Penguatan Brand Image melalui Digital Marketing dalam Mendorong Keputusan Pembelian UMKM Lokal
Abstract
The rapid growth of digital technology has significantly transformed marketing strategies among MSMEs in Indonesia. Social media and e-commerce platforms are no longer merely promotional tools but also play a crucial role in shaping consumer perceptions of brands. This study aimed to examine the effect of digital marketing on purchase decisions with brand image as a mediating variable among MSMEs. A quantitative approach was employed using a survey of 144 MSME consumers in Purwokerto who had interacted with digital promotions. Data were analyzed using Structural Equation Modeling (SEM). The findings revealed that digital marketing had a positive and significant effect on both brand image and purchase decisions. Furthermore, brand image partially mediated the relationship between digital marketing and purchase decisions, indicating that consumers evaluate brand perceptions before making purchasing decisions. These results highlight the importance of strengthening digital marketing strategies to build a positive brand image and enhance MSME competitiveness in the digital era.Keywords: brand image; digital marketing; MSMEs; purchase decision
References
Anwar M, Andrean D. 2021. The effect of perceived quality, brand image, and price perception on purchase decision. Journal of Business and Management Studies 3(2):98–107.
Ashley C, Tuten T. 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing 32(1):15–27.
Basuki R, Pratama A, Lestari D. 2023. Digital marketing and purchase decision: Evidence from MSMEs sector. Journal of Marketing Innovation 5(2):101–112.
Bruhn M, Schoenmueller V, Schäfer DB. 2012. Are social media replacing traditional media in terms of brand equity creation? Management Research Review 35(9):770–790.
Chaffey D, Ellis-Chadwick F. 2019. Digital Marketing: Strategy, Implementation and Practice. 7th ed. Harlow: Pearson Education.
Dewi NP, Sari MM, Putra IG. 2024. Digital marketing, brand image, and purchase decision: The mediating role of consumer perception. Journal of Business and Retail Management Research 18(1):45–57.
Erdem T, Swait J. 2004. Brand credibility, brand consideration, and choice. Journal of Consumer Research 31(1):191–198.
Erna R. 2023. Digital marketing strategy and consumer purchase intention in small businesses. International Journal of Marketing Studies 15(1):45–56.
Ertemel AV, Ammoura A. 2016. The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance 2(1):81–89.
Futureskills.id. 2024. Laporan Digitalisasi UMKM Indonesia. Jakarta: Futureskills Indonesia.
Hutter K, Hautz J, Dennhardt S, Füller J. 2013. The impact of user interactions in social media on brand awareness and purchase intention. Journal of Product & Brand Management 22(5/6):342–351.
Kane GC, Palmer D, Phillips AN, Kiron D, Buckley N. 2015. Strategy, not technology, drives digital transformation. MIT Sloan Management Review 14:1–25.
Keller KL. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Harlow: Pearson Education.
Kotler P, Keller KL. 2016. Marketing Management. 15th ed. Harlow: Pearson Education.
Kotler P, Kartajaya H, Setiawan I. 2017. Marketing 4.0: Moving from Traditional to Digital. Hoboken: John Wiley & Sons.
Lemon KN, Verhoef PC. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing 80(6):69–96.
Natasya A. 2023. Transformasi digital UMKM Indonesia pasca pandemi COVID-19. Jurnal Ekonomi dan Bisnis Indonesia 38(2):145–158.
Taneja S, Toombs L. 2014. Putting a face on small businesses: Visibility, viability, and sustainability. Academy of Marketing Studies Journal 18(1):249–260.
Trainor KJ, Andzulis JM, Rapp A, Agnihotri R. 2014. Social media technology usage and customer relationship performance. Journal of Business Research 67(6):1201–1208.
Putri NA, Munas B. 2023. Digital marketing experience and customer purchase decision in MSMEs. Journal of Small Business Strategy 33(1):65–78.
