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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
Cristina Anggrena
Universitas Internasional Batam
Economics, Econometrics & Finance Social Sciences

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Enhancing Brand Identity and Purchase Intention through Digital Marketing Strategy Lady Lady; Cristina Anggrena; Hepy Hefri Ariyanto; Ronny Firdiansyah Arief
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 12 No 1 (2026): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnalmbe.v12i1.1721

Abstract

Addressing the limited empirical evidence on the "zero-to-one" digital transition of micro-scale vendors, this study aims to analyze the implementation of a digital marketing strategy at Uda Denai Juice and its effectiveness in strengthening brand identity and stimulating purchase intention. Using a qualitative case study design and the Stimulus-Organism-Response (SOR) model, data were gathered through semi-structured interviews with the owner and consumers, field observations, and Instagram analytics. Data validity was ensured through technique triangulation. Results indicate that a structured digital system significantly enhanced professional visibility, recording 28,546 views and a reach of 19,592 unique accounts, where 85.7% of engagement originated from non-followers. Qualitative findings reveal that consistent, professional visual content effectively increased consumer trust and brand love, which subsequently drove purchase intention. This study concludes that for micro-enterprises, a well-planned digital strategy is a deterministic factor in building emotional connections. The implications suggest that micro-scale businesses can achieve sustainable resilience by prioritizing a professional digital identity to penetrate new markets independently.
Co-Authors Ariyanto, Hepy Hefri Lady Lady Ronny Firdiansyah Arief