Intermediasi Minat Beli Terhadap Keputusan Pembelian Melalui Digital Marketing Dan Citra Merek
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Abstract
The purpose of this study is to determine the influence of digital marketing and brand image on purchasing decisions through buying intentions at Jozo Coffee Condet. Data collection by distributing questionnaires to consumers. The sampling technique uses accidental sampling method as many as 200 respondents. Data processing conducted by this study uses SmartPLS application version 3.2.9. The results of this study, there is a significant direct influence of digital marketing on buying intentions, digital marketing has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on buying intentions and brand image has a significant positive effect on purchasing decisions and for indirect influences, digital marketing through buying intentions has a significant effect on purchasing decisions, Also, brand image through buying intentions has a significant influence on purchasing decisions.
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References
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Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
Alfiyah, S. N., & Aminah, S. (2023). Pengaruh Digital Marketing , Inovasi Produk dan Brand Image terhadap Keputusan Pembelian pada Coffee Shop Pabrik Lewo Surabaya Reslaj : Religion Education Social Laa Roiba Journal. 5(3), 970–985. https://doi.org/10.47476/reslaj.v5i3.2136
Angelita, A. P. N., Sangari, K. A., & Octaviana, S. (2021). Pengaruh Digital Marketing Dan Variasi Produk Terhadap Minat Beli Di Era COVID 19 Pada Pengguna Aplikasi Tokopedia. 6, 1–19.
Anggraeni, A. R., & Soliha, E. . (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 96. https://doi.org/10.21111/tijarah.v6i3.5612
Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint. International Journal of Management, IT & Engineering, 8(10), 321–339.
Chaffey, D. (2009). E-Business and Management E-Commerce (4th ed.). Pearson Education Limited.
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. January.
Damian, R. (2014). Understanding Digital Marketing: Marketing strategies for engaging the digital generation (3rd ed.). https://www.ptonline.com/articles/how-to-get-better-mfi-results
Del Río, A. B., Vázquez, R., & Iglesias, V. (2001). The Effects of Brand Associations on Consumer Response. Journal of Consumer Marketing, 18(5), 410–425. https://doi.org/10.1108/07363760110398808
Desai, V. (2019). Fostering Innovation, Integration and Inclusion through Interdisciplinary Practices in Management. International Journal of Trend in Scientific Research and Development, Special Is(Special Issue-FIIIIPM2019), 91–94. https://doi.org/10.31142/ijtsrd23072
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effect of Price, Brand, and Store Information Buyers’ Evaluations. Journal of Marketing Research, 28(3), 307–319.
Elbahar, C., & Syahputra. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Di Kadatuan Koffie. 8.
Ferdinand, A. T. (2002). Pengembangan Minat Beli Merek Ekstensi.
Garg, M., Bansal, A., & Singla, K. (2019). Impact of Digital Marketing on Consumer Purchase Decision. International Journal of Innovative Technology and Exploring Engineering, 9(2S2), 453–455. https://doi.org/10.35940/ijitee.b1214.1292s219
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017a). A Primer on Partial Least Squares Structural Equation Modeling. In Long Range Planning (Vol. 46, Issues 1–2). https://doi.org/10.1016/j.lrp.2013.01.002
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2017b). A Primer on Partial Least Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications, Inc.
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017c). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. In Principles of Marketing.
Kotler, P., & Keller, K. L. (2009). Marketing Management. Cambridge University Press.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management.
Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258–266. https://doi.org/10.1016/j.chb.2014.02.007
Musnaina, Suherman, Wijoyo, H., & Indrawan, I. (2020). Digital Marketing. In Suparyanto dan Rosad (2015 (Vol. 5, Issue 3). CV. Pena Persada.
Nasrullah, Z. S., & Tresnati, R. (2017). Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Konsumen pada Pelanggan Dipresso Coffee Shop Bandung. Jurnal Manajemen Dan Start-Up Bisnis, 2(3), 398–408. https://journal.uc.ac.id/index.php/performa/article/view/562
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848
Peter, P. J., & Olson, J. C. (2010). Consumer Behavior Marketing. In Mc Graw.
Primadani, R. D., Purwanto, H., & Sari, S. L. (2021). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variable Intervening ( Studi Empiris Pada Konsumen Bintang Toedjoe Masuk Angin di Madiun). SIMBA: Seminar Inovasi Manajemen Bisnis Dan Akuntansi3, 3, 1–15. www.TopBrandIndex.com
Putri, F. C., Kumadji, S., & Sunarti. (2016). Pengaruh Word Of Mouth Terhadap Minat Beli Dan Dampaknya Pada Keputusan Pembelian (Survei pada konsumen Legipait Coffeeshop Malang) Fakultas Ilmu Administrasi. Pengaruh Word Of Mouth Terhadap Minat Beli Dan Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Legipait Coffeeshop Malang), 34(1), 86–95.
Rahul, A. K. (2021). The Impact of Brand Image on Consumer Behavior: A Literature Review. International Journal of All Research Education and Scientific Methods, 9(6). https://doi.org/10.4236/ojbm.2015.31006
Rose, T., & Nofiyanti, F. (2020). Citra Merek Terhadap Minat Beli Konsumen Kopi Kekinian di Jakarta. Literatus, 2(1), 40–51. https://doi.org/10.37010/lit.v2i1.33
Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147. https://doi.org/10.30872/psikoborneo.v8i1.4870
Sinaga, R. O. (2017). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Cocorico Cafe & Resto Bandung 2017. E-Proceeding of Applied Science, 3(2), 258–264.
Siyoto, S. (2015). Dasar Metodologi Penelitian (Ayup (ed.); 1st ed.).
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yucha, N., & Safitri, S. N. (2020). Pengaruh Bauran Pemasaran, Suasana Kafe Dan Minat Beli Terhadap Keputusan Pembelian Di Intano Coffee Shop and Roastery Krian. IQTISHADequity Jurnal MANAJEMEN, 3(1), 180. https://doi.org/10.51804/iej.v3i1.927
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006