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All Journal Jurnal Manajemen Atma Jaya Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Jurnal Pengabdian Kepada Masyarakat SEWAGATI Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Ketut Elly Sutrisni
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH DIGITAL MARKETING TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PENJUALAN PERHIASAN SARI DEWI GOLD & SILVER Pande Putu Yudhist Devananda; Ketut Elly Sutrisni
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 12 No 3 (2025): JMBI UNSRAT Volume 12 Nomor 3
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v12i3.65227

Abstract

The development of digital technology has transformed traditional marketing paradigms into more interactive and measurable digital-based strategies. This study aims to analyze the effect of digital marketing on purchase intention with brand image as a mediating variable in the jewelry sales of Sari Dewi Gold & Silver in Gianyar, Bali. A quantitative approach was employed using primary data collected through questionnaires distributed to 141 respondents who had purchased or were potential buyers of the jewelry products. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results indicate that digital marketing has a positive and significant effect on both brand image and purchase intention, while brand image also has a positive and significant effect on purchase intention and mediates the relationship between digital marketing and purchase intention. These findings emphasize that effective digital marketing strategies not only directly enhance consumers’ purchase intentions but also strengthen brand image as a key factor in building consumer trust, providing both theoretical and practical implications for jewelry businesses to optimize digital marketing strategies in improving competitiveness.
Co-Authors , I Nyoman Sunarta Anak Agung Ayu Intan Puspadewi Ayu Trisnadewi, Ni Kadek Dewa Ayu Putri Sukadana Gusi Putu Lestara Permana I Gede K. Ananta Yoga I Made Sudiksa I Made Suidarma I Made Surya Adi Putra I Nyoman Sunarta I Putu Dharmawan Pradhana I Wayan Abimayu Angga Nugraha I Wayan Aditya Suranata Kadek Julia Mahadewi Kelvin Cahya Utomo Luh Putu Niti Rahayu Maria Elisabeth Yuliana Welu Manggo Ni Putu Sawitri Nandari Pande Putu Yudhist Devananda Prasada, Dewa Krisna Putu Clara Aldama Fridayanti Sunarbawa, I Gd Arya Marendra Putra