The Influence of Digital Marketing and Brand Image on Consumer Purchasing Decisions on the Shopee Platform (A Case Study of the Clothingbybrenda Store)
DOI:
https://doi.org/10.61166/managing.v3i2.99Keywords:
Digital Marketing, Brand Image, Cunsumer PurchasingAbstract
The growth of digital trade via e-commerce platforms compels business owners to enhance their digital marketing strategies and build a positive brand image to influence consumer purchasing decisions. This study aims to determine the impact of digital marketing and brand image on consumer purchasing decisions at the Clothingbybrenda store on Shopee, analyzing both individual and simultaneous effects. A quantitative approach was employed, with data collected through questionnaires distributed to Clothingbybrenda consumers. Data analysis involved multiple linear regression, partial tests, simultaneous tests, and the coefficient of determination. The results indicate that digital marketing has a positive and significant effect on purchasing decisions, with a significance value of 0.000 (< 0.05) and a calculated t-value of 38.619. Brand image also exerts a positive and significant influence on purchasing decisions, with a significance value of 0.000 (< 0.05) and a calculated t-value of 41.361. Simultaneously, digital marketing and brand image significantly affect purchasing decisions, with a significance value of 0.000 (< 0.05) and a calculated F-value of 1,026.416. An R-square value of 0.955 indicates that these two variables explain 95.5% of the variation in purchasing decisions. These findings suggest that strengthening digital marketing, supported by a positive brand image, can enhance consumer purchasing decisions for Clothingbybrenda.
References
A, A. A. (2024). Pengaruh Digital Marketing Dan Viral Marketing Terhadap Keputusan Pembelian ( Studi Pada Chocolicious Indonesia Kota Parepare ) Institut Agama Islam Negeri ( Iain ) Parepare.
Al, F., Syifa, Y., Ahmadi, M. A., Manajemen, P. S., Surakarta, U. M., & Sukoharjo, K. (2025). Pengaruh Brand Image terhadap Purchase Intention Produk Le Minerale : dengan Peran Mediasi Social Influence.
Alamsyah, N. A., Fikri, M. A., Dahlan, U. A., & Korespondensi, E. (2024). Pengaruh Digital Marketing Terhadap Keputusan Pembelian : Peran Mediasi Perilaku Konsumen. 7(2), 128–144. https://doi.org/10.30587/jre.v7i2.8250
Angeline, C. (2023). The Role Of Brand Image Mediates The Influence OF. 1–29.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson Education.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain,
V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(July 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Effect, T. H. E., Product, O. F., Image, B., Purchase, O. N., At, D., & Art, C. (2026). The Effect Of Product Quality , Digital Marketing , And Brand Image. 7, 445–452.
Febriyantoro, M. T., & Arisandi, D. (2021). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD : Jurnal Riset Manajemen & Bisnis Dewantara, 1(2 SE-Section), 61–76. https://doi.org/10.26533/jmd.v1i2.175 Gadafi, M. (2024). No Title. 2(1), 39–51.
Global, S. (2025). The Influence of Digital Marketing on Consumer Behavior.
Haseeb, A., Adnan, M., & Saeed, Z. (2024). Heliyon The impact of brand image on customer satisfaction and brand loyalty : A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Info, A. (2026). Systematic Literature Review : Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian Konsumen. 8(1), 18–43.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Loindong, A. S. G., Tewal, B., Sendow, G. M., Manajemen, J., Ekonomi, F., Loindong, A. S. G., Tewal, B., & Sendow, G. M. (2023). Pengaruh Locus Of Control Dan Motivasi Kerja Terhadap Kepuasan Kerja Pegawai Di Era Andemi Covid-19 ( Studi
Kasus Di Kantor Satpol-Pp Kota Tomohon ) Jurnal EMBA Vol . 11 No . 4 Oktober 2023 , Hal . 110-121. 11(4), 110–121.
Luthfiah, N., Rahma, Y., & Sudarwanto, T. (2024). Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Produk Kosmetik Glad2glow. 12(2).
