Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Management and Economics Journal (MEC-J)
Komang Adi Gunawan
Universitas Pendidikan Ganesha
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Brand Image as a Mediator of the Effect of Product Quality and Social Media Marketing on Consumer Purchasing Decisions in Endek MSMEs Komang Adi Gunawan; Ni Luh Wayan Sayang Telagawathi; Ni Made Ary Widiastini
MEC-J (Management and Economics Journal) Vol 10, No 1 (2026)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v10i1.36863

Abstract

Digitalization has reshaped consumer behavior, yet prior studies show inconsistent evidence on whether brand image mediates the effects of social media marketing and product quality on purchasing decisions. This study examines these relationships in Endek MSMEs in Seririt District using a quantitative approach with SEM-PLS on 100 respondents. The results show that social media marketing and product quality significantly affect purchasing decisions, both directly and through brand image, which also exerts a strong independent influence. The study clarifies previous mediation inconsistencies and contributes practical insights for strengthening MSME competitiveness through improved digital marketing and product quality.
Co-Authors Ni Luh Wayan Sayang Telagawathi Ni Made Ary Widiastini