Minat Transaksional dalam Memediasi Digital Marketing dan Citra Merek Terhadap Keputusan Pembelian Konsumen Produk Eagle di Jakarta: Transactional Interest in Mediating Digital Marketing and Brand Image on Consumer Purchasing Decisions of Eagle Products in Jakarta - Andrea, Debby; Mulyanto, Heru (LPPM Universitas Pelita Bangsa, 2024)
Proses keputusan pembelian konsumen menjadi satu yang harus diperhatikan di dalam upaya meningkatkan penjualan sepatu lokal. Penelitian ini mendalami digital marketing dan citra merek terhadap proses keputusan pembelian dengan penghubung minat transaksional. Penelitian melibatkan 98 responden yaitu konsumen produk Eagle. Data yang terkumpul diolah menggunakan smartPLS dan dianalisis menggunakan analisis structural pendekatan partial square. Penelitian menghasilkan temuan bahwa Digital Marketing dan Citra Merek berpengaruh terhadap Minat Transaksional dengan arah positif. Minat transaksional berpengaruh terhadap Proses Keputusan Pembelian dengan arah positif serta menjadi pemediasi Digital marketing dan citra merek terhadap Proses Keputusan Pembelian. The process of consumer purchasing decisions is one that must be considered in an effort to increase local shoe sales. This research will explore digital marketing and brand image in influencing the purchase decision process with transactional interest as an intervening. The study involved 98 respondents who had purchased Eagle products. The collected data is processed using smartPLS and analyzed using structural analysis with a partial square approach. The research resulted in findings that Digital Marketing and Brand Image affect Transactional Interest in a positive direction. Transactional interest influences the Purchase Decision Process in a positive direction. Transactional interest mediates the influence of Digital marketing and brand image on the Purchase Decision Process.