How Digital Marketing and Brand Awareness Drive Online Purchasing: The Impact of Price Perception and Product Quality in Jakarta

Resti Pratama; Rini Hidayati

doi:10.58777/rbm.v4i1.401

Authors

Resti Pratama Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/rbm.v4i1.401

Keywords:

Digital Marketing, Product Quality, Brand Awareness, Price Perception, Purchase Decision

Abstract

This study examines the influence of digital marketing, product quality, brand awareness, and price perception on online purchasing decisions for Kanky shoes. The population comprised consumers of Kanky shoes in Jakarta, excluding the Seribu Islands. The sample included respondents who had purchased and used Kanky shoes, actively used social media, were at least 17 years old, and resided in Jakarta (excluding the Seribu Islands). A quantitative research method was employed, with data collected through questionnaires using purposive sampling. Data were analyzed using SPSS and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that digital marketing, brand awareness, and price perception have positive and significant effects on purchasing decisions. In contrast, product quality does not significantly influence purchasing decisions. Managerially, the results suggest that companies should maximize digital platforms to deliver targeted messages and strengthen brand awareness among broader audiences. Although product quality was not a significant predictor, maintaining high quality remains essential for building consumer trust and meeting market expectations through continuous innovation.

References

Aguspriyani, Y., Polindi, M., Fitriani, P., Darmansyah, T., & Setiadi, R. (2023). Pengaruh Strategi Pemasaran Digital terhadap Keputusan Pembelian Produk Asuransi pada Generasi Milenial. VIII(I), 35–48.

Agustian, I. A., & Murwanti, S. (2023). The Effect of Digital Marketing and Product Quality on Product Purchasing Decisions of Monica The Label. International Journal of Management Studies and Social Science Research, 05(01), 155–162. https://doi.org/10.56293/ijmsssr.2022.4558

Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766

Astuti, N. L. G. S. D., Widhyadanta, I. G. D. S. A., & Sari, R. J. (2021). Pengaruh Brand Image Dan Brand Awareness Lazada Terhadap Keputusan Pembelian Online. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 10(10), 897. https://doi.org/10.24843/eeb.2021.v10.i10.p07

Ayesha, I., Pratama, I. W. A., Hasan, S., Amaliyah, Effendi, N. I., Yusnanto, T., Diwyarthi, N. D. M. S., Utami, R. D., Firdaus, A., Mulyana, M., Fitriana, Norhidayati, & Egim, A. S. (2022). Digital Marketing (Tinjauan Konseptual). In Pt. Global Eksekutif Teknologi. http://repository.ibik.ac.id/1470/1/DIGITAL MARKETING.pdf

Basuki, S. A. R., Sampurno, D. H. A., & ... (2023). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Properti Dan Brand Image Sebagai Mediasi Serta WOM Sebagai Moderasi Di Perumahan Grand Wisata. Jurnal Ekonomi 08(02), 204–212. https://journal.lppmpelitabangsa.id/index.php/jespb/article/view/807%0Ahttps://journal.lppmpelitabangsa.id/index.php/jespb/article/download/807/309

Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67–74. https://doi.org/10.38204/atrabis.v7i1.546

Devi Marta Dwi L, Theresia Pradiani, I. K. R. (2021). Pengaruh Kualitas Produk, Harga, Diskon, Dan Keputusan Pembelian Online Maharani Prima Skin Care Di Blitar. Angewandte Chemie International Edition, 6(11), 951–952., 2013–2015

Ekawati, E., Rachma, N., & Wahono, B. (2020). Pengaruh Hedonic Shopping Motives, Lifestyle, Brand Image dan Brand Awareness terhadap Keputusan Pembelian Sepatu Vans. Jurnal Ilmiah Riset Manajemen, 9(10), 177–191.

Gain, R., & dkk. (2017). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Vodkasoda Shirt. Jurnal Manajemen Dan Start-Up Bisnis, 2(2), 142–150.

Harjadi, D., & Arraniri, I. (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan.

Jasmani. (2018). Effect of Product Quality and Price on Decision Purchase in Pt. Mandiri Steel in Jakarta. Jurnal Disrupsi Bisnis, 1(1), 113–134.

Kartika, L. N., & Rino, M. M. (2021). Pengaruh Kualitas Produk Dan Pemasaran Digital Terhadap Keputusan Pembelian Bioskop Cinema Xxi (Studi Pada Mahasiswa di D.I Yogyakarta). Jurnal Riset Manajemen Dan Bisnis, 16(1), 31. https://doi.org/10.21460/jrmb.2021.161.370

Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition 17th Edition.

Morrisan, M. A. (2015). Periklanan Komunikasi Pemasaran Terpadu, cetakan pertama. In Penerbit: Kencana Prenada Media Group.

Muhammad imam Nur Yassin, Alimuddin Rizal Rivai, & Euis Soliha. (2023). The Influence of Brand Ambassador, Brand Image, And Price Perception On The Purchase Decision of Ventela Shoes. ICMS International Conference Multidisciplinary Studies, 2(1), 129–136.

Prastowo, S. L., & Rahmadi, R. (2023). Apakah brand awareness mampu memoderasi promosi, kualitas produk dan inovasi terhadap keputusan pembelian? Jurnal Inspirasi Bisnis Dan Manajemen, 6(2), 153. https://doi.org/10.33603/jibm.v6i2.7798

Prihartono, R. M. S. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Jimea, 4(1), 106–113.

Rifani, R. A., Aryanti, S., & Syamsuriani, S. (2023). Pengaruh Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Konsumen (Studi Pada Livestream Tiktok Shop). Amsir Management Journal, 3(2), 100–114. https://doi.org/10.56341/amj.v3i2.204

Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360

Saputro, Widyanto aji, & Laura, N. (2020). Pengaruh Digital Marketing dan Layanan Purna Jual Terhadap Keputusan Pembelian yang Di Moderasi Oleh Citra Perusahaan. Media Manajemen Jasa, 8(2), 1–11.

Sari, C. R., & Hidayat, A. M. (2021). The Influence of Influencer Marketing and Product Quality on Purchasing Decisions at Uniqlo Telkom University. E-Proceeding of Management, 8(2), 1361–1368. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/viewFile/14809/14586

Setyani, A. D., & Prabowo, R. E. (2020). Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga terhadap Keputusan Pembelian sepatu merek Adidas (Studi di Toko Origial Sportcenter cabang Medoho Semarang). Procceding Sendiu, 42–53.

Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. CommIT Journal, 16(1), 9–18. https://doi.org/10.21512/commit.v16i1.7583

Tjiptono, F. (2019). Pemasaran Jasa Edisi Terbaru.

Widyastutir, S., & Said, M. (2017). Consumer Consideration in Purchase Decision of SPECS Sports Shoes Product through Brand Image, Product Design and Price Perception. International Journal of Supply Chain Management, 6(4), 199–207.

Wijaya, A. G., & Zulfa, M. (2017). The Effect Of Word Of Mouth, Price Perception, Brand Image and Trust On Purchase Decision Using Purchase Intention As An Interveningvariable (Study At Middle Class Housing In Semarang). International Journal of Islamic Business Ethics, 2(3), 1. https://doi.org/10.30659/ijibe.2.3.1-12

Yani, A. S., & Ngora, K. (2022). Influence of Product Quality & Promotion on Purchase Decision with Buying Interest as a Moderating Variable. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 14034–14046.