The influence of digital promotion and brand image on customer purchasing interest mediated by consumer satisfaction (case study of Mobilku WOM Finance product, Lubuk Linggau Branch)
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Abstract
This study aims to analyze the effect of digital promotion and brand image on customer purchase intention, with consumer satisfaction as a mediating variable, in the context of the Mobilku product at PT WOM Finance Lubuk Linggau Branch. The background of this research is based on the increasingly intense competition in the financing industry, where digital promotion strategies and brand image strengthening are crucial factors in attracting consumer attention. However, sales achievements at the research branch showed fluctuations, indicating that marketing strategies were not yet optimal; therefore, consumer satisfaction needs to be considered as a mediating factor between promotion, brand image, and purchase intention. This research employs a quantitative method with a survey approach. The study population consisted of 547 active customers of WOM Finance Lubuk Linggau Branch, from which a sample of 230 respondents was determined using Slovin’s formula and selected through simple random sampling. Data were collected using a Likert-scale questionnaire, and analyzed with Partial Least Square–Structural Equation Modeling (PLS-SEM) using SmartPLS software. The findings reveal that digital promotion has a positive effect on consumer satisfaction but does not have a direct significant effect on purchase intention. Brand image has a positive effect on both consumer satisfaction and purchase intention. Consumer satisfaction significantly affects purchase intention and mediates the relationship between digital promotion and brand image toward customer purchase intention.
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How to Cite
purnando, H., & Saparso, S. (2025). The influence of digital promotion and brand image on customer purchasing interest mediated by consumer satisfaction (case study of Mobilku WOM Finance product, Lubuk Linggau Branch). Enrichment : Journal of Management, 15(4), 400-409. https://doi.org/10.35335/enrichment.v15i4.2370
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Arindaputri, N. B., & Santoso, S. (2023). Analysis of the Influence of Digital Marketing, Brand Image, and Price Perception on Purchase Intention in Uniqlo Apparel Products. Journal of Business and Management Review, 4(1), 12–24.
Assa, A. F., & Iskandar, F. H. (2022). Pengaruh media sosial terhadap keputusan pembelian yang dimediasi oleh citra merek. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(8), 3584–3589. https://journal.ikopin.ac.id/index.php/fairvalue
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Mao, Y., Zhang, C., & Zhang, H. (2024). The effects of digital marketing content on customer satisfaction and online purchase behavior. Journal of Retailing and Consumer Services, 76, 103485. https://doi.org/10.1016/j.jretconser.2023.103485
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Rahmawati, E. (2021). Pengaruh kualitas pelayanan, promosi digital, dan kepuasan konsumen terhadap loyalitas pelanggan pada e-commerce Shopee. Jurnal Administrasi Bisnis, 10(3), 233–244.
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Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer. https://doi.org/10.1007/978-3-319-71691-6
Hermawan, A. (2020). Manajemen Pemasaran: Strategi dan Implementasi Konsep Pemasaran Modern. Jakarta: Prenadamedia Group.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson Education.
Lupiyoadi, R. (2020). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat. Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung:Alfabeta.
Tjiptono, F. (2021). Strategi Pemasaran. Yogyakarta: Andi.
Ananda, A. S., Hernández-García, Á., & Lamberti, L. (2022). Brand Image and Customer Satisfaction in the Digital Age: The Mediating Role of Customer Trust. Journal of Business Research, 144, 254–263. https://doi.org/10.1016/j.jbusres.2022.02.045
Arindaputri, N. B., & Santoso, S. (2023). Analysis of the Influence of Digital Marketing, Brand Image, and Price Perception on Purchase Intention in Uniqlo Apparel Products. Journal of Business and Management Review, 4(1), 12–24.
