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All Journal INVENTORY: JURNAL AKUNTANSI
Bahri, Lalu Pathul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Digital Marketing and Brand Image through Brand Awareness as an Intervening Variable on Lombok Coffee Products Bahri, Lalu Pathul; Ady, Sri Utami
INVENTORY: JURNAL AKUNTANSI Vol. 9 No. 2 (2025)
Publisher : Prodi Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/inventory.v9i2.22819

Abstract

ABSTRACT The purpose of this study was to analyze the influence of digital marketing and brand image through brand awareness as an intervening variable on Lombok Coffee products. This researcher used a quantitative approach. The population in this study were all Lombok Coffee users in the age range of 20-40 years. The sampling technique used was a non-probability sampling technique using the Hair formula. The data analysis technique used the Structural Equation Model (SEM) with the help of the SmartPLS 4.0 Program. The results of the analysis can be concluded that Digital Marketing influences Lombok Coffee Purchasing Decisions; Brand Image influences Lombok Coffee Purchasing Decisions; Digital Marketing does not influence Lombok Coffee Brand Awareness; Brand Awareness influences Lombok Coffee Purchasing Decisions; Brand Image influences Lombok Coffee Brand Awareness; Digital Marketing does not influence Purchasing Decisions through Lombok Coffee Brand Awareness; and Brand Image influences Purchasing Decisions through Lombok Coffee Brand Awareness
Co-Authors SRI UTAMI ADY