Publisher

AINARAPRESSAINARAPRESS

Journal Lensa Ilmiah: Jurnal Manajemen dan SumberdayaLensa Ilmiah: Jurnal Manajemen dan Sumberdaya Abstract

The rapid development of digital technology has transformed marketing practices, particularly in competitive sectors such as the food industry. However, prior studies report inconsistent findings regarding the influence of digital marketing and brand awareness on purchase decisions, highlighting the need for evidence in specific local contexts. This study examines the effects of digital marketing and brand awareness on consumer purchase decisions at PT Bali Food Industry, a frozen fruit producer in Bali. A quantitative approach was employed using purposive sampling, resulting in 176 valid respondents who had seen the companys advertisements and purchased its products. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with SPSS, following reliability and classical assumption tests. The results indicate that digital marketing positively and significantly affects purchase decisions (B = 0.239; β = 0.382; t = 6.064; p < 0.001) and that brand awareness also has a positive and significant effect (B = 0.387; β = 0.426; t = 6.763; p < 0.001). Simultaneously, both variables significantly influence purchase decisions (F = 85.418; p < 0.001), explaining 49.5% of the variance (R² = 0.495). These findings suggest that optimizing digital marketing and strengthening brand awareness can meaningfully enhance consumer purchase decisions.

Conclusion

The study concludes that both digital marketing and brand awareness exert a positive and significant influence on consumer purchase decisions at PT Bali Food Industry.The results demonstrate that brand awareness has a relatively stronger impact compared to digital marketing in shaping purchasing behavior.Therefore, prioritizing strategies to enhance brand awareness, alongside optimizing digital marketing efforts, is crucial for increasing consumer purchasing decisions.

Future Research

Future research could explore the mediating role of consumer engagement in the relationship between digital marketing, brand awareness, and purchase decisions, providing a deeper understanding of the underlying mechanisms. Additionally, investigating the moderating effects of demographic factors, such as age and income, could reveal how these variables influence the effectiveness of digital marketing and brand awareness strategies. Finally, a comparative study examining the impact of different digital marketing channels (e.g., social media, search engine optimization, email marketing) on consumer behavior within the frozen fruit industry would offer valuable insights for optimizing marketing resource allocation and maximizing return on investment. These studies should be conducted with a larger and more diverse sample size to improve the generalizability of the findings and provide a more comprehensive understanding of the complex interplay between digital marketing, brand awareness, and consumer purchasing decisions in the Indonesian market.

References

1. Pengaruh Disiplin Kerja dan Lingkungan Kerja terhadap Kinerja Pegawai pada Dinas Perindustrian dan Perdagangan... doi.org/10.54371/jms.v4i1.815Pengaruh Disiplin Kerja dan Lingkungan Kerja terhadap Kinerja Pegawai pada Dinas Perindustrian dan Perdagangan doi 10 54371 jms v4i1 815
2. Pengaruh Kinerja Keuangan Perusahaan Food and Beverage terhadap Prediksi Financial Distress | Lensa Ilmiah:... journal.ainarapress.org/index.php/lms/article/view/887Pengaruh Kinerja Keuangan Perusahaan Food and Beverage terhadap Prediksi Financial Distress Lensa Ilmiah journal ainarapress index php lms article view 887
3. The theory of planned behavior: Frequently asked questions. theory planned behavior frequently asked... onlinelibrary.wiley.com/doi/10.1002/hbe2.195The theory of planned behavior Frequently asked questions theory planned behavior frequently asked onlinelibrary wiley doi 10 1002 hbe2 195
4. Pengaruh Budaya Organisasi dan Motivasi terhadap Kinerja Pegawai pada Pusat Pelatihan Kerja Daerah Jakarta... doi.org/10.54371/jms.v4i1.814Pengaruh Budaya Organisasi dan Motivasi terhadap Kinerja Pegawai pada Pusat Pelatihan Kerja Daerah Jakarta doi 10 54371 jms v4i1 814

Metadata

File size	445.93 KB
Pages	6
DMCA	Report