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Mukti Ali, Mochammad
Univeristas Indonesia Membangun, Bandung, West Java, Indonesia
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Journal : International Journal of Advanced Multidisciplinary

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Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce Ishar, Muhammad; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Azis, Dadan Abdul; Dayona, Gurawan; Sumawidjaya, Riyadi Nur; Alfarisi, Ade Salman; Sakti, Anggono Raras Tirto
International Journal of Advanced Multidisciplinary Vol. 4 No. 4 (2026): International Journal of Advanced Multidisciplinary (January - March 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v4i4.1882

Abstract

This study aims to analyze the influence of the Marketing Mix on Brand Image and its impact on Purchasing Decisions for running shoes on e-commerce platforms. The rapid development of digital commerce has changed consumer behavior in selecting and purchasing products, making marketing strategy, brand perception, and online purchasing decisions crucial aspects for business competitiveness. This research adopts a quantitative approach with descriptive and verificative methods to examine the relationships among the variables of Marketing Mix, Brand Image, and Purchasing Decisions. The results indicate that the implementation of the Marketing Mix, covering Product, Price, Place, and Promotion, is in the good category with an average score of 3.66, reflecting effective marketing strategy execution. Brand Image, measured through Reputation, Recognition, Affinity, and Loyalty, is also in the good category with an average score of 3.57, indicating positive consumer perception of the brand. Similarly, Purchasing Decisions, including product selection, e-commerce selection, and repeat purchases, are in the good category with an average score of 3.40. Furthermore, statistical analysis reveals that the Marketing Mix has a positive and significant effect on Brand Image and Purchasing Decisions, while Brand Image also significantly influences Purchasing Decisions. Additionally, the Marketing Mix simultaneously exerts a significant effect on both Brand Image and Purchasing Decisions, demonstrating the strategic role of integrated marketing strategies in enhancing consumer behavior in the e-commerce context.
Co-Authors Aeni, Puri Nur Alam, Syaharani Nur Setia Alawiyah, Shufia Alfarisi, Ade Salman Andi Setiawan Andre Suryaningprang Andrean, Meilani Eka Putri Anggono Raras Tirto Sakti Anggraeni, Yulia Dyah Apriliani, Putri Khumaira Arif Dzulfikar Arifin, Aidil Aris Setiyani, Aris Atika Dian Pitaloka Aunia, Sovie Azis, Dadan Abdul Binagusto Mochammad Budiono Budiono Burnama, Satryadi Chandra Jaya, Rama Dadan Abdul Aziz Dadan Abdul Aziz Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Daffa, Fauzan Dayon, Gurawan Dayona, Gurawan Dede Suleman Dewi Nusraningrum Egi Fernandez Erna Herlinawati Fajar, Kartika Bunga Fanji Wijaya Febrianto Febrianto, Febrianto Febryan, Ferdhy Ferdhy Febryan Fernandez, Egi Ferry, Radzisyah Fitri Julianti Fitriyanti, Neng Putri Gurawan Dayona Ismail Hadiyanti, Risa Hapzi Ali Hardan, Nurul Syafrina Hartoyo Hartoyo Hartoyo Hartoyo Hartoyo Helinawati, Erna Hendriawanto, Hendriawanto Hengki, Reza Hikmah, Agung Mohamad Ismail, Gurawan Dayona Jaya, Rama Chandra Jordan, Reza Juanda, Ujang Karamang, Ezra Khairunisya, Hania Khofifah, Haiva Nailul Luntungan, Irving Ignatius Paul Luntungan, Irving Irving Ignatius Paul Madani, Wanda Nurul Mamahit, Rilly Richard Maulana, Aldi Melati, Sukma Mubarok, Dadan Abdul Azis Muhammad Ishar, Muhammad Mukhamad Najib Naomi Desty Ayu Lestari Nila Sauri Pratesti Nunung Ayu Sofiati (Efi) Palupi Permata Rahmi Pitaloka, Atika Dian Prasetiyo, Wildan Guretno Pratama, Hangga Anugratyas Pratiwi, Anggi Ratu Prita Prasetya Putri, Adela Ayudia R. Rheina Amalina Iskandar Rama Chandra Jaya Ramadhan, Rio Ari Ramadhan, Rizal Muhammad Ridho Riadi Akbar Rifqi, Reza Muhammad Rimayani, Rimayani Rissa Febrianti Riyandi Nur Sumawidjaja Rizal Syarief Romadhona, Fitria Rosalia, Salma Eka Sahati, Antonius Salsabila, Farha Sayyidinaa Zahra Ridha Pramitha Sena, Muhamad Adryan Arya Septiani, Tia Setiawan, Naufal Alip Putra Siregar, Nurul Fathin Siti Jahroh Siti Susanti Sofyan, Hadiyan Nur Suci Fauziah Lestari Sudaryo , Yoyo Sujatmika, Dendi Sumawidjaya, Riyadi Nur Sumawidjaya, Riyandi Nur Suryatna, Tri Syam Gunawan Syamsul Bachri Taufik Romadon Tjipto Sajekti Valecia, Callista Ratu Wais Alqorni, Muhammad Zaki Wijaya, Dina Yulia Yanda Ihza Rizky Yoyo Sudaryo