PENGARUH DIGITAL ADVERTISING, BRAND AWARENESS, DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI KONSUMEN DI MARKETPLACE

Authors

  • Maasyithah Hutagalung Institut Bisnis Nusantara (IBN) Jakarta
  • Ratna Yuliastuti STIE IEU Yogyakarta
  • Hasirah Universitas Papua Madani Jayapura
  • Irma Hakim Universitas Muhammadiyah Makassar
  • Andi Irwin Universitas Papua Madani Jayapura

DOI:

https://doi.org/10.34127/jrlab.v15i1.2142

Keywords:

Digital Advertising, Brand Awareness, Online Customer Review, Minat Beli, Marketplace

Abstract

This study aims to analyze the influence of digital advertising, brand awareness, and online customer reviews on consumer purchase intention in the marketplace. The development of digital technology and the increase in e-commerce activity are encouraging businesses to optimize digital-based marketing strategies to increase competitiveness. In a competitive market environment, consumers consider not only price and product quality but are also influenced by exposure to digital advertising, brand awareness, and online customer reviews before making a purchase. This study used a quantitative approach with a survey method. Primary data was obtained by distributing questionnaires to consumers who had shopped in the marketplace using a purposive sampling technique. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis to examine the partial and simultaneous effects between variables. The results show that digital advertising, brand awareness, and online customer reviews have a partial positive and significant effect on consumer purchase intention. Simultaneously, these three variables also have a significant effect on purchase intention. These findings suggest that an integrated digital marketing strategy, through effective digital advertising, building strong brand awareness, and managing customer reviews, can increase consumer purchase intention in the marketplace.

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Published

2026-03-02

Issue

Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026

Section

JURNAL LENTERA BISNIS

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