The Effect Of Digital Marketing And Product Variety On Purchasing Decisions Mediated By Brand Image In Bakso President
DOI:
https://doi.org/10.59581/jrim-widyakarya.v1i4.1396Keywords:
digital marketing, product variety, brand image, purchasing decisions, UMKMAbstract
This study aims to investigate the effect of digital marketing (X1) and product variety (X2) on purchasing decisions (Y) with brand image (Z) as a mediator in the context of Micro, Small and Medium Enterprises (MSMEs) in Malang City, namely Bakso President. The population of this study were Instagram and Tiktok followers and the sample of this study were 327 respondents. This research technique uses proportional random sampling. This research analysis uses SEM-PLS. The results of this study highlight the importance of a thoughtful digital marketing strategy and high-quality product variety in building a strong brand image. The findings also underline that a positive brand image has a positive impact on consumer purchasing decisions at Bakso President. The practical implication is that MSMEs can utilize brand image as a strategic asset to improve their competitiveness and business growth.
References
Anderson, J., & White, L. (2017). The impact of brand image on consumer purchasing behavior: An empirical study. Journal of Consumer Behavior, 45(3), 212-228.
Brown, R., & Johnson, L. (2018). Impact of product variety on brand image in the food industry. Food Marketing and Technology, 28(3), 256-271.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing, and integrating online marketing. Routledge.
Chen, S., & Brown, L. (2020). Exploring the mediating role of brand image in the fast-food industry. Food Marketing and Technology, 33(4), 445-461.
Chen, S., & Li, H. (2016). The impact of digital marketing on purchasing decisions: A comparison between luxury and non-luxury sectors. Journal of Luxury Marketing, 20(1), 47-62.
Chen, S., & Li, H. (2021). The mediating role of brand image in the automotive industry: An empirical analysis. International Journal of Marketing Studies, 13(3), 67-82.
Chen, S., & Wang, W. (2015). The impact of digital marketing on brand image: An empirical study on China's private enterprises. International Journal of Business and Management, 10(2), 137-143.
Davis, R., & Kim, Y. (2021). Mediation effect of brand image in the technology sector: Insights from purchase intentions. International Journal of Technology Marketing, 43(2), 182-198.
Davis, R., & Smith, A. (2020). Brand image and luxury fashion purchasing decisions. Journal of Fashion Marketing and Management, 24(6), 697-714.
Dawar, N., & Parker, P. (1994). Marketing universals: Consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing, 58(2), 81-95.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(1), 1-77.
Ha, S., Janda, S., & Muthaly, S. (2019). Investigating the effects of product variety on brand commitment and loyalty. Journal of Retailing and Consumer Services, 51, 75-85.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2020). S-D logic–informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 48(2), 161-185.
Huang, L., Chiu, C. M., & Chen, C. F. (2018). Understanding the antecedents of continuance intention in social network services: An empirical study of Facebook. Computers in Human Behavior, 81, 192-202.
Johnson, M., et al. (2017). Online advertising and its effects on consumer buying behavior. Journal of Marketing Research, 51(3), 317-332.
Johnson, R., & Smith, M. (2017). The mediating role of brand image in the fashion industry: An empirical study. Journal of Fashion Marketing and Management, 21(3), 366-383.
Johnson, S., & Brown, M. (2019). Factors influencing purchasing decisions in the food industry: A comparative study. Food Marketing and Technology, 29(3), 345-361.
Johnson, S., et al. (2018). Product variety and consumer purchasing behavior in e-commerce. Journal of E-commerce Research, 19(2), 187-204.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kim, Y., & Chen, S. (2020). Product variety and brand image: Evidence from the technology sector. International Journal of Technology Marketing, 35(2), 287-304.
Kim, Y., & Davis, C. (2019). Brand image mediation in electronics retail: A study of purchase intentions. Journal of Retailing and Consumer Services, 48(2), 197-208.
Kim, Y., & Lee, J. (2019). The role of digital marketing channels in shaping brand image: Evidence from the fashion industry. Journal of Marketing Communications, 25(4), 327-342.
Kumar, V., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
Li, H., & Wu, L. (2017). Product variety and luxury brand purchase intention: The role of brand prestige and self-congruence. Journal of Brand Management, 24(6), 548-565.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. McGraw-Hill.
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Bönningstedt: SmartPLS GmbH.
Smith, A. N., & Zook, Z. (2011). Marketing communications: Integrating offline and online with social media. International Journal of Advertising, 30(1), 13-46.
Smith, A., & Davis, C. (2019). The influence of product variety on brand perception in the fashion industry. Journal of Fashion Marketing and Management, 23(4), 511-527.
Smith, A., & Jones, B. (2017). Digital marketing and brand image: A study in the fast fashion industry. Journal of Fashion Marketing and Management, 21(4), 475-491.
Smith, E., & Anderson, M. (2016). Product variety and consumer choice: An empirical investigation in the retail industry. Journal of Retailing, 42(3), 215-230.
Smith, E., & Johnson, L. (2018). The mediating role of brand image in online booking decisions: A study in the hospitality industry. Journal of Online Marketing, 37(4), 512-528.
Smith, J., & Taylor, L. (2018). Digital marketing strategies and their impact on purchasing decision: A case of e-commerce consumers. Journal of Consumer Behavior, 43(5), 321-335.
