Examining the role of digital marketing strategy and service quality in shaping brand image

Abstract

This study aims to examine the role of digital marketing strategy and service quality in enhancing the brand image of PT Asna Media Internasional (asnapost.com). Digital marketing is assessed through indicators such as accessibility, interactivity, entertainment, credibility, irritation, and informativeness. Service quality is evaluated using indicators such as tangibles, reliability, responsiveness, assurance, and empathy. The study population consists of consumers who have collaborated with asnapost.com at least once, totaling 54 respondents. Data analysis techniques include multiple linear regression, classical assumption tests, t-tests, F-tests, and the coefficient of determination. The findings indicate that both digital marketing strategy and service quality have a significant influence on the brand image.