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All Journal Jurnal Ekonomi dan Kewirausahaan J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia) Alamtara: Jurnal Komunikasi dan Penyiaran Islam BALANCE: Economic, Business, Management and Accounting Journal Jurnal EK dan BI Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Journal Media Public Relations JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Balance : Jurnal Akuntansi dan Manajemen Indonesian Journal of Multidisciplinary on Social and Technology Jurnal Social Society PENG: Jurnal Ekonomi dan Manajemen Jurnal Ekonomi, Manajemen, Akuntansi JIMEK
Marjam Desma Rahadhini
Universitas Slamet Riyadi Surakarta
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Digital Marketing dan Brand Image terhadap Keputusan Pembelian dengan Trust sebagai Variabel Moderasi pada Produk Brownies Cinta di Karanganyar: Survey pada Konsumen Produk Brownies Cinta Karanganyar Aditya Indah Wulandari; Rahmasita Pramudya Yudhiarti; Aditya Firdaus Al-Husain; Pria Andhika; Marjam Desma Rahadhini
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 2 (2025): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i2.6358

Abstract

The study's foundation is the swift growth of the snack food sector with an emphasis on brownies, particularly the Brownies Cinta MSME in Karanganyar, which struggles to manage digital tactics and cultivate a brand identity to expand consumer choice. With trust acting as a moderating variable, the goal of this study is to investigate how brand image and digital marketing affect consumer decisions. Using a quantitative approach, 33 respondents participated in multiple linear regression analysis and moderated regression analysis (MRA). SPSS Statistic Version 25 software was used for statistical testing. The results of the study demonstrated that, although digital marketing had no discernible effect on purchasing decisions, brand image did. Furthermore, the association between digital marketing and brand image on purchase decisions was not effectively moderated by customer trust. The study's conclusions highlight how crucial MSMEs are to developing a strong brand image through consistent product quality and visual communication, as well as enhancing digital marketing tactics to better draw in customers and increase their interest in making a purchase. Additionally, this study demonstrates that consumer trust is still important even though it hasn't been statistically demonstrated to be a moderator. As a result, businesses must uphold their reputation and transparency in their digital interactions.
Co-Authors Aditya Firdaus Al-Husain Aditya Indah Wulandari Afifah Devi Lestari Aisyah Wigayati Ajeng Dyah Pramesti Akbar Bagas Kurniawan Amanda Lutfi Amaranila Prehastanti Ana Febriyanti Andry Budiarto Situmorang Aprilliya Galuh Pratiwi Ardani Yoga Mukharom Aris Eddy Sarwono Arneta Alfiana Kusumaningtyas Bintang Satria Pradana Brigita Sally Sulistyawati Camalin Ayugita Dafa Caesario Islama Destiana Fitri Devi Oktavia Devina Safa Felisya Diah Yoso Poespito Dian Oktaviyani Dicky Ardiansah Sidauruk Eva Novi Triana Fanda Vibriyani Sesariya Farida Nur Istiqomah Febrianti Febrianti Felix Rajendra Adiyatma Hakim Mustofa Hana Selfiana Ilham Tri Febrianto Ines Adela Larasati Irfan Rizqi Pangestu Jefri Aji Kusuma Joshepine Wahyu Widianto Kervin Muhamad Diski Lamidi Lamidi Lintang Kusuma Ramdhani Lutfiyah Amini Mayong Amilado Merista Eka Apriliani Miftakhul Nur Janah Miracle Triswardani Putri Muhammad Ghoffar Fathony Muhammad Ichlasul Amal Munika Puspitasari Natalia Shinta Puspitasari Nensi Willy Lorenso Noor Hudha Novry Wardana Nur Muhammad Yusuf Nur Viana Sukma Melati Pakidah Umi Nurhidayah Pebrianti Utami Pria Andhika Rafiif Nabiil Musthafa Rahayu Triastity Rahmasita Pramudya Yudhiarti Rahus = Chandra Syah Reni Windiastutik Riska Nur Aini Rista Ferry Andryani Sayidah Nafisa Sinta Apriliani Tiara Ayu Restika Tiara Rusida Rahmawati Vigo Rama Dhani Wahid Restu Nadyani Weny Retno Hutami