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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science Jurnal Ilmu Manajemen Terapan (JIMT) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Economics and Digital Business Review International Journal of Advanced Multidisciplinary Greenation International Journal of Law and Social Sciences
Mochammad Mukti Ali
Universitas Indonesia Membangun, Bandung, Indonesia
Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce Muhammad Ishar; Nunung Ayu Sofiati; Mochammad Mukti Ali; Dadan Abdul Azis; Gurawan Dayona; Riyadi Nur Sumawidjaya; Ade Salman Alfarisi; Anggono Raras Tirto Sakti
International Journal of Advanced Multidisciplinary Vol. 4 No. 4 (2026): International Journal of Advanced Multidisciplinary (January - March 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v4i4.1882

Abstract

This study aims to analyze the influence of the Marketing Mix on Brand Image and its impact on Purchasing Decisions for running shoes on e-commerce platforms. The rapid development of digital commerce has changed consumer behavior in selecting and purchasing products, making marketing strategy, brand perception, and online purchasing decisions crucial aspects for business competitiveness. This research adopts a quantitative approach with descriptive and verificative methods to examine the relationships among the variables of Marketing Mix, Brand Image, and Purchasing Decisions. The results indicate that the implementation of the Marketing Mix, covering Product, Price, Place, and Promotion, is in the good category with an average score of 3.66, reflecting effective marketing strategy execution. Brand Image, measured through Reputation, Recognition, Affinity, and Loyalty, is also in the good category with an average score of 3.57, indicating positive consumer perception of the brand. Similarly, Purchasing Decisions, including product selection, e-commerce selection, and repeat purchases, are in the good category with an average score of 3.40. Furthermore, statistical analysis reveals that the Marketing Mix has a positive and significant effect on Brand Image and Purchasing Decisions, while Brand Image also significantly influences Purchasing Decisions. Additionally, the Marketing Mix simultaneously exerts a significant effect on both Brand Image and Purchasing Decisions, demonstrating the strategic role of integrated marketing strategies in enhancing consumer behavior in the e-commerce context.
Co-Authors Ade Salman Alfarisi Aidil Arifin Andre Suryaningprang Anggono Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Aris Setiyani Dadan Abdul Azis Dadan Abdul Azis Mubarok Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dendi Sujatmika Egi Fernandez Erna Herlinawati Fauzan Daffa Gurawan Dayon Gurawan Dayona Hadiyan Nur Sofyan Ida Farida Oesman Irving Ignatius Paul Luntungan Irving Irving Ignatius Paul Luntungan Meilani Eka Putri Andrean Muhamad Nazri Darise Muhammad Ishar Nunung Ayu Sofiati (Efi) Radzisyah Ferry Rama Chandra Jaya Ridho Riadi Akbar Rimayani Rimayani Riyadi Nur Sumawidjaya Riyandi Nur Sumawidjaya Tri Suryatna Yoyo Sudaryo