The influence of Brand Image, Sales Encounter and Digital Marketing on Purchasing Decisions in the Industrial Engineering Market at WIKA Instrument

Abstract

The study analyzes the impact of brand image, salesperson interaction, and digital marketing on purchasing decisions in the industrial engineering market of WIKA Instrument Company. The research is driven by observed sales fluctuations despite various marketing efforts. A quantitative method with a multiple linear regression approach is applied, using questionnaires distributed to buyers who have completed transactions with the company. The findings reveal that all three independent variables significantly influence purchasing decisions, with digital marketing being the most dominant factor. Brand image acts as a moderating variable, while interaction with salespeople also plays a crucial role. The determination analysis indicates that these variables explain 71.7% of the variation in purchasing decisions. The F-test and t-test results further confirm the significance of these relationships. The study concludes that enhancing digital marketing strategies, supported by a strong brand image and effective salesperson interactions, can boost purchasing decisions.