The Influence of Digital Marketing and Online Customer Reviews Through Brand Image on Purchasing Decisions

Adel Nurul Fauziah (), Dian Parawansa, Haeriah Hakim and Andi Syahida Ulhaq Pasryb
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Adel Nurul Fauziah: Hasanuddin University, Faculty of Economics and Business
Dian Parawansa: Hasanuddin University, Faculty of Economics and Business
Haeriah Hakim: Hasanuddin University, Faculty of Economics and Business
Andi Syahida Ulhaq Pasryb: Hasanuddin University, Faculty of Economics and Business

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 517-532 from Springer

Abstract: Abstract Tokopedia is the e-commerce platform that will be covered in this study. This study aims to determine the ways in which digital marketing and brand image impact consumer decisions while making purchases (case study on tokopedia users). Questionnaires or sheets of questions are distributed to respondents in order to obtain the primary data needed in the data collection approach. The SMART Partial Least Squares version 4 software is used in the data processing procedure. Path analysis is the data analysis technique employed. The findings indicate that: (1) internet reviews by customers do not significantly influence decisions to buy; (2) digital marketing greatly influences purchasing decisions; (3) digital marketing significantly influences brand image; (4) online customer reviews significantly influence brand image; and (5) brand image significantly influences purchasing decisions. Digital marketing (see point 6) and online customer reviews (see point 7) have a big influence on brand image-based purchasing decisions.

Keywords: Digital Marketing; Online Customer Reviews; Brand Image (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_44

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