How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era
This empirical research aims to test and prove the effect of marketing strategy through digital marketing on purchasing decisions and the brand image variable is a mediation. Data were collected using a sampling technique where 320 respondents transacted in Indonesian SMEs. This research method is a quantitative method through path analysis and data analysis using SPSS software. The research data was obtained using a Likert scale questionnaire distributed online. Based on the results of multiple linear analysis and Sobel test, it shows that digital marketing has a positive and significant effect on purchasing decisions and brand image as a moderating variable can strengthen or increase the influence of Digital Marketing variables on purchasing decision variables.
Adam, M., Ibrahim, M., Ikramuddin, I., & Syahputra, H. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia. International Journal of Supply Chain Management, 9(3), 1210-1220.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia
Computer Science, 161, 851-858.
Daud, I., Nurjannah, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A., ... & Jihadi, M. (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian
smes. International Journal of Data and Network Science, 6(1), 37-44.
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111.
Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224.
Indumathi, R. (2018). Influence of digital marketing on brand building. International Journal of
Mechanical Engineering and Technology (IJMET), 9(7), 235-243.
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e- loyalty. International Journal of Data and Network Science, 6(2), 477-486.
Khan, A. S., Bilal, M., Saif, M., & Shehzad, M. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediating Effect of Brand Equity & Perceived Value. Inst. Bus. Manag, 1-50.
Liu, S., Perry, P., & Gadzinski, G. (2019). The implications of digital marketing on WeChat for luxury
fashion brands in China. Journal of Brand Management, 26(4), 395-409.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Mihardjo, L., Sasmoko, S., Alamsjah, F., & Elidjen, E. (2019). The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance. Uncertain Supply Chain Management, 7(4), 691-702.
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293.
Rathnayaka, U. (2018). Role of digital marketing in retail fashion industry: A synthesis of the theory and
the practice. Journal of Accounting & Marketing, 7(02).
Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science,
Syazali, M., Putra, F., Rinaldi, A., Utami, L., Widayanti, W., Umam, R., & Jermsittiparsert, K. (2019).
Retracted: Partial correlation analysis using multiple linear regression: Impact on business environment
of digital marketing interest in the era of industrial revolution 4.0. Management Science Letters, 9(11),
Suharto, S., Junaedi, I., Muhdar, H., Firmansyah, A., & Sarana, S. (2022). Consumer loyalty of Indonesia e- commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383-390.
Fayzhall, M., Purwanto, A., Asbari, M., Goestjahjanti, F. S., Winanti, W., Yuwono, T., ... & Suryani, P. (2020). Transformational versus Transactional Leadership: Manakah yang Mempengaruhi Kepuasan Kerja Guru?. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 256-275.