Investigating The Role  of Marketing Content and Brand Image on Purchasing Decisions Mediated by Purchase Interest in Shop Online Users

Rafie Prayuda

doi:10.11111/ujost.v3i2.148

Authors

Rafie Zaidan Prayuda Aguspati Research Instituta, Indonesia

DOI:

https://doi.org/10.11111/ujost.v3i2.148

Keywords:

marketing content, brand image, purchasing interest, purchasing decisions

Abstract

This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. The digital era is currently developing rapidly. The increase in digital transactions has also made consumers shift to online purchases, in this case e-commerce. The existence of interesting marketing content makes consumers interested in buying and also well-known brands make consumers not hesitate to buy. This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. Data sourced from 345 respondents was collected using a Google Form questionnaire. Data analysis using the SEM smartPLS 3.0 application. The results of this research are that marketing content has an influence on interest and purchasing interest has an influence on purchasing decisions, while brand image does not influence purchasing decisions. Purchase interest does not mediate the influence of marketing content on purchasing decisions.

References

Asbari, M. (2024). The Effect of Transformational Leadership, Organizational Structure and Learning Culture on School Innovation Capacity. PROFESOR: Professional Education Studies and Operations Research, 1(02), 22-32.

Asbari, M. (2024). The Influence of Hard skills, Organizational learning and Soft skills on Teacher innovation capability during digital era. PROFESOR: Professional Education Studies and Operations Research, 1(02), 33-45.

Asbari, M. (2024). Investigating the Role of Hard Skill and Soft Skill on Teacher Innovations: PLS-SEM Analysis. PROFESOR: Professional Education Studies and Operations Research, 1(01), 25-38.

Asbari, M. (2024). Inestigating The Role of Organizational Culture and Knowledge Sharing on Teacher Innovation Capability. PROFESOR: Professional Education Studies and Operations Research, 1(02), 11-21.

Asbari, M. (2024). Linking Transformational and Transactional Leadership on Teacher Satisfaction during Digital Era. PROFESOR: Professional Education Studies and Operations Research, 1(01), 16-24.

Asbari, M., Purwanto, A., & Novitasari, D. (2022). Kepuasan Kerja Guru: Di antara Kepemimpinan Transformasional dan Transaksional. Jurnal Pendidikan Transformatif, 1(1), 7-12.

Asbari, M., Pramono, R., Kotamena, F., Liem, J., Alamsyah, V. U., Imelda, D., ... & Purwanto, A. (2020). Studi fenomenologi work-family conflict dalam kehidupan guru honorer wanita. Edumaspul: Jurnal Pendidikan, 4(1), 180-201.

Amri, W. A. A., Asbari, M., Gazali, G., Novitasari, D., & PURWANTO, A. (2021). The effect of religiosity and service quality on job satisfaction: A case study of MSME employees. International Journal of Social and Management Studies, 2(1), 53-63.

Bernarto, I., & Purwanto, A. (2022). The effect of perceived risk, brand image and perceived price fairness on customer satisfaction. Brand Image and Perceived Price Fairness on Customer Satisfaction (March 1, 2022).

Cahyono, Y., Purwanto, A., Azizah, F. N., & Wijoyo, H. (2020). Impact of service quality, university image and students satisfaction towards student loyalty: Evidence from Indonesian private universities. Journal of Critical Reviews, 7(19).

Basuki, S., Asbari, M., Purwanto, A., Agistiawati, E., Fayzhall, M., Radita, F. R., ... & Hutagalung, D. (2020). Pengaruh Organizational Culture terhadap Teacher Innovation Capability dalam Perspektif Knowledge Sharing: Studi Kasus

Jabodetabek. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 171-192.

Chidir, G., Asbari, M., Purwanto, A., & Asbari, D. A. F. (2022). Pengaruh Learning dan Coaching Individu terhadap Kinerja Guru: Sebuah Telaah Singkat. Jurnal Pendidikan Transformatif, 1(1), 21-25.

