Digital Marketing Strategy on Vitamin C Products After the Covid 19 Pandemic

Abstract

This study aims to analyze the digital marketing strategy of vitamin C products after the COVID-19 pandemic. With the increasing use of the internet and changes in consumer behavior, this study explores the influence of price, service quality, brand image, and trust on vitamin C purchase decisions on digital channels. The method used was a quantitative survey in the Greater Jakarta area with a sample of 100 respondents. The results show that consumer trust has a significant influence on purchasing decisions, while price, service quality, and brand image do not show significant direct influences. This study provides recommendations for vitamin C manufacturers to focus on improving trust and quality of service to increase sales on digital channels.