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Journal : journal of engineering science and technology management

The Influence of Digital Marketing Strategy and Brand Image on Consumer Purchase Intention at Warehouse Coffee Container in Panam, Pekanbaru Akbar, Rahmad; Yetti, Dzulhijjah; Nurkholis, Nurkholis; Kaido, Boris; Febrianton, Adi
Journal of Engineering Science and Technology Management (JES-TM) Vol. 5 No. 2 (2025): September 2025
Publisher : Journal of Engineering Science and Technology Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jestm.v5i2.282

Abstract

This study investigates the influence of digital marketing strategy and brand image on consumer purchase intention at Warehouse Coffee Container in Panam, Pekanbaru, where competition among coffee shops continues to intensify. Digital marketing has become a crucial channel to reach consumers, while brand image strongly shapes consumer perceptions and purchase behavior. A quantitative explanatory design was applied, with data collected from 120 consumers selected through purposive sampling. Questionnaires were distributed to measure perceptions of digital marketing strategy, brand image, and purchase intention. Data analysis was conducted using SPSS, employing validity and reliability tests, classical assumption tests, and multiple linear regression to test the proposed hypotheses. The results demonstrate three major findings: digital marketing strategy has a positive and significant effect on consumer purchase intention, brand image also positively and significantly influences purchase intention, and digital marketing strategy significantly enhances brand image. Furthermore, the joint influence of digital marketing strategy and brand image was found to be significant in determining purchase intention. This study provides both theoretical and practical contributions. Theoretically, it extends evidence on the role of marketing strategies in shaping consumer behavior within the food and beverage industry. Practically, it emphasizes that effective digital marketing combined with a consistent brand image can strengthen competitiveness, attract more consumers, and increase purchase intention in the highly competitive coffee shop market
Co-Authors - Sutrisno Abdul Aziz Achadi Budi Santosa Affandi, Arlisya Tika Agus Hadi Prayitno agustina, clara Aini, Sitti Nurul Akhmad Sodiq Aluna, Aluna Am, Andri Nofiar Amalia, Bonita Amir Hamzah Andri Veno Andriani, Mira Andriono, Rian Anggraini, Rosalina Yuri Ani Susilawati Anzaikhan, M. Apriliani, Ribka Armainingsih, Armainingsih Aryananda Wijaya Kusuma, I Dewa Made Ashshofiyyah, Nida’un Taqwiyani Asmuni, Ahmad Asrianto, Noor Atmaji, Ery Setiyawan Jullev Atmanto, Arif Puji Aulia, Anggi Aziz Mustofa Anwar, Abdul Baehaqi Bahri, Abdul Bamatraf, Lutfia Bambang Irawan /E21207042 Bawono, Ari Belia Afifah Boris Kaido Brodjonegoro, Bambang P. S. Brodjonegoro, Bambang P. S. Buchori Buchori, Buchori Budi Prasetyo DADIK PANTAYA Datik Lestari Dewi, Fitria Dewi, Mutiara Sri Dianasari Dianasari, Dianasari Diel, M. Martono Djubaedi, Dedi Dwi Agus Setiawan Dwi Rahmawati , Aulia DWI SURYANTO Dzulhijjah Yetti Edy Mintarto, Edy Elmonita, Yudhanoorsanti Endang Mardiati Erfan Kustiawan Eti Nurhayati Fadilah, Fatin Faliandra Tanjung, Muhammad Ridho Far’am, Farah Nadiyah Yunivia Fatah, Panji Rizalul Fauzia, Silvi Febi Nur Salisah Febrianton, Adi Fenty Kurnia Oktorina Ferry Ahmad Ardiansyah Fina Nasari Firdaus, Muh. Fitri Fitri Fitri, Zilvanhisna Emka Furoidah, Aniq Jihan Ghufron Abdullah Girsang, Gracelyanti habibie, indra Hariadi Subagja Hary Septianwari HASAN SUBEKTI Hasanah, Niswatin Hasanah, Risnatun Hikmah, Siti Nur Husna, Jannatul I Wayan Dasna Idham Kholid Ilyasa, Raihan Imam Marsudi Imam, Shokhirul Inggih Permana Ketty Suketi Kisai, Andi Ali Krisnawan, Gede Kurnia, Maya Dewi KUSTILO, ANTON Kusumawati, febriana Tri Labudasari, Erna Lilik Purwanti M, Saripuddin M. Afdal M. Ibnu Fajril Jabin, M. Ibnu Fajril Made Aristia Prayudi Manjayati, Era Sapitra Alifiana Marzuki Noor, Marzuki Meidiana Dwidiyanti Merry Muspita Dyah Utami Miskah , Desti Aulia Mu’in, Juhri Abdul Mubarok, Fikri Shofin Mubin, Muh Fatkul MUHAMAD, NUR Muhammad Amin Muhammad Junaidi Muhammad Ridwan Muhammad Syaifullah, Muhammad Mulyantoro, Cahyo Dwi Munawar, Endang Munzil Mustakim Mustakim Mutaqin Mutaqin Nawang Wulandari, Nawang Ningsih, Niati Nining Haryuni Nitsae, Oli Gretia Nurfuadi Nurfuadi Nurhasan Nurhasan, Nurhasan Nursyirwan Nursyirwan Nurul Emil Safitri Nurul Fachriyah Nusantoro, Suluh Pangabean, Della Rosa Pangestu, Erlyawan Perdana, M.Alkadri Pratiwi, Bety Dwi Pribadi, Antoni Prihatiana, D Prijanto, Tulus Priyono Priyono Pujianto, Eko Dwi Puspita, Erina Ayu Puspitasari, Nur Wahyu Putra, Adestya Bismandoko Haryantono Putra, Arildwika Putra, Nugraha Permana Putri Sandora PUTRI, DINI AMALIA Putri, Diva Aurelia Putri, Novita Andaresta Putri, Rini Ananta Putriana Salman R.M.Herdian Bhakti Rafidah Nuraniyah , Andi Rahmad Akbar Rahman, Fadhli Rahman, Zumardi Rahmawati, Ristia Aprisida Retno Lestari Riansyah, S Riwan Kusmiadi, Riwan Rizki Amalia Rizki Amalia Nurfitriani Rizkiyah Rizkiyah, Rizkiyah Rizky, Oldi Dwi Maulana Rofi’ah, Wasilatur Rokhmad, Rokhmad Rosmegawaty Tindaon Rukhshah, Muhammad Sabilah, Sabilah Saechon, Saechon Saftantri, Dwi sandiko, sandiko Saputro, Arif Slamet Sari Atmini Saripuddin Muddin Satriya Pranata Setiana, Diana Sholihati, Vivit SITI NURUL HIDAYATI Siti Shalma, Elsa Sono, S. H Sri Wahyuni Suahasil Nazara Suci Suci, Suci Suci Wulandari Sudarman Sudarman Sudarsono, Ratria Anggraini Sudiyatno Sudiyatno Sugianto Sugianto Sugiono, Sugiono Suhandinda, Suhandinda Sulistiyaningsih Sulistiyaningsih SULISTYARTO, SONI Sulistyo, Indah Surjani Wonorahardjo Surono Surono Susanti, Iwin Susanto, Salwa Rianti Susiati B. Hirawan Sutisno, Aliet Noorhayati Sutrisno T Sutrisno, T Suyoko, Andri Syahid, Akhmad Syaiful Iqbal Theo Mahiseta Syahniar Wahyono, Nanang Dwi Wijaya, Fransisca Januarumi Marhaendra Wijono Winarso D. Widodo Wiranata, Fajar Adi Wiwin, Desak Wiwin, Desak Wulan Fitri Utami, Wulan Fitri Wulan Fitri Utami, Wulan Fitri Yudhistira, Dewangga Zaenal Arifin Zaki Baridwan Zebua, Ester Oniati Zubir, Zubir Zuhri, Mohammad Zuhriyah, Faizatuz Zulfikar