THE EFFECT OF DIGITAL MARKETING ON PURCHASING DECISIONS WITH BRAND IMAGE AS A MEDIATING VARIABLE IN SMALL AND MEDIUM-SIZED ENTERPRISES IN PURWOKERTO

Authors

  • Raden Roro Gustiani Prabuningtyas Hanadi Universitas Jenderal Soedirman Author
  • Chandra Suparno Universitas Jenderal Soedirman Author
  • Asmi Ayuning Hidayah Universitas Jenderal Soedirman Author

DOI:

https://doi.org/10.32424/icsema.1.1.235

Keywords:

Digital Marketing, Brand Image, Purchasing Decisions, Small and Medium-Sized Enterprises, Content Marketing

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.

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Published

2025-08-13

Issue

Vol. 1 (2025): The International Conference on Sustainable Economics, Management, and Accounting (ICSEMA 2025) Proceeding

Section

Articles

How to Cite

THE EFFECT OF DIGITAL MARKETING ON PURCHASING DECISIONS WITH BRAND IMAGE AS A MEDIATING VARIABLE IN SMALL AND MEDIUM-SIZED ENTERPRISES IN PURWOKERTO. (2025). The International Conference on Sustainable Economics Management and Accounting Proceeding, 1(1), 2478-2486. https://doi.org/10.32424/icsema.1.1.235