Desky, H., Mukhtasar, M., Istan, M., Ariesa, Y., Dewii, I. B. M., Fahlevi, M., ... & Purwanto, A. (2020). Did trilogy leadership style, organizational citizenship behaviour (OCB) and organizational commitment (OCO) influence financial performance? Evidence from pharmacy industries. Systematic Reviews in Pharmacy, 11(10), 297-305.

Gunawan, G. G., Wening, N., Supono, J., Rahayu, P., & Purwanto, A. (2021). Successful Managers and Successful Entrepreneurs as Head of Successful Families in Building a Harmonious Family. PSYCHOLOGY AND EDUCATION, 57(9), 4904-4913.

Jannah, M., Fahlevi, M., Paulina, J., Nugroho, B. S., Purwanto, A., Subarkah, M. A., & Cahyono, Y. (2020). Effect of ISO 9001, ISO 45001 and ISO 14000 toward financial performance of Indonesian manufacturing. Systematic Reviews in Pharmacy, 11(10), 894-902.

Lusiani, M., Abidin, Z., Fitrianingsih, D., Yusnita, E., Adiwinata, D., Rachmaniah, D., ... & Purwanto, A. (2020). Effect of servant, digital and green leadership toward business performance: evidence from Indonesian manufacturing. Systematic Reviews in Pharmacy, 11.

Mulyana, Y., Chaeroni, N., Erlangga, H., Solahudin, M., Nurjaya, N., Sunarsi, D., ... & Purwanto, A. (2021). The influence of motivation, ability, organizational culture, work environment on teachers performance. Turkish Journal of Computer and Mathematics Education, 12(4), 99-108.

Purwanto, A., Asbari, M., Santoso, P. B., Wijayanti, L. M., Hyun, C. C., & Saifuddin, M. P. (2020). Pengaruh Gaya Kepemimpinan Partisipatif dan Otokratis Terhadap Kinerja Sistem Jaminan Halal HAS 23000 Pada Industri Makanan Kemasan. Edumaspul: Jurnal Pendidikan, 4(1), 156-179.

Purwanto, A., Purba, J., Bernarto, I., & Sijabat, R. (2023). Investigating the role digital transformation and human resource management on the performance of the universities. International Journal of Data and Network Science, 7(4), 2013-2028.

Purwanto, A. (2022). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34-41.

Purwanto, A. (2022). The Role of Transformational Leadership and Organizational Citizenship Behavior on SMEs Employee Performance. Journal of Industrial Engineering & Management Research, 3(5), 39-45.

Purwanto, A., Asbari, M., & Hadi, A. H. (2020). Gaya Kepemimpinan Perguruan Tinggi Kesehatan: Authentic, Tansformational, Authoritarian atau Transactional. Surya Medika: Jurnal Ilmiah Ilmu Keperawatan dan Ilmu Kesehatan Masyarakat, 15(1), 8-18.

Praditya, R. A., & Purwanto, A. (2024). Linking The Influence of Dynamic Capabilities and Innovation Capabilities on Competitive Advantage: PLS-SEM Analysis. PROFESOR: Professional Education Studies and Operations Research, 1(02), 6-10.

Praditya, R. A., & Purwanto, A. (2024). The Role of Viral Marketing, Brand Image and Brand Awareness on Purchasing Decisions. PROFESOR: Professional Education Studies and Operations Research, 1(01), 11-15.

Purwanto, A., & Prayuda, R. Z. (2024). The Role of Brand Image, Brand Experience, Influencer Marketing and Purchase Interest on Cunsumer Purchasing Decisions of Handphone. PROFESOR: Professional Education Studies and Operations Research, 1(01), 1-5.

Prayuda, R. Z., & Purwanto, A. (2024). The Role of Locus of Control, Financial Knowledge and Income on Financial Management Behavior: PLS-SEM Analysis. PROFESOR: Professional Education Studies and Operations Research, 1(02), 1-5.