Putri NA, Suryani T, Nugroho A. 2024. Digital marketing adoption and its impact on MSMEs performance. Journal of Asian Business and Economic Studies 31(1):22–36.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Thompson FM. 2016. Consumer decision-making styles and purchase behavior. Journal of Consumer Marketing 33(3):230–242.
Ashley C, Tuten T. 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing 32(1):15–27.
Basuki R, Pratama A, Lestari D. 2023. Digital marketing and purchase decision: Evidence from MSMEs sector. Journal of Marketing Innovation 5(2):101–112.
Bruhn M, Schoenmueller V, Schäfer DB. 2012. Are social media replacing traditional media in terms of brand equity creation? Management Research Review 35(9):770–790.
Chaffey D, Ellis-Chadwick F. 2019. Digital Marketing: Strategy, Implementation and Practice. 7th ed. Harlow: Pearson Education.
Dewi NP, Sari MM, Putra IG. 2024. Digital marketing, brand image, and purchase decision: The mediating role of consumer perception. Journal of Business and Retail Management Research 18(1):45–57.
Erdem T, Swait J. 2004. Brand credibility, brand consideration, and choice. Journal of Consumer Research 31(1):191–198.
Erna R. 2023. Digital marketing strategy and consumer purchase intention in small businesses. International Journal of Marketing Studies 15(1):45–56.
Ertemel AV, Ammoura A. 2016. The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance 2(1):81–89.
Futureskills.id. 2024. Laporan Digitalisasi UMKM Indonesia. Jakarta: Futureskills Indonesia.
Hutter K, Hautz J, Dennhardt S, Füller J. 2013. The impact of user interactions in social media on brand awareness and purchase intention. Journal of Product & Brand Management 22(5/6):342–351.
Kane GC, Palmer D, Phillips AN, Kiron D, Buckley N. 2015. Strategy, not technology, drives digital transformation. MIT Sloan Management Review 14:1–25.
Keller KL. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Harlow: Pearson Education.
Kotler P, Keller KL. 2016. Marketing Management. 15th ed. Harlow: Pearson Education.
Kotler P, Kartajaya H, Setiawan I. 2017. Marketing 4.0: Moving from Traditional to Digital. Hoboken: John Wiley & Sons.
Lemon KN, Verhoef PC. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing 80(6):69–96.
Natasya A. 2023. Transformasi digital UMKM Indonesia pasca pandemi COVID-19. Jurnal Ekonomi dan Bisnis Indonesia 38(2):145–158.
Taneja S, Toombs L. 2014. Putting a face on small businesses: Visibility, viability, and sustainability. Academy of Marketing Studies Journal 18(1):249–260.
Trainor KJ, Andzulis JM, Rapp A, Agnihotri R. 2014. Social media technology usage and customer relationship performance. Journal of Business Research 67(6):1201–1208.
Putri NA, Munas B. 2023. Digital marketing experience and customer purchase decision in MSMEs. Journal of Small Business Strategy 33(1):65–78.
Putri NA, Suryani T, Nugroho A. 2024. Digital marketing adoption and its impact on MSMEs performance. Journal of Asian Business and Economic Studies 31(1):22–36.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Thompson FM. 2016. Consumer decision-making styles and purchase behavior. Journal of Consumer Marketing 33(3):230–242.
Published
2026-01-31
How to Cite
GUSTIANI, Raden Roro; HIDAYAH, Asmi Ayuning.
Penguatan Brand Image melalui Digital Marketing dalam Mendorong Keputusan Pembelian UMKM Lokal.
JURNAL ADMINISTRASI KANTOR, [S.l.], v. 13, n. 2, p. 268-280, jan. 2026.
ISSN 2527-9769.
Available at: <https://ejournal-binainsani.ac.id/index.php/JAK/article/view/3804>. Date accessed: 07 july 2026.
doi: https://doi.org/10.51211/jak.v13i2.3804.
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
_.jpg)
