THE EFFECT OF DIGITAL MARKETING ON PURCHASING DECISIONS WITH BRAND IMAGE AS A MEDIATING VARIABLE IN SMALL AND MEDIUM-SIZED ENTERPRISES IN PURWOKERTO

This study aims to determine the effect of digital marketing on purchasing decisions with brand image as a mediating variable in MSMEs in Purwokerto. This study departs from the research gap in previous studies, which had differing results. This study is a quantitative study whose primary data was obtained through the distribution of questionnaires via Google Forms. A total of 144 samples were obtained and analyzed using the SEM-PLS method with the SmartPLS4 analysis tool. The results indicate that digital marketing has a positive influence on purchasing decisions, digital marketing has a positive influence on brand image, brand image has a positive influence on purchasing decisions, and brand image partially mediates the influence of digital marketing on purchasing decisions among SMEs in Purwokerto.