Purwanto, A., & Praditya, R. A. (2024). The Role of Celebrity Endorsements, Electronic Word of Mouth, and Product Placement on Purchasing Decisions. PROFESOR: Professional Education Studies and Operations Research, 1(01), 6-10.

Purwanto, A. (2022). The Role of Digital Leadership, e-loyalty, e-service Quality and e-satisfaction of Indonesian E-commerce Online Shop. International Journal of Social and Management Studies, 3(5), 51-57.

Fayzhall, M., Purwanto, A., Asbari, M., Goestjahjanti, F. S., Winanti, W., Yuwono, T., ... & Suryani, P. (2020). Transformational versus Transactional Leadership: Manakah yang Mempengaruhi Kepuasan Kerja Guru?. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 256-275.

Subargus, A., Wening, N., Supono, J., & Purwanto, A. (2021). Coping mechanism of employee with anxiety levels in theCOVID-19 pandemicin Yogyakarta. Turkish Journal of Physiotherapy and Rehabilitation, 5269-5274.

Sudargini, Y., & Purwanto, A. (2020). The effect of teachers pedagogic competency on the learning outcomes of students. Journal of Industrial Engineering & Management Research, 1(4), 1-8.

Sudargini, Y., & Purwanto, A. (2020). Pendidikan pendekatan multikultural untuk membentuk karakter dan identitas nasional di era revolusi industri 4.0: a literature review. Journal of Industrial Engineering & Management Research, 1(3), 299-305.

Utomo, H. J. N., Irwantoro, I., Wasesa, S., Purwati, T., Sembiring, R., & Purwanto, A. (2023). Investigating The Role of Innovative Work Behavior, Organizational Trust, Perceived Organizational Support: An Empirical Study on SMEs Performance. Journal of Law and Sustainable Development, 11(2), e417-e417.

Amri, W. A. A., Asbari, M., Gazali, G., Novitasari, D., & PURWANTO, A. (2021). The effect of religiosity and service quality on job satisfaction: A case study of MSME employees. International Journal of Social and Management Studies, 2(1), 53-63.

Asbari, M., Purwanto, A., & Novitasari, D. (2022). Kepuasan Kerja Guru: Di antara Kepemimpinan Transformasional dan Transaksional. Jurnal Pendidikan Transformatif, 1(1), 7-12.

Asbari, M., Pramono, R., Kotamena, F., Liem, J., Sihite, O. B., Alamsyah, V. U., ... & Purwanto, A. (2020). Studi fenomenologi work-family conflict dalam kehidupan guru honorer wanita. Edumaspul: Jurnal Pendidikan, 4(1), 180-201.

Asbari, M., Hyun, C. C., Wijayanti, L. M., WINANTI, W., Fayzhall, M., & Putra, F. (2020). Hard Skills Dan Soft Skills: Apa Membangun Inovasi Guru Sekolah Islam?. Evaluasi: Jurnal Manajemen Pendidikan Islam, 4(1), 143-172.

Asbari, M., Hyun, C. C., Wijayanti, L. M., Imelda, D., Yanthy, E., & Purwanto, A. (2020). HARD SKILLS ATAU SOFT SKILLS: MANAKAH YANG LEBIH PENTING BAGI INOVASI GURU. Jurnal Edumaspul, 4, 01.

Asbari, M., Nurhayati, W., Purwanto, A., & Putra, F. (2020). Pengaruh Genetic Personality dan Authoritative Parenting Style terhadap Pendidikan Karakter di Aya Sophia Islamic School. Edumaspul: Jurnal Pendidikan, 4(1), 142-155.

Cahyono, Y., Purwanto, A., Azizah, F. N., & Wijoyo, H. (2020). Impact of service quality, university image and students satisfaction towards student loyalty: Evidence from Indonesian private universities. Journal of Critical Reviews, 7(19).

