Journal of Digital Business and Marketing

The Effect of Digital Marketing and Sales Promotions on Consumer Purchasing Decisions Mediated by Brand Awareness

Venny Handryani, Hery Winoto Tj — Wed, 14 Jan 2026 00:00:00 +0700

Purpose: To analyze the influence of digital marketing through social media on promoting fast instant spices and how sales promotion strategies affect consumer purchase decisions, mediated by brand image, specifically for Sasa House Japanese Curry products.

Methodology: This study employed a quantitative approach with purposive sampling. Questionnaires were distributed to 100 respondents who visited supermarkets in DKI Jakarta. Data analysis used Structural Equation Modeling (SEM) with SmartPLS.

Results: Digital Marketing (X1) significantly influences brand awareness (Z), with a t-value of 5.696 and a p-value of 0.000, confirming the hypothesis. Sales Promotion (X2) significantly impacts Purchase Decisions (Y), though the influence is weaker, with a t-value of 1.994 and a p-value of 0.046. Both Digital Marketing and Sales Promotion affect Consumer Purchase Decisions through Brand Awareness for Sasa House Japanese Curry.

Conclusions: Digital marketing strategies, particularly through social media, and sales promotions play important roles in shaping consumer purchase decisions for Sasa House Japanese Curry. Brand awareness mediates these processes, suggesting that strengthening the brand image could boost sales.

Limitations: The study is limited by the sample size of 100 respondents from DKI Jakarta, which may not represent the broader population. The influence of sales promotions was modest, indicating the need for further research on additional factors affecting purchase decisions.

Contribution: This research enhances understanding of how digital marketing and sales promotions influence consumer behavior, highlighting brand awareness as a mediator and offering valuable insights for marketers.

The Effect of Product Quality and Brand Awareness on Consumers’ Purchase Intention: The Mediating Role of Social Media Marketing

Galon Pernando Sigalingging, Hery Winoto Tj — Thu, 22 Jan 2026 00:00:00 +0700

Purpose: This study examines the effects of product quality and brand awareness on skincare purchase intention, with social media marketing as a proposed mediating mechanism, among Generation Z consumers in Jakarta.

Methodology: Data were collected from 100 Generation Z consumers in Jakarta with prior skincare usage experience, using a cross-sectional survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 was used to analyze the data, assessing direct and indirect relationships among the constructs. The measurement model showed satisfactory reliability and validity.

Results: Product quality and brand awareness significantly influence social media marketing, which, in turn, affects purchase intention. However, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention. All three constructs—product quality, brand awareness, and social media marketing—exert significant positive effects on purchase intention.

Conclusions: Product quality and brand awareness remain the dominant drivers of purchase intention for Generation Z consumers, operating independently of social media marketing.

Limitations: The study's focus on Generation Z consumers in Jakarta limits the generalizability of findings to other regions or age groups. Additionally, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention, suggesting the need for further research on other mediators.

Contribution: This study adds to the literature on consumer behavior and digital marketing by highlighting the limited role of social media marketing as a mediator in the skincare purchase context in emerging markets.