cheap computers and mobile phones, cheap internet,
and open source.
Digital marketing is a form of direct marketing
that connects consumers with sellers electronically
using interactive technologies such as email,
websites, online forums and newsgroups, interactive
television, mobile communications, etc. (Kotler &
Armstrong, 2010). It facilitates many-to-many
communication due to its high level of connectivity
and is usually executed to promote products or
services in a timely, relevant, personal, and cost-
effective manner. (Bains, P., Fill, C., and Page,
2011). The purpose of digital marketing activities is
to promote a brand, build preferences, and increase
sales through various digital marketing techniques.
Various digital marketing activities include search
engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing,
content automation, campaign marketing, E-
Commerce marketing, social media marketing,
social media optimization, email direct marketing,
display advertising, e-books, optical discs, games,
and various other forms of digital media. The reason
for using digital marketing in this research is to find
out the extent of online commerce trends among
millennial teenagers today. Kotler and Keller (Arief
Adi S 2017), Buying interest can be interpreted as
consumer behavior in wanting a product based on
their experience in buying or choosing and
consuming a product they want. Kotler and Keller
(2016) suggest several factors that shape consumer
buying interest, especially the attitudes of others and
unexpected situational factors. When someone is in
the process of searching for the item they want, their
feelings will affect their desire to buy an item. The
feelings that occur at that time will determine
whether to buy or not when feelings of pleasure will
increase buying interest and vice versa. (Swastha
and Irawan 2012). In the economic and service
sectors, the development of internet technology is
also accompanied by the presence of e-commerce to
help the success of buying and selling transactions
of a company. E-commerce means marketing,
buying, or selling products and services using
electronic media, for example through the internet,
television, or other digital networks (Hamzah et al.,
2020). So, nowadays many companies and retailers
carry out various marketing strategies through the
internet, social media, and e-commerce websites. In
addition, along with the increasing number of sellers
in e-commerce, companies innovate by having
various sellers on special platforms, making it easier
to make buying and selling transactions and
companies do not need to spend capital to store
stock of goods to be sold. Based on the description
above, this study will be conducted to explain about
"digital marketing moderation on the influence of
brand awareness and product excellence on buying
interest at PT Parit Padang Global" because in the
current digital era digital marketing is very
influential on the sales of a product, therefore it is
necessary to promote products with their respective
styles and characteristics.
1.5 The Influence of Brand Awareness
on Digital Marketing
According to Hasbun and Ruswanty (2016: 3) Brand
awareness or brand awareness is a brand ability that
appears in customer memory when customers
assume about certain products and how often
products appear. According to Romaniuk, Wight,
and Faulkner (2007) "brand awareness is the
capacity of a particular customer to recognize or
remember that a particular brand belongs to a
particular product category". This means that brand
awareness is the capacity of customers to recognize
or remember what the brand provides from a
particular product. Brands have an important role to
play in improving consumer purchasing decisions.
The greater the level of customer understanding of a
brand the greater the ability of an industrial product
to be purchased by customers. Brand awareness is
strongly related to the presence of brand traces in the
minds of customers which results in the capacity of
customers to recognize (identify) brands in various
market conditions (O'Guinn, Allen, & Semenik,
2009). According to Ariyan (2013) in research
Andhini Wulan Saputri (2017: 31) Increasing
awareness is one way to enlarge the market.
Awareness also influences customer assumptions
and behavior. If the understanding is very small, it
can be determined that the brand equity is small. The
position of brand awareness in all brand equity
depends on how far a brand's level of understanding
is reached. Brand awareness measurement indicators
in this study refer to Durianto's (2004) theory
including: unaware of brand, brand recognition,
brand recall, top of mind. The hypothesis is stated as
follows:
Hypothesis 1: Brand Awareness affects Digital
Marketing.
1.6 The Effect of Product Excellence on
Digital Marketing
Product excellence is a corporate profit strategy that
works together to compete more effectively in the