The Influence of Sharia Digital Marketing, Personal Branding, and Publisher Popularity on Book Purchase Decisions at Akad Publishers

Abstract

The background of this research is that a company must be able to survive in the midst of existing competition, industries and companies are trying to take advantage of the digital era to do marketing, including Akad publishers. So it must analyze the factors that influence book purchasing decisions. While the purpose of this study is to examine the partial and simultaneous effects of digital marketing sharia, personal branding, and publisher popularity on book purchasing decisions at Akad publishers.

The method used in this research is a quantitative research method using a correlational or associative approach with the intention of finding the effect of the independent variable on the dependent variable.

The results obtained from the research are that sharia digital marketing has a significant effect on book purchasing decisions at Akad publishers, because the t test results show a significance value of 0.025 ≤ 0.05. Personal branding has no significant effect on book purchasing decisions at Akad publishers, because the t test results show a significance value of 0.051 > 0.05. Publisher popularity has a significant effect on book purchasing decisions in Akad publishers, because the t test results show a significance value of 0.001 ≤ 0.05. As well as sharia digital marketing variables, personal branding, and publisher popularity simultaneously affect book purchasing decisions at Akad publishers because the F test results show a significance value of 0.000 < 0.05.