Bernarto, I., Purwanto, A., & Masman, R. R. (2022). The Effect Of Perceived Risk, Brand Image And Perceived Price Fairness On Customer Satisfaction. Jurnal Manajemen, 26(1), 35-50.

Desky, H., Mukhtasar, M., Istan, M., Ariesa, Y., Dewii, I. B. M., Fahlevi, M., ... & Purwanto, A. (2020). Did trilogy leadership style, organizational citizenship behaviour (OCB) and organizational commitment (OCO) influence financial performance? Evidence from pharmacy industries. Systematic Reviews in Pharmacy, 11(10), 297-305.

Fayzhall, M., Asbari, M., Purwanto, A., Goestjahjanti, F. S., Yuwono, T., Radita, F. R., ... & Suryani, P. (2020). Transformational versus Transactional Leadership: Manakah yang Mempengaruhi Kepuasan Kerja Guru. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 256-275.

Jannah, M., Fahlevi, M., Paulina, J., Nugroho, B. S., Purwanto, A., Subarkah, M. A., & Cahyono, Y. (2020). Effect of ISO 9001, ISO 45001 and ISO 14000 toward financial performance of Indonesian manufacturing. Systematic Reviews in Pharmacy, 11(10), 894-902.

Kasingku, J., & Sanger, A. H. F. (2023). Pengaruh pendidikan karakter terhadap moralitas remaja di era digital. Pendas: Jurnal Ilmiah Pendidikan Dasar, 8(2), 6096-6110.

Lusiani, M., Abidin, Z., Fitrianingsih, D., Yusnita, E., Adiwinata, D., Rachmaniah, D., ... & Purwanto, A. (2020). Effect of servant, digital and green leadership toward business performance: evidence from Indonesian manufacturing. Systematic Reviews in Pharmacy, 11.

Mulyana, Y., Chaeroni, N., Erlangga, H., Solahudin, M., Nurjaya, N., Sunarsi, D., ... & Purwanto, A. (2021). The influence of motivation, ability, organizational culture, work environment on teachers performance. Turkish Journal of Computer and Mathematics Education, 12(4), 99-108.

Purwanto, A., & Asbari, M. (2019). Influence of Implementation Chain of Custody Forest Management System FSC-STD-40-004 V3-0 to Business Performance of Paper Industries in Banten Indonesia. International Journal of Management and Humanities, 4(4), 32-36.

Purwanto, A. (2022). The Role of Digital Leadership, e-loyalty, e-service Quality and e-satisfaction of Indonesian E-commerce Online Shop. International Journal of Social and Management Studies, 3(5), 51-57.

Purwanto, A. (2022). How the role of digital marketing and brand image on food product purchase decisions? an empirical study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34-41.

Purwanto, A., Purba, J. T., Bernarto, I., & Sijabat, R. (2023). Investigating the role digital transformation and human resource management on the performance of the universities. International Journal of Data & Network Science, 7(4).

Prameswari, M., Asbari, M., Purwanto, A., Ong, F., Kusumaningsih, S. W., Mustikasiwi, A., ... & Sopa, A. (2020). The impacts of leadership and organizational culture on performance in indonesian public health: The mediating effects of innovative work behavior. International Journal of Control and Automation, 13(2), 216-227.

Quddus, A., Nugroho, B. S., Hakim, L., Ritaudin, M. S., Nurhasanah, E., Suarsa, A., ... & Sudargini, Y. (2020). Effect of ecological, servant dan digital leadership style influence university performance? evidence from indonesian universities. Systematic Reviews in Pharmacy, 11(10), 408-417.

Sudargini, Y., & Purwanto, A. (2020). Pendidikan pendekatan multikultural untuk membentuk karakter dan identitas nasional di era revolusi industri 4.0: a literature review. Journal of Industrial Engineering & Management Research, 1(3), 299-305.