Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Jurnal Ilmiah Manajemen Kesatuan
Destine Fajar Wiedayanti
Politeknik Negeri Semarang, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Digital Marketing and Social Media Marketing on Purchase Intention with Brand Awareness as Mediator Nanang Adie Setyawan; Bagus Yunianto Wibowo; Destine Fajar Wiedayanti
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 4 (2026): JIMKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i4.5330

Abstract

Driven by the burgeoning influence of digital marketing and social media marketing on consumer behavior within the Indonesian restaurant sector, this study investigates their effect on purchase intention. The primary objective is to evaluate how these digital strategies affect consumer intent, both directly and through the mediating role of brand awareness. Utilizing a quantitative methodology and a cross-sectional survey design, the research gathered data from 200 patrons of prominent restaurants in Semarang City. The subsequent analysis was performed using Structural Equation Modeling (SEM) via IBM AMOS 24 software. The empirical results demonstrate that both digital marketing and social media marketing exert positive and significant effects on brand awareness and purchase intention, with social media marketing exhibiting a more pronounced influence. Additionally, brand awareness was found to significantly enhance purchase intention while functioning as a critical mediator between marketing efforts and consumer decisions. The study concludes that optimizing digital strategies, especially on social media, is vital for elevating brand visibility and stimulating consumer interest. These findings underscore the necessity for restaurant operators to craft interactive and pertinent digital content to maintain a competitive advantage in the modern digital marketplace.
The Effect of Sustainable Marketing, Brand Image, Product Quality, and Customer Awareness on Purchase Intention Bagus Yunianto Wibowo; Nanang Adie Setyawan; Destine Fajar Wiedayanti
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 4 (2026): JIMKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i4.5406

Abstract

Increasing awareness of sustainability and the development of digital marketing have encouraged consumers to pay greater attention to environmental and product-related factors in purchasing decisions within the fashion industry. This study investigates the effect of sustainable marketing, brand image, product quality, and customer awareness on purchase intention toward fashion Micro, Small, and Medium Enterprises (MSMEs). The research is situated within the growing trend of sustainability-driven consumer behavior and increasing competition among local fashion MSMEs. The study contributes by empirically examining the integration of sustainability and marketing factors using a covariance-based approach. Data were collected from 150 consumers of fashion MSMEs through structured questionnaires and analyzed using Structural Equation Modeling (SEM) with IBM SPSS AMOS. The results reveal that sustainable marketing, brand image, and product quality have a significant positive effect on purchase intention, while customer awareness strengthens the influence of these variables on consumer decisions. The findings demonstrate that combining sustainability-oriented marketing strategies with strong brand image and high product quality can effectively increase purchase intention, particularly when supported by heightened customer awareness in the digital marketplace.
Co-Authors Bagus Yunianto Wibowo Nanang Adie Setyawan