PENGARUH DIGITAL MARKETING TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PENJUALAN PERHIASAN SARI DEWI GOLD & SILVER
DOI:
https://doi.org/10.35794/jmbi.v12i3.65227Abstrak
Perkembangan teknologi digital telah mengubah paradigma pemasaran tradisional menjadi strategi berbasis digital yang lebih interaktif dan terukur. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap purchase intention dengan brand image sebagai variabel mediasi pada penjualan perhiasan Sari Dewi Gold & Silver di Gianyar, Bali. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 141 responden yang pernah atau berpotensi membeli produk perhiasan tersebut. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap brand image dan purchase intention, sementara brand image juga berpengaruh positif signifikan terhadap purchase intention serta memediasi hubungan antara digital marketing dan purchase intention. Temuan ini menegaskan bahwa efektivitas strategi digital marketing tidak hanya meningkatkan niat beli secara langsung, tetapi juga memperkuat citra merek yang menjadi faktor penting dalam membangun kepercayaan konsumen, sekaligus memberikan implikasi teoretis dan praktis bagi pelaku usaha perhiasan dalam mengoptimalkan strategi pemasaran digital untuk meningkatkan daya saing.
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