Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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The Influence of Digital Marketing and Online Customer Reviews Through Brand Image on Purchasing Decisions

Authors
Adel Nurul Fauziah1, *, Dian Parawansa1, Haeriah Hakim1, Andi Syahida Ulhaq Pasryb1
1Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: fauziahan23a@student.unhas.ac.id
Corresponding Author
Adel Nurul Fauziah
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_44How to use a DOI?
Keywords
Digital Marketing; Online Customer Reviews; Brand Image
Abstract

Tokopedia is the e-commerce platform that will be covered in this study. This study aims to determine the ways in which digital marketing and brand image impact consumer decisions while making purchases (case study on tokopedia users). Questionnaires or sheets of questions are distributed to respondents in order to obtain the primary data needed in the data collection approach. The SMART Partial Least Squares version 4 software is used in the data processing procedure. Path analysis is the data analysis technique employed. The findings indicate that: (1) internet reviews by customers do not significantly influence decisions to buy; (2) digital marketing greatly influences purchasing decisions; (3) digital marketing significantly influences brand image; (4) online customer reviews significantly influence brand image; and (5) brand image significantly influences purchasing decisions. Digital marketing (see point 6) and online customer reviews (see point 7) have a big influence on brand image-based purchasing decisions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_44How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Adel Nurul Fauziah
AU  - Dian Parawansa
AU  - Haeriah Hakim
AU  - Andi Syahida Ulhaq Pasryb
PY  - 2025
DA  - 2025/07/30
TI  - The Influence of Digital Marketing and Online Customer Reviews Through Brand Image on Purchasing Decisions
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 517
EP  - 532
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_44
DO  - 10.2991/978-94-6463-758-8_44
ID  - Fauziah2025
ER  -