Michelle, C., & Pembelian, K. (2025). Pengaruh Brand Image Terhadap Keputusan Pembelian Melalui Brand Trust Pada Produk Mcdonald ’ S Indonesia Dikalangan Generasi Z. 4(1), 834–867.
Mohan, S., & G, C. (2025). Factors Influencing Consumer Buying Decisions. IARJSET, 12. https://doi.org/10.17148/IARJSET.2025.121006
Nagalakshmi, M. V. N., Charan, Y. V. N. S. S., Farooq, B., Gaur, S., Saxena, R., & Soni, D. C. (2025). Advances in Consumer Research The Role of Brand Image in Strategy. (5), 623–626.
Nardo, Rio, Yuliana, Liza, D. (2024). Branding Strategy Di Era Digital (Vol. 2).
Ni, W. (2024). Brand Image Building : The Key to Graphic Design. 1(3), 114–118.
Nugraha, J., Pupu Sopini, M., Ferdiansa, M., Amiruddin Kalbuadi, R., Muthia Rahma Dianti, M., Hons, B., Elisa Daniati Edison, M., Lisara, A., Angga Kusumah, M., Heny Fitriani, M., Didip Diandra, M., Marwansyah, M., Hermansyah, Ms., Abdul Ahmad Hafidh Nurmansyah, Ms., Yayah Atmajawati, M., Novira Dian Antasari, Ms., Editor, Ma., & Eka Putri, D. (2025). Manajemen Marketing Digital.
Putra, R. D., Murtadho, M. A., Isnaini, M., Afgani, M. W., Islam, U., Raden, N., & Palembang, F. (2025). Design Penelitian Kuantitatif : Pengertian dan Macammacam Jenisnya Quantitative Research Design : Definition and Types. 5(3), 191– 199.
Putri, P., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1 SE-Articles). https://doi.org/https://doi.org/10.36778/jesya.v5i1.510
Reynaldi, R., & Nuvriasari, A. (2024). The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation. Research Horizon, 4(3 SE-Articles), 179–188. https://doi.org/10.54518/rh.4.3.2024.270
Sari, K. A. (2023). Integrasi Hukum Perlindungan Konsumen dan Persaingan Usaha Atas Data Pribadi Konsumen pada Platform Digital. UNES Law Review, 6(1), 1936– 1947.
Sharafuddin, M. A., & Janarthanam, S. (2025). A bibliometric and conceptual analysis of digital marketing: Capabilities, strategies, innovation, and firm performance. Multidisciplinary Reviews, 8, 2025252. https://doi.org/10.31893/multirev.2025252 Studi, P., Publik, A., & Administrasi, F. I. (2023). Jurnal administrasi bisnis. 3(1), 54–61.
Subairi, S., Liana, W., & Haryansyah, S. (2026). Pengaruh Digital Marketing dan Brand
Image terhadap Keputusan Pembelian. Journal of Economic and Business, 3, 110– 122. https://doi.org/10.52298/joebis.v3i1.187 Syaleh, H., & Nasution, R. N. (n.d.). No Title.
Utama, A. P., & Ambarwati, A. N. (2022). The Effect Of Brand Awareness , Brand Image And Trust On Consumer Buying. 3(13), 2310–2330.
Wardhana, A. (n.d.). BRAND MANAGEMENT IN THE DIGITAL ERA – EDISI INDONESIA.
Wardhana, A. (2025). Consumer Behavior in the Digital Age. In Iaa Journal of Art and Humanities (Vol. 12, Number 1). https://doi.org/10.59298/iaajah/2025/1217783
Widjaja, G. (2025). PERAN E-COMMERCE DALAM MENINGKATKAN PEREKONOMIAN LOKAL. 3(1), 17–25.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Maria Saeren Faustin, Popon Rabia Adawia, Syukron Sazly
This work is licensed under a Creative Commons Attribution 4.0 International License.
