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The Effect of Digital Marketing on Purchasing Decisions With Brand Image as a Mediating Variable in Small and Medium-sized Enterprises in Purwokerto

Year: 2025

Type: conference-paper

Abstract: This study aims to determine the effect of digital marketing on purchasing decisions with brand image as a mediating variable in MSMEs in Purwokerto. This study departs from the research gap in previous studies, which had differing results. This study is a quantitative study whose primary data was obtained through the distribution of questionnaires via Google Forms. A total of 144 samples were obtained and analyzed using the SEM-PLS method with the SmartPLS4 analysis tool. The results indicate that digital marketing has a positive influence on purchasing decisions, digital marketing has a positive influence on brand image, brand image has a positive influence on purchasing decisions, and brand image partially mediates the influence of digital marketing on purchasing decisions among SMEs in Purwokerto.

Source: The International Conference on Sustainable Economics Management and Accounting Proceeding

DOI: 10.32424/icsema.1.1.235

Authors: Raden Roro Gustiani Prabuningtyas Hanadi, Chandra Suparno, Asmi Ayuning Hidayah

Institution: Jenderal Soedirman University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4413671168

FWCI:

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