The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery

Widia Eva Sari; Maimun Sholeh

doi:10.61132/ijems.v3i1.1077

Authors

Widia Eva Sari Universitas Negeri Yogyakarta
Maimun Sholeh Universitas Negeri Yogyakarta

DOI:

https://doi.org/10.61132/ijems.v3i1.1077

Keywords:

Awareness, Brand, Decision, Digital, Marketing

Abstract

This study analyzes the influence of Digital Marketing Strategy and Brand Image on consumer purchasing decisions and tests the role of Brand Awareness as a moderating variable at Moringa Coffee and Eatery. Data collection was conducted using a Likert scale questionnaire and processed using SmartPLS 4.0 with a quantitative PLS method approach. The results show that Digital Marketing Strategy and Brand Image have a significant effect on purchasing decisions. However, Brand Awareness does not act as a moderating variable because it does not strengthen the relationship between the two on Purchase Decisions. These findings emphasize the importance of optimizing digital marketing strategies and strengthening brand image, as well as the need to increase brand awareness in order to support the effectiveness of marketing strategies. Furthermore, the study highlights that consumers tend to make purchasing decisions based on the perceived value and credibility presented through digital platforms, making consistent online engagement crucial. Improving brand awareness may require more targeted promotional activities, interactive content, and customer involvement to build a stronger emotional connection with the brand. Overall, these results provide valuable insights for managers aiming to enhance competitiveness and customer loyalty in the digital marketplace.

Downloads

Download data is not yet available.

References

Adi, B., Ayu, P., Aulia, C., Natcjwa, N., & Frischa, A. (2025). Formulasi strategi pengembangan bisnis berbasis analisis SWOT dan orientasi pasar: Studi pada produk Korean Pancake di Indonesia. Journal of Economics, Management, and Accounting, 1(1), 69–77.

Adil, A., Liana, Y., Mayasari, R., Lamonge, A. S., Ristiyana, R., Saputri, F. R., Jayatmi, I., Satria, E. B., Permana, A. A., Rohman, M. M., Arta, D. N. C., Bani, M. D., Bani, G. A., Haslinah, A., & Wijoyo, E. B. (2023). Metode penelitian kuantitatif dan kualitatif: Teori dan praktik. Get Press Indonesia; Alfabeta.

Ahmad, H. (2025). Cross-sector collaborative management model in enhancing the economic value of rural tourism: A case study of Bengkelung Park, Pekalongan Regency. Journal of Economics, Management, and Accounting, 1(2), 113–122.

Albion, F. R., & Ahmadi, M. A. (2025). Pengaruh brand image dan brand awareness merek motor Yamaha terhadap minat pembelian. Carong: Jurnal Pendidikan, Sosial dan Humaniora, 1(3), 107–118.

Ali, L. S. W. H., & Cuandra, F. (2023). Pengaruh digital marketing dan brand awareness terhadap purchase intention brand fashion Erigo Apparel dimediasi brand image. Jurnal Ekuilnomi, 5(2), 292–304.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2018). Principles of marketing (Edition). Pearson Education Limited.

Awaluddin, M. (2025). Digital marketing, brand awareness, and purchasing decisions in MSMEs: Examining the moderating role of promotion. Formosa Journal of Science and Technology, 4(8), 2561–2572. https://doi.org/10.55927/fjst.v4i8.207

Awwal, M. A. F. (2025). The influence of Islamic financial literacy on investment decisions of the millennial generation. Journal of Economics, Management, and Accounting, 1(1), 57–68.

Bangun, J. L. B. (2021). Pengaruh brand awareness dan iklan terhadap keputusan pembelian Indomie Ayam Geprek pada Komplek Mansyur Prima Residence. Universitas Medan Area.

Chaffey, D., Ellis-Chadwick, F., & Mayer, R. (2009). Internet marketing: Strategy, implementation and practice. Pearson Education.

Dewani, S. L., Azmi, R., Rangkuti, A. A., Nugrahani, R. U., Tiong, P., Edris, M., Raman, A. L., Saputro, A. H., & Wijaya, L. (2024). Manajemen pemasaran. Pradina Pustaka.

