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Della Asmaria Putri
Manajemen,Ekonomi dan Bisnis,Universitas Putra Indonesia “YPTK” Padang
Economics, Econometrics & Finance Engineering

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Pengaruh Digital Marketing dan Brand Awareness Terhadap Keputusan Pembelian Melalui Mediasi Kepercayaan Nofriandi Putra; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4215

Abstract

This study aims to analyze the influence of Digital Marketing and Brand Awareness on Purchase Decision, with Customer Trush as a mediating variabel among Shopee users. The population of this research consists of Management studens at UPI YPTK, class of 2022. A quantitative method with a causal descriptive approch was employed. Data were collected through questionnaires distributed to respondents selected via purposive sampling technique. The data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of thisstudy are expected to demonstrate the extent to which digital marketing strategies and brand awareness effectiveness build consumer trush to enhance online purchase decision.
Pengaruh Kualitas Produk Dan Media Sosial Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening Pada Produk Iphone (Studi Kasus Pengguna Produk Iphone Pada Mahasiswa Di Universitas Putra Indonesia "YPTK" Padang) Mutiara Muliani; Vicky Brama Kumbara; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4258

Abstract

This study aims to determine and analyze the influence of product quality and social media on purchasing decisions with brand image as an intervening variable for iPhone products (A Case Study of iPhone Product Users Among Students at Universitas Putra Indonesia "YPTK" Padang). The population and sample of this study were iPhone users at UPI "YPTK" Padang. Primary data were collected through questionnaires and then analyzed using SEM-PLS (SmartPLS 4.0) to test the measurement and structural models. The results of the study found that Product Quality has a positive and significant effect on Brand Image. Social Media has a positive and significant effect on Brand Image. Product Quality has a positive and significant effect on Product Purchase Decisions. Social Media has a positive but insignificant effect on Purchase Decisions. Brand Image has a positive but insignificant effect on Purchase Decisions. Product Quality has a positive but insignificant effect on Purchase Decisions through Brand Image. Social Media has a positive but insignificant effect on Purchase Decisions through Brand Image
Pengaruh Influencer Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Scarlett Dengan Media Sosial Sebagai Variabel Intervening Yolanda JN; Emil Salim; Della Asmaria Putri
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of influencers and product quality on purchasing decisions for Scarlett products, with social media serving as an intervening variable. The study employs a Structural Equation Modeling (SEM) approach using SmartPLS 3.0 for analysis. The population and sample consist of Management students from UPI YPTK Padang. The results indicate a positive and significant influence of influencers on social media and of product quality on social media. There is a positive but insignificant influence of influencers on purchasing decisions and of product quality on purchasing decisions. However, there is a positive and significant influence of social media on purchasing decisions. Social media acts as a mediator between influencers and purchasing decisions, as well as between product quality and purchasing decisions.
Co-Authors Emil Salim Mutiara Muliani Nofriandi Putra Vicky Brama Kumbara Yolanda JN