunakan SPSS For Windows Versi 27. Dari hasil uji menunjukan bahwa digital marketing, persepsi harga dan kepercayaan merek secara simultan berpengaruh terhadap minat beli. Digital marketing berpengaruh positif dan signifikan terhadap minat beli. Persepsi harga berpengaruh positif dan signifikan terhadap minat beli. Kepercayaan merek berpengaruh positif dan signifikan terhadap minat beli.
Kata Kunci : Digital Marketing, Persepsi Harga, Kepercayaan Merek, Minat Beli

This study aimed to determine and analyze the effect of digital marketing, price perception, and brand trust on buying interest in Tolak Angin Care products. The study used a descriptive verification method with a quantitative approach. Primary data were collected through questionnaires distributed to respondents who were residents of Kuningan Regency. The sample for this study was taken using the probability sampling method, and the number of respondents who participated in the study was 160 people. Data analysis was carried out using classical assumption test techniques, multiple regression tests, coefficient of determination analysis, and hypothesis testing based on the results of data processing using SPSS for Windows Version 27. The test results showed that digital marketing, price perception, and brand trust simultaneously affected purchase intention. Digital marketing had a positive and significant effect
on purchase intention. Price perception had a positive and significant effect on purchase intention. Brand trust had a positive and significant effect on purchase intention.
Keywords : Digital Marketing, Price Perception, Brand Trust, Purchase Intention