Dewi, R. S. (2025). Analisis pengaruh hubungan antara uang saku dan literasi keuangan dengan perilaku konsumsi siswa: Studi kasus pada SMAS Al-Kahfi Islamic Boarding School. Journal of New Trends in Sciences, 3(3), 168–183.

Fatah, M., Ngamal, Y., & Setiawati, E. (2024). Kemajuan TIK: Digitalisasi membuka jalan bagi pertumbuhan ekonomi digital Indonesia. Jurnal Manajemen & Bisnis, 16(2), 16.

Herdana, A. (2015). Analisis pengaruh kesadaran merek (brand awareness) pada produk asuransi jiwa Prudential Life Assurance (Studi pada Pru Passion Agency Jakarta). Jurnal Riset Bisnis dan Manajemen, 3.

Ikaningtyas, M., Arafa, S. G. A., Mayangsari, A. S., Mubayyinah, L. N., Akbar, A. H., & Ningsih, S. P. (2025). Pengaruh strategi pemasaran digital, kualitas produk dan harga terhadap keputusan pembelian konsumen pada produk aksesoris manik-manik. Journal of Administrative and Social Science, 6(1), 182–193.

Jailani, M. S. (2023). Teknik pengumpulan data dan instrumen penelitian ilmiah pendidikan pada pendekatan kualitatif dan kuantitatif. Ihsan: Jurnal Pendidikan Islam, 1(2), 1–9.

Khoridah, A. L., Mahardika, D. A., Widyaningrum, L. N., Arimbi, Y. N. A., Baskara, A. R., Susilo, A., & Kolefiyan, I. (2025). Peran komunikasi politik simbolik dalam membentuk perilaku ekonomi digital pemuda di era media sosial: Studi pada pemuda di Karanganyar. Journal of Economics, Management, and Accounting, 1(2), 18–26.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Seohee Academy.

Kuncoro, H. (2023). Statistika deskriptif untuk analisis ekonomi. Bumi Aksara.

Lubis, L. A. (2023). Kompetensi komunikasi dalam pemasaran coffee shop di era digital. Sustainable Tourism dan Pemberdayaan Masyarakat untuk Mengentaskan Kemiskinan, 80.

Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen Indomie pada PT Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49–64.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.

Miradji, M. A., Saputri, A. W., Sihotang, A. F., Fitriana, J. N., & Effendi, F. M. D. (2025). Economic and ecological feasibility and impact of milk-based beverage businesses: Sticky Milk as student entrepreneurship innovation. Journal of Economics, Management, and Accounting, 1(2), 123–133.

Moensaku, F. M. D. L., Kurniawati, M., Riwu, Y. F., & Fanggidae, R. E. (2025). Analisis efektivitas media channel digital dalam mendorong brand awareness PT Gojek Indonesia Area Bali. Jurnal Ilmiah Manajemen, Ekonomi & Akuntansi (MEA), 9(2), 2956–2980.

Mushoffa, A. S., & Fadli, U. M. D. (2023). Pengaruh digital marketing terhadap keputusan pembelian di Lawang Coffee. Jurnal Economina, 2(8), 1979–1987. https://doi.org/10.55681/economina.v2i8.700

Nur, M., Lisapaly, D. C. E., & Kalsum, U. (2025). Transformasi teknologi finansial dan implikasinya terhadap perkembangan perbankan syariah di Asia Tenggara. Journal of Economics, Management, and Accounting, 1(2), 9–17.

Nur, M., Tambunan, R., & Paluala, K. (2025). Analisis determinan pertumbuhan ekonomi regional menggunakan model panel data. Journal of Economics, Management, and Accounting, 1(1), 48–56.

Nurrochmah, A., Tan, A. W., & Rahayuningsih, S. (2025). Peran transparansi keuangan dalam memediasi pengaruh penyajian kas terhadap kualitas laporan keuangan usaha mikro di Kalianak Morokrembangan. Journal of Economics, Management, and Accounting, 1(2), 102–112.

Pradiani, T. (2017). Pengaruh sistem pemasaran digital marketing terhadap volume penjualan industri rumahan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2), 46–53.

