Dampak Digital Marketing dan Electronic Word of Mouth terhadap Purchase Decision melalui Brand Awareness  pada InterX  Official Shop

Aldi Ardiansyah; Rahadyan Tajuddien

doi:10.55606/makreju.v4i3.4459

Authors

Aldi Ardiansyah Universitas Pamulang
Rahadyan Tajuddien Universitas Pamulang

DOI:

https://doi.org/10.55606/makreju.v4i3.4459

Keywords:

Brand Awareness, Customer Engagement, Digital Marketing, Electronic Word of Mouth, Purchase Decision

Abstract

The rapid expansion of marketplace-based commerce requires sellers to integrate digital communication, customer reviews, and brand-building activities to encourage purchasing decisions. This study examines the effects of digital marketing and electronic word of mouth (E-WOM) on purchase decision through Brand Awareness among customers of InterX Official Shop on the Shopee marketplace. A quantitative descriptive-associative design was applied. Data were obtained from 100 respondents selected through accidental sampling and analyzed with partial least squares structural equation modeling using SmartPLS 4. The measurement model met the requirements for convergent validity and reliability. The structural model explained 64.7% of the variance in Brand Awareness and 72.2% of the variance in purchase decision, while the SRMR value of 0.069 indicated an acceptable model fit. Digital marketing positively affected Brand Awareness (β = 0.291; p = 0.001) and purchase decision (β = 0.390; p < 0.001). E-WOM positively affected Brand Awareness (β = 0.612; p < 0.001) and purchase decision (β = 0.562; p < 0.001). Brand Awareness also positively affected purchase decision (β = 0.264; p = 0.010). However, Brand Awareness did not mediate the effect of digital marketing on purchase decision (β = 0.077; p = 0.054), whereas it significantly mediated the effect of E-WOM (β = 0.162; p = 0.013). These findings imply that InterX Official Shop should prioritize credible customer reviews, consistent digital content, and recognizable brand cues because E-WOM was the most dominant driver of both Brand Awareness and purchasing decisions.

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