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All Journal Al-Idarah : Jurnal Manajemen dan Bisnis Islam Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE)
Rina Madyasari
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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EKSPLORASI HUBUNGAN DIGITAL MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS DENGAN DIGITAL LITERACY SEBAGAI VARIABEL MODERASI PADA PRODUK LOZY HIJAB DI KABUPATEN TASIKMALAYA Fiana Putri; Ardhiansyah; Isyana Rahayu; Rina Madyasari
Al-Idarah Vol 7 No 2 (2026): Al-Idarah : Jurnal Manajemen dan Bisnis Islam
Publisher : Fakultas Syariah dan Ekonomi Islam Universitas Ibrahimy

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35316/idarah.2026.v7i2.50-64

Abstract

This study aims to explore the influence of digital marketing and customer engagement on brand awareness, with digital literacy as a moderating variable for Lozy Hijab products in Tasikmalaya Regency. Despite the massive growth of the modest fashion industry, brands face challenges in translating social media reach into actual consumer interaction and awareness. This research employs a quantitative approach, collecting data from 100 female consumers through structured questionnaires. The data were analyzed using the SEM-PLS method via SmartPLS software. The results indicate that digital marketing, customer engagement, and digital literacy all have a positive and significant direct impact on brand awareness. Furthermore, digital literacy is proven to significantly strengthen the impact of both digital marketing and customer engagement on brand awareness. These findings categorize digital literacy as a quasi-moderator, indicating it functions as both a predictor and a moderator. This study concludes that high consumer digital proficiency is crucial for optimizing brand communication strategies. The practical implication suggests that brands should integrate digital education into their promotional content to foster more authentic brand recognition.
Pengaruh Digital Marketing dan Promosi terhadap Keputusan Pembelian Jasa Drumband Cipasung : Studi Kasus di Kabupaten Tasikmalaya Alycia Noor Oktaviani Arief; Rina Madyasari; Alfin Nur Arifah; Yudi Setia Rachmanda
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 5 No. 2 (2026): Agustus: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v5i2.9471

Abstract

The rapid development of digital technology has encouraged businesses to utilize digital marketing and promotional strategies to influence consumer purchasing decisions. However, the implementation of these strategies in service-based businesses, particularly drumband services, remains relatively underexplored. This study aims to analyze the influence of digital marketing and promotion on purchasing decisions for Drumband Cipasung services in Tasikmalaya Regency. The research employed a quantitative approach using a survey method involving 69 respondents selected through simple random sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27. The findings indicate that digital marketing does not have a significant effect on purchasing decisions, while promotion has a positive and significant effect on purchasing decisions. The coefficient of determination (R²) of 0.822 demonstrates that digital marketing and promotion jointly explain 82.2% of the variation in purchasing decisions. These results imply that promotional activities play a more important role in encouraging consumers to purchase Drumband Cipasung services, whereas the current implementation of digital marketing has not yet been sufficiently effective. Therefore, improving content quality, audience engagement, and digital marketing strategies is recommended to enhance consumer purchasing decisions. Keywords: Digital Marketing, Promotion, Purchasing Decision
Co-Authors Alfin Nur Arifah Alfin Alycia Noor Oktaviani Arief Ardhiansyah Fiana Putri Isyana Rahayu Yudi Setia Rachmanda