Assa, A. F., & Iskandar, F. H. (2022). Pengaruh media sosial terhadap keputusan pembelian yang dimediasi oleh citra merek. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(8), 3584–3589. https://journal.ikopin.ac.id/index.php/fairvalue
Daryanto, A., & Sitinjak, M. F. (2021). Pengaruh Promosi Digital dan Kualitas Informasi terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Ilmu Manajemen Terapan, 13(1), 25–36. https://doi.org/10.31933/jimt.v13i1.712
Djamas, D., & Rosalina, P. (2020). Pengaruh Interaktivitas Promosi Digital terhadap Keputusan Pembelian Konsumen Generasi Milenial di Kota Bandung. Jurnal Ilmu Komunikasi, 18(1), 1–12. https://doi.org/10.24002/jik.v18i1.2897
Fadhilah, N., & Marlina, D. (2020). Pengaruh digital marketing dan brand image terhadap keputusan pembelian produk fashion lokal di Kota Bandung. Jurnal Ilmu Manajemen, 8(2), 112–121
Fahmi, R., & Astuti, D. W. (2023). Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Konsumen dan Dampaknya pada Minat Beli Ulang. Jurnal Manajemen dan Kewirausahaan, 25(1), 45–56. https://doi.org/10.9744/jmk.25.1.45-56
Feliciana, F., Saparso, S., & Lizardo, J. (2024). The Effect of Service Quality and Mobile Banking Applications on Customer Loyalty with Satisfaction as a Mediating Variable. Maneggio: Journal of Management and Entrepreneurship, 1(3), 10–16. https://doi.org/10.62872/8c26aw59
Gracia, N. M., Haryono, B., & Saparso, S. (2025). The Influence of Brand Image and Satisfaction on Loyalty Mediated by Customer Trust in the Janji Jiwa Coffee Brand, Jakarta. JRSSEM, 4(10), 1530–1541. https://doi.org/10.59141/jrssem.v4i10.833
Hakimin, M. K., et al. (2022). Influence of Brand Image and Digital Marketing on Consumer Purchasing Decisions.
Indrayani, A., & Putri, D. F. (2020). Pengaruh Citra Merek dan Kualitas Produk terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Riset Ekonomi dan Bisnis, 13(1), 45–53.
Kim, M., Lee, J., & Park, J. (2022). The Role of Customer Satisfaction in Purchase Intention: Evidence from Digital Banking Services. Journal of Retailing and Consumer Services, 65, 102904. https://doi.org/10.1016/j.jretconser.2021.102904
Lestari, M., & Santoso, D. (2020). Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Smartphone Merek Xiaomi. Jurnal Riset Ekonomi dan Bisnis, 13(1), 45–55.
Liao, J., Wang, L., & Lin, H. (2022). Brand Image and Customer Satisfaction: Empirical Evidence from E-commerce. Journal of Retailing and Consumer Services, 65, 102894. https://doi.org/10.1016/j.jretconser.2021.102894
Liao, S. H., Chu, C. H., & Huang, T. Y. (2022). The Effects of Brand Image and Perceived Quality on Purchase Intention. International Journal of Business and Society, 23(2), 521–535.
Mahdy, M. A. R., Saparso, S., & Teecoalu, M. (2024). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan yang Dimediasi oleh Kepuasan Pelanggan pada Sales Person Dealer Honda Studi WOM Cabang Jatibarang. Jurnal Ilmiah Universitas Batanghari Jambi, 24(1), 697–704. https://doi.org/10.33087/jiubj.v24i1.4285
Mahyuzar, & Kholifah, N. (2023). Pengaruh Promosi Digital dan Kemudahan Berbelanja Terhadap Minat Beli Konsumen Shopee. Jurnal Riset Manajemen dan Bisnis, 8(1), 55–63.
Mao, X., Zhang, L., & Guo, Y. (2024). The Effect of Digital Advertising Strategy on Customer Satisfaction: A Case Study in Fashion E-commerce. International Journal of Online Marketing, 14(1), 45–59.
Mao, Y., Zhang, C., & Zhang, H. (2024). The effects of digital marketing content on customer satisfaction and online purchase behavior. Journal of Retailing and Consumer Services, 76, 103485. https://doi.org/10.1016/j.jretconser.2023.103485
Pratama, A. P., et al. (2021). Mediated Customer Satisfaction: The Brand Image and Product Quality on Purchasing Decisions.
Putri, I. A., & Yasa, N. N. K. (2022). Peran Mediasi Kepuasan Informasi dalam Pengaruh Promosi dan Citra Merek terhadap Minat Beli. Jurnal Manajemen dan Bisnis Indonesia, 8(1), 30–40.
Purwanto, A. (2022). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions?
Purwanto, A., Asbari, M., Santoso, P. B., & Wijayanti, L. M. (2020). Pengaruh Citra Merek dan Promosi Digital terhadap Minat Beli Konsumen Produk Fashion di Era New Normal. Jurnal Manajemen, 13(2), 123–135. https://doi.org/10.33369/jm.v13i2.12345
Rahmawati, A. (2022). Peran Kepuasan Informasi Sebagai Mediasi Pengaruh Digital Marketing Terhadap Minat Beli. Jurnal Ilmu Manajemen, 10(3), 201–211.
Rahmawati, E. (2021). Pengaruh kualitas pelayanan, promosi digital, dan kepuasan konsumen terhadap loyalitas pelanggan pada e-commerce