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All Journal Jurnal Ekonomi dan Bisnis Indonesia
Pramudya, Ferry Agsta
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Economics, Econometrics & Finance Social Sciences

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PERAN PEMASARAN DIGITAL DAN BRANDING DALAM MEMPENGARUHI MINAT BELI MELALUI KESADARAN MEREK SEBAGAI INTERVENING Pramudya, Ferry Agsta; Lukitaningsih, Ambar; Cahyani, Putri Dwi
Jurnal Ekonomi dan Bisnis Indonesia Vol 10 No 2 (2025): JURNAL EKONOMI DAN BISNIS INDONESIA
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37673/jebi.v10i2.7084

Abstract

This study aims to analyze the role of digital marketing and branding in influencing purchase intention with brand awareness as an intervening variable among Starcross consumers in Yogyakarta. This research employs a quantitative method using primary data collected through a Likert-scale questionnaire. The sample consists of 105 respondents who are Starcross consumers, selected using purposive sampling technique. Data analysis was conducted using multiple linear regression and Sobel test with the assistance of SPSS software. The results indicate that digital marketing and branding have a positive and significant effect on brand awareness. Furthermore, digital marketing, branding, and brand awareness also have a positive and significant influence on purchase intention. The mediation test results reveal that brand awareness effectively mediates the relationship between digital marketing and branding toward purchase intention. These findings highlight the importance of integrating digital marketing and branding strategies to enhance brand awareness and stimulate consumers’ purchase intention, particularly in the local fashion industry.
Co-Authors Ambar Lukitaningsih Putri Dwi Cahyani, Putri Dwi