Pengaruh Strategi Digital Marketing, Electronic Word of Mouth, dan Kualitas Konten Digital terhadap Keputusan Pembelian melalui Brand Awareness pada Sektor Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Pagar Alam

Jenni Shandiyah; Elvera Elvera; Ahmad Feriyansyah

doi:10.30640/jmcbus.v4i4.7625

Authors

Jenni Shandiyah Universitas Lembah Dempo
Elvera Elvera Universitas Lembah Dempo
Ahmad Feriyansyah Universitas Lembah Dempo

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7625

Keywords:

Brand Awareness, Digital Content Quality, Digital Marketing Strategy, E-WOM, Purchase Decision

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, yet many local businesses have not been able to optimize digital channels to drive consumer purchase decisions. This study aims to analyze the effect of digital marketing strategy, electronic word of mouth (E-WOM), and digital content quality on purchase decisions, with Brand Awareness as a mediating variable, among MSMEs in Pagar Alam City. This research uses a quantitative causal-associative approach. The population consists of 1,010 registered MSMEs, and a sample of 287 respondents was determined using the Slovin formula with proportional stratified random sampling. Data were collected through structured questionnaires using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that digital marketing strategy, E-WOM, and digital content quality significantly influence Brand Awareness, and Brand Awareness significantly influences purchase decisions. Digital content quality does not directly affect purchase decisions but is fully mediated by Brand Awareness, while Brand Awareness partially mediates the effect of digital marketing strategy and E-WOM. The findings imply that MSMEs should build Brand Awareness as a long-term strategic asset to strengthen consumer purchase decisions in the digital era.

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