PENGARUH DIGITAL MARKETING, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MOISTURIZER DI SIDOARJO

Dini Anjarwani (Universitas Muhammadiyah Sidoarjo)
Dewi Komala Sari (Universitas Muhammadiyah Sidoarjo)
Rizky Eka Febriansah (Universitas Muhammadiyah Sidoarjo)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of digital marketing, brand image, and brand awareness on moisturizer purchasing decisions in Sidoarjo. Methods: Quantitative research involving 100 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 3.0. Research Gap/Novelty: Integrates digital marketing and brand-related factors to explain consumer purchasing decisions in the skincare industry. Results: Digital marketing, brand image, and brand awareness influenced moisturizer purchasing decisions. Conclusion: Strengthening digital marketing strategies, brand image, and brand awareness is essential for encouraging consumer purchasing decisions.