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All Journal SITEKIN: Jurnal Sains, Teknologi dan Industri JURNAL PENDIDIKAN TAMBUSAI IKRA-ITH EKONOMIKA Al-Isyraq: Jurnal Bimbingan, Penyuluhan, dan Konseling Islam Jurnal Teknik Industri Terintegrasi (JUTIN) Jurnal Pengabdian Nasional (JPN) Indonesia Journal of English Language and Education JETE Jurnal Sains dan Ilmu Terapan Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Guruku: Jurnal Pendidikan dan Sosial Humaniora Journal of Engineering Science and Technology Management Abdimas Terapan: Jurnal Pengabdian Kepada Masyarakat Terapan Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Jurnal Inovasi Bisnis Manajemen dan Akuntansi Ardhi: Jurnal Pengabdian dalam Negri Jurnal Pengabdian Nasional (JPN) Indonesia Indonesia Bergerak: Jurnal Hasil Kegiatan Pengabdian Masyarakat Trends in Applied Sciences, Social Sciences, and Education Journal of Current Research in Humanities, Social Sciences, and Business DIBINOM(Digital Business and Economics Journal)
Dzulhijjah Yetti
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Pengaruh Strategi Digital Marketing dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Coffee Shop di Bangkinang Andri Nofiar. Am; Supriati; Tri Handayani; Rahmad Akbar; Dzulhijjah Yetti
DIBINOM : Digital Business, Economic Jurnal Vol 2 No 1 (2026): DIBINOM : Digital Business, Economic Journal
Publisher : Prodi Bisnis Digital Fakultas Ekonomi Dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/dibinom.v2i1.1783

Abstract

This study offers a comprehensive analysis of the factors driving consumer behavior within the vibrant coffee shop industry in Bangkinang, specifically focusing on the interplay between digital marketing strategies and brand image. Employing a quantitative associative research design, the investigation gathered empirical data from 98 purposively selected respondents. The analytical process involved multiple linear regression, preceded by rigorous testing for validity, reliability, and classical assumptions to ensure data integrity. The findings reveal a compelling narrative: while a well executed digital marketing strategy significantly boosts purchasing decisions, it is the strength of a brand’s image that emerges as the most dominant catalyst in the consumer's final choice. Both variables, when acting in synergy, provide a robust explanation for the fluctuations in local purchasing trends. These results underscore a critical strategic insight for entrepreneurs: simply having a digital presence is insufficient. To thrive in a competitive landscape, coffee shop owners must prioritize the cultivation of a distinctive and trustworthy brand identity. By integrating sophisticated digital outreach with a resonant brand story, businesses can effectively enhance their market appeal and secure long term consumer loyalty. Consequently, this research advocates for a balanced strategic approach to maximize business competitiveness in the modern digital era.
Co-Authors Akbar, Muhammad Firjatullah Nur Am, Andri Nofiar Andri Nofiar. Am Antoni Pribadi Antoni Pribadi Ardiansyah Hamid Azhari Azhari Boris Kaido Burhan Hafid CAHYANI, ANNISA Febrianton, Adi habibie, indra Harmi Yelm Harmi Yelmi Hasybi, Khairul Hayatul Khairul Rahmat Indra Habibi Indra Habibie Kurnia, Dedi M. Alkadri Perdana Masrohatin, Siti Merlia Rahma Yani Merlia Rahmayani Nava, Lilian Nethania Nofiar, Andri Nofrifaldi Nur Asma Deli Nurbit Nurbit Nurbit, Nurbit Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Perdana, M. Alkadri Pribadi, Antoni Priyana, Winda Putri, Indah Purnama Rahmad Akbar Rahmad Akbar Rahmayani, Merlia Rukhshah, Muhammad Santri Utami ms Supriati T.Yoga Winanda Tri Handayani Tri Kurniaty Yedi Sispurwanto Yelmi, Harmi Yoga Winanda, T.