PENGARUH DIGITAL MARKETING DAN BRAND IMAGE MELALUI PURCHASE INTENTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION NIBRAS HOUSE JOGOROTO
Abstract
This study investigates the influence of digital marketing and brand image on purchase decisions for Muslim fashion products, with purchase intention serving as a mediating variable. The research aims to determine how digital marketing strategies and brand perception shape consumer decisions in an increasingly competitive Muslim fashion market. Using a quantitative approach and survey data collected from 187 customers of Nibras House Jogoroto, the study applies structural equation modeling with partial least squares to evaluate relationships among variables. The analysis reveals that both digital marketing and brand image significantly influence purchase intention, which in turn strongly predicts actual purchase decisions. However, neither digital marketing nor brand image has a direct effect on purchase decisions, indicating full mediation through purchase intention. These findings highlight the critical role of online engagement, content quality, brand trust, and religious value alignment in shaping consumer intentions toward Muslim fashion products. The study contributes to marketing and consumer behavior literature by demonstrating the dominance of intention-driven pathways in modest fashion purchasing behavior. The results offer strategic implications for industry practitioners
Downloads
Copyright (c) 2025 Muhammad Halim Fawazi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal allows anyone to compose, correct, and do derivative works, even for commercial purposes, as long as they credit for the original work. This license is the freest. It is recommended for maximum distribution and use of licensed material.
The submitted paper is assumed not to contain any proprietary materials that are not protected by patent rights or patent applications; The responsibility for technical content and protection of proprietary materials rests with the authors and their organizations and not the responsibility of journal or its editorial staff. The primary (first/appropriate) author is responsible for ensuring that the article has been viewed and approved by all other authors. The author's responsibility is to obtain all necessary copyright waivers to use any copyrighted material in the manuscript before submission.
Jurnal Pendidikan, Sains dan Teknologi allows the author(s) to hold the copyright without restrictions and allow the author(s) to retain publishing rights without restrictions. Jurnal Pendidikan, Sains dan Teknologi CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work. Jurnal Pendidikan, Sains dan Teknologi allows the author(s) to hold the copyright without restrictions and allow the author(s) to retain publishing rights without restrictions. Jurnal Pendidikan, Sains dan Teknologi CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.
In developing strategy and setting priorities Jurnal Pendidikan, Sains dan Teknologi recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.
Jurnal Pendidikan, Sains dan Teknologi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
- Share a copy and redistribute the material in any medium or format
- Adapt a remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
