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
International Journal of Economics and Management... 📅 2025 Vol 3, No 1 🔗 DOI: 10.61132/ijems.v3i1.1077
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.
Keywords
Awareness; Brand; Decision; Digital; Marketing
How to Cite

Widia Eva Sari & Maimun Sholeh (2025). The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery. International Journal of Economics and Management Sciences, 3(1). https://doi.org/10.61132/ijems.v3i1.1077

Widia Eva Sari; Maimun Sholeh, "The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery," International Journal of Economics and Management Sciences, vol. 3, no. 1, 2025.

Widia Eva Sari; Maimun Sholeh. "The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery." International Journal of Economics and Management Sciences, vol. 3, no. 1, 2025.

Widia Eva Sari; Maimun Sholeh. "The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery." International Journal of Economics and Management Sciences 3, no. 1 (2025).

Widia Eva Sari & Maimun Sholeh (2025) 'The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery', International Journal of Economics and Management Sciences, 3(1). doi: 10.61132/ijems.v3i1.1077.

Widia Eva Sari; Maimun Sholeh. The Role of Brand Awareness in the Influence of Digital Marketing Strategy and Brand Image on Consumer Purchasing Decisions at Moringa Coffee and Eatery. International Journal of Economics and Management Sciences. 2025;3(1).

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