Pramudita, A. S. (2020). Pengaruh insight sosial media Instagram terhadap penjualan PT Infia Niaga Digital. JURISMA: Jurnal Riset Bisnis & Manajemen, 10(1), 1–14. https://doi.org/10.34010/jurisma.v10i1.2264

Prasetiyo, A. Y. (2025). Interpretasi dan pelaporan hasil analisis PLS-SEM dalam penelitian manajemen. Journal of Accounting, Management, Economics, and Business (Analysis), 3(3), 146–158.

Pratama, R., Aisyah, S. A., Putra, A. M., Sirodj, R. A., & Afgan, M. W. (2023). Correlational research. JIIP – Jurnal Ilmiah Ilmu Pendidikan, 6(3), 1754–1759.

Rosmeli, R., Ekasari, N., Wiralestari, W., Saparuddin, S., Fathiyah, F., & Alvaro, R. (2024). Determinan perilaku belanja online di Kota Jambi. Ekonomis: Journal of Economics and Business, 8(1), 788–798.

Salsabila, M., Putri, M. L., Puspita, S., Safitri, D., & Prananingrum, E. N. (2024). Pengaruh digital marketing terhadap keputusan pembelian konsumen pada produk Point Coffee Indomaret melalui Instagram @pointcoffeeid. Common, 8(1), 29–42.

Sari, A. K., & Wahjoedi, T. (2022). The influence of brand image and brand awareness on purchasing decisions moderated by brand ambassadors. World Journal of Advanced Research and Reviews, 16(3), 947–957.

Sari, et al. (2022). Pengaruh brand image terhadap keputusan pembelian konsumen: Studi kasus variabel green marketing dan brand ambassador UMKM Ngudi Rejeki Kelorida. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(2), 308–327. https://doi.org/10.47467/alkharaj.v43i2.644

Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education Limited.

Shalihah, A. R., Monoarfa, T. A., & Kusumaningtyas, D. P. (2024). Pengaruh viral marketing, product quality, dan perceived price terhadap purchase intention melalui brand image sebagai variabel mediasi pada produk Bittersweet by Najla. Jurnal Bisnis, Manajemen, dan Keuangan, 5(2), 257–276.

Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.

Silva, C., & Krikheli, M. (2024). The influence of digital marketing on Gen Z consumer behavior and decision-making. (Master’s thesis in Business Administration), 1–82.

Siyamah, N. Y., Lusianti, D., & Karatri, R. H. (2023). Citra merek: Peran mediasi pada keputusan pembelian produk Wardah kosmetik. Surplus: Jurnal Ekonomi dan Bisnis, 1(2), 285–297.

Sugiarto, A. G., Sibuea, P., Rosuli, F. A., & Syahputra, M. A. (2024). Peran penting e-business dan e-commerce dalam meningkatkan daya saing pemasaran di bank syariah. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(5).

Swarjana, I. K. (2022). Populasi–sampel, teknik sampling & bias dalam penelitian. Penerbit Andi.

Taufan, S., Paramita, A. S., Mujiyono, M., & Islamati, S. (2022). Pengaruh gaya kepemimpinan dan motivasi terhadap kinerja karyawan dengan kepuasan kerja sebagai variabel intervening pada industri otomotif. Kalbiscientia Jurnal Sains dan Teknologi, 9(2), 67–74.

Wijaya, K., & Puterisari, D. U. (2025). Determinasi motivasi, pelatihan, dan gaya kepemimpinan terhadap kinerja karyawan di sektor manufaktur: Studi kasus PT Adi Satria Abadi Yogyakarta. Journal of Economics, Management, and Accounting, 1(2), 69–79.

Wilson, G., Johnson, O., & Brown, W. (2024). The influence of digital marketing on consumer purchasing decisions. https://doi.org/10.20944/preprints202408.0347.v1

Zuchroh, I. (2025). The corporate mystic: Integrating spiritual values in modern management for enhanced leadership effectiveness and organizational sustainability. Journal of Economics, Management, and Accounting, 1(2), 1–8.*