THE ROLE OF BRAND IMAGE AND BRAND AWARENESS IN MEDIATING THE RELATIONSHIP BETWEEN DIGITAL MARKETING AND CONSUMER DECISIONS OF SHOPEE USERS IN MALANG

Abstract

The objective of this study is to analyze the influence of digital marketing on Consumer Decisions through brand image and brand awareness among Shopee users in Malang. The population for this study consisted of Shopee users in Malang. A sample of 105 respondents was selected based on 15 indicators. The consideration of taking 105 samples was by multiplying seven times the number of indicators. Data were analyzed using component-based structural equation modeling (SEM) and partial least squares (PLS). The results obtained through PLS analysis demonstrate that digital marketing has a significant influence on the consumer decision. The study also discloses that brand image and brand awareness serve as mediating variables in the relationship between digital marketing and Consumer Decisions.