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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Journal Research of Social Science, Economics, and Management
Kamila, Puteri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Influence of Digital Marketing on Purchase Intention with Brand Image as an Intervening Variable Kamila, Puteri
Journal Research of Social Science, Economics, and Management Vol. 5 No. 9 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i9.1404

Abstract

In the digital era, the rapid growth of internet use and social media has encouraged companies to adopt digital marketing strategies to influence consumer behavior and strengthen their competitive position. Digital marketing is considered an effective tool not only for delivering product information but also for shaping a positive brand image that may lead to higher purchase intention. This study examines the influence of digital marketing on purchase intention, positioning brand image as a mediating mechanism within the relationship. Drawing on contemporary digital consumer behavior perspectives, the research investigates how interactive and content-driven marketing activities shape consumers’ cognitive evaluations and behavioral intentions. A purposive sampling method was employed, involving 137 respondents residing in Semarang City who actively engage with digital platforms. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with WarpPLS 8.0 to assess both direct and indirect effects. The findings demonstrate that digital marketing significantly and positively affects brand image and purchase intention. Brand image also exerts a significant positive influence on purchase intention and partially mediates the relationship between digital marketing and purchase intention. These results suggest that digital marketing not only directly stimulates consumer buying intention but also operates indirectly by strengthening favorable brand perceptions. In conclusion, the results are useful for evaluating the implementation of digital marketing and brand image in increasing product purchase intention.
Adaptive Digital Marketing Convergence for Village-Owned Enterprises in Indonesia Abdurokhim, Abdurokhim; Pujadiaraka, Pandu; Kamila, Puteri; Nurwahid, Arul falah
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 1 (2026): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i1.62990

Abstract

Rural enterprises increasingly confront digital exclusion despite mounting pressure to compete in platform-based markets. This study contributes to digital marketing and rural enterprise literature by introducing a staged convergence model integrating content marketing and paid promotion according to varying levels of organizational digital readiness among Village-Owned Enterprises (BUMDES). Using a sequential explanatory mixed-method design, the study combined surveys of 100 BUMDES, interviews, stakeholder discussions, and pilot implementation across five BUMDES in Cirebon Regency, Indonesia. The findings reveal severe limitations in digital literacy, infrastructure, and marketing capacity, yet the proposed convergence model substantially improved online visibility and business performance during implementation. The study demonstrates that digital marketing effectiveness in rural enterprises depends not merely on technological adoption but on adaptive alignment between promotional intensity, organizational capability, and resource constraints. These findings provide practical guidance for policymakers and local governments in designing scalable digital transformation programs for community-based enterprises.
Co-Authors Abdurokhim Abdurokhim Nurwahid, Arul falah Pujadiaraka, Pandu