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Nanik Hariyana
Universitas Pembangunan Nasional Veteran Jawa Timur
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The Influence of Brand Image and Digital Marketing on Indihome Provider Purchase Decisions in Sidoarjo Khalik, Muhammad David; Supriyono, Supriyono; Hariyana, Nanik
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9168

Abstract

The telecommunications industry is often characterized by competition between providers. Brand image and digital marketing play a crucial role in influencing consumer choices. This study aims to analyze the impact of brand image and digital marketing on purchasing decisions for IndiHome service providers in the Sidoarjo area. The research approach used was quantitative, involving the distribution of questionnaires to 97 respondents who were IndiHome users in Sidoarjo. Data processing was performed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) to highlight the relationships between these variables. The research findings revealed that brand image has a positive and meaningful impact on consumers' decisions to purchase IndiHome services. The indicator with the highest loading factor was the view that IndiHome is widely recognized and considered a superior internet provider. Furthermore, digital marketing also contributed significantly to supporting purchasing decisions, with the effectiveness of product communication and promotion through digital platforms being a determining factor. The results show that brand image has a significant influence on purchasing decisions with the highest indicator loading factor of 0.845 and a mean value of 4.443 in the statement "IndiHome's brand image is widely known and trusted by the public as a provider of quality internet services". Digital marketing also has a significant influence with the highest loading factor of 0.844 and a mean value of 4.361. The R-square test shows that the model is able to explain 78% of the variance in purchasing decisions (R-square 0.780). The study recommends strengthening brand image and utilizing consistent digital marketing to improve customer purchasing decisions.
Co-Authors -, miftahul huda Affandi, Rizal Ahmad Agam Syahreza Putra Agyunika, Kharisma Ainaya, Aisyi Akbar Bintang Permana Al Ghifari, Rifqi Putra Aldien Ramadhan Alfiandi Imam Mawardi Andini Novianti Anggraini, Dea Agita ANIKAWATI, Vika Anugrah Bayu Santoso Aqilah Mahda Az Zuhra Ardham Hardi Saputra Ardyanfitri, Helmina Arifiana Nur Hanifah Arrosi, M. Masykur Asrorun Niam Astriana, Mitha Bagus Wahyu Tri Pambudi Bintang Ulul Albab Boru Manihuruk, Olivia Margareta Purnama Juwita C. Cheryl Falery S Carrisa Putri Oktavia Cindi Fatikah Danendra Alvyn Danendra Alvyn Anshari Deffiani Aktaviani Putri Dessy Anggelina Tiarakasih Dewi Sinta Dienni Ruhjatini Sholihah Dienni Ruhjatini Sholihah Diva Dhotin Fajriyah Efendi Efendi Eko, Andriansyah Wahyu Elsa Nabella Emiliana Nisa Syahniar Erlang Virdiansyah Fadhil, Moh. Nauval Fatikah, Cindi Fatmah Rahmawati, Olga FATMAWATI, Vindi Atika Fauzi, Indra Nur Ferdy Setiyawan Fitaningrum, Yuniar Nur Fithriyani, Aufi Jazilah Fitri Wulandari Fortuna Sukiran Putri, Evi G. Oka Warmana G. Oka Warmana Gilang Permana Hadi Raharjo, Raden Johnny Haryanto, Albertus Eka Putra Hayyina Rahma Hendra Syahputra Hery Pudjoprastyono Ida Ayu Putu Sri Widnyani Idris, Mukandar Ilham Naufal Imani, Najwa Maulida Rizqi Indonesia, Indonesia Indra Gunawan Iqbal Hanif, Mohammad Naja Ircha Olifia Ismiatul Ilmiah Izaak, Wilma Codelia Izaak, Wilma Cordelia Izaak, Wilma Cordelia Karima Sahranafa Kevin Vansa Ernanda2 Khalik, Muhammad David Khansa , Ghaitsa Kamilia Krido Eko cahyono Kurnia, Muhammad Reiby Tirta Kurratul Aini, Kurratul Kusumaningati, Kusumaningati Lasya, Cinta Lingga Nurwidyasari Lita Permata Sari Lita Permata Sari Mafaza, Moch. Shodikin Mahendra Alfatoni Hadinata Mandasari, Virginia Marsalena, Julia Maulina Alfindy Mawardi, Alfiandi Imam Mikhael Agustinus Muhammad Irham Adhitya Muhammad Ricky Setiawan MUHAMMAD TAHAJJUDI GHIFARY Nabilah Amani SALSABILA Nanda Nova Nur Diana Naufal, Ilham Nevari, Shintya Rizky Nur Fauzi, Indra Nurjanti Takarini Nurkholish Majid Nuruni Ika K.W Nuruni Ika KW Nurwidyasari, Lingga OKTAVIANA, EVA Pahleivi, Arya Duta Reza Parawansa, Kofifah Mega Puspita Sari, Magdalena Dini Wahyu Putri Indah Rachmawati Qoriroh Putri Amelinda Qurrotul Aini Rasyid, Fadilah Raden Johnny Hadi Raharjo Raden Johnny Hadi Raharjo Ramadhan, Muhammad Rizky Awwalul Ramadhani, Moh. Nailur Rizqi Rendy Brahmastra, I Bagus Rifqi Putra Al Ghifari Rr. Rachmalia Nadia Rizqina Rusmansyah, Robi Ganda Novianto Sahranafa, Karima Salma Dea Nabilla Santoso, Fidelio Bintang Saputra, David Sari, Ajeng Dea Novita Sari, Rini Kartika Septina Nur Aini Sholihah, Dewi Deniaty Sholihah, Dienni R. Siti Aminah Siti Aminah Sugiarto, Kevin Suhadi Putra, Syahril Genandra SUPRIYONO Supriyono Supriyono Supriyono Supriyono Syanggraini, Cici Wulan Syarifah, Hidayatus Tarigan, Muhammad Audric Eugene teresya, lidya Tri Palupi Robustin, Tri Palupi Ulum, Libasul Virdiansyah, Erlang Virginia Mandasari Widinasti, Meilani Wijaya, Marshanda Wiwik Handayani YULIANI, Handita Rizki Zanetty, Ivo Firmancini ⁠Cendana Izza Mahara