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All Journal MANAJEMEN DEWANTARA
Dini Anjarwani
Universitas Muhammadiyah Sidoarjo
Economics, Econometrics & Finance

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PENGARUH DIGITAL MARKETING, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MOISTURIZER DI SIDOARJO Dini Anjarwani; Dewi Komala Sari; Rizky Eka Febriansah
MANAJEMEN DEWANTARA Vol 10 No 1 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21408

Abstract

Objectives: To examine the effects of digital marketing, brand image, and brand awareness on moisturizer purchasing decisions in Sidoarjo. Methods: Quantitative research involving 100 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 3.0. Research Gap/Novelty: Integrates digital marketing and brand-related factors to explain consumer purchasing decisions in the skincare industry. Results: Digital marketing, brand image, and brand awareness influenced moisturizer purchasing decisions. Conclusion: Strengthening digital marketing strategies, brand image, and brand awareness is essential for encouraging consumer purchasing decisions.
Co-Authors Dewi Komala Sari Rizky Eka Febriansah