Research Article
The Role of Brand Image in Mediating the Influence of Digital Marketing on Purchase Decisions for Agricultural Production Facilities Products at CV. Damar Batur Nusantara
@INPROCEEDINGS{10.4108/eai.14-8-2024.2351867, author={Abadi Sanosra and Muh Mandalla Faradis and Nurul Qomariah}, title={The Role of Brand Image in Mediating the Influence of Digital Marketing on Purchase Decisions for Agricultural Production Facilities Products at CV. Damar Batur Nusantara}, proceedings={Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2024}, month={11}, keywords={brand image; digital marketing; buying decision; agricultural tools}, doi={10.4108/eai.14-8-2024.2351867} }- Abadi Sanosra
Muh Mandalla Faradis
Nurul Qomariah
Year: 2024
The Role of Brand Image in Mediating the Influence of Digital Marketing on Purchase Decisions for Agricultural Production Facilities Products at CV. Damar Batur Nusantara
ICBAE
EAI
DOI: 10.4108/eai.14-8-2024.2351867
Abstract
Consumers who decide to buy products or services will have an impact on sales performance. Efforts to increase sales will continue to be made by trying to improve consumer purchasing decisions. The purpose of this research is to determine the impact of digital marketing on brand image, the impact of digital marketing on purchasing decisions and the impact of brand image on purchasing decisions for agricultural equipment customers in Indonesia. The analysis method uses descriptive analysis as well as validity and reliability tests and hypothesis testing. With a population of all customers who purchased agricultural equipment, a sample of 98 respondents was determined. The results of statistical calculations show that digital marketing has a significant positive effect on purchasing decisions. Digital marketing has a significant positive effect on brand image. Brand Image has a significant positive effect on purchasing decisions.
