Faktor Strategis Dalam Keputusan Pembelian Konsumen: Brand Image, Digital Marketing, Dan Inovasi Produk

This study aims to analyze: (1) the influence of Brand Image on Purchasing Decisions,(2) the influence of Digital Marketing on Purchasing Decisions, and (3) the influence of Product Innovation on Purchasing Decisions. Three exogenous variables and one endogenous variable were employed in this research. This study used a quantitative approach with a purposive sampling method. The number of respondents was determined using Hair et al.'s formula (n = Σ observed variables × 10). A total of 180 respondents participated in this study. Data were collected through questionnaires and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS 4 software. The results of this study indicate that: (1) Brand Image has a positive and significant effect on Purchasing Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 5.419 > 1.96; therefore, Hypothesis 1 (H1) is accepted. (2) Digital Marketing also has a positive and significant effect on Purchasing Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 7.071 > 1.96; therefore, Hypothesis 2 (H2) is accepted. (3) Product Innovation has a positive and significant effect on Purchasing Decisions, with a p-value of 0.001 < 0.05 and a t-statistic of 3.407 > 1.96; therefore, Hypothesis 3 (H3) is accepted.