To analyze of digital marketing communication strategy, customer relationship management and product quality to encourage purchase decision of bear brand milk product customer in One of the super markets in Bandung, Indonesia. The data collection technique research is the questionnaire method. The total sample is 200 consumers of Bear brand milk product in One of the super markets in Bandung. Methods of analysis used in this study is multiple linear regression. Research results showed the quality of products, customer relationship managements and product quality’s simultaneously positive and significant effect of Bear brand milk product customer purchasing decisions. Digital Marketing Communication Strategy is partially positive and significant effect on purchasing decisions, customer relationship management is partially positive and significant effect on purchasing decisions, and product quality is partially positive and significant effect on purchasing decisions. Customer relationship management gives the greatest influence of purchase decisions Bear brand milk products.
Volume 12 | Issue 4
Pages: 486-492
DOI: 10.5373/JARDCS/V12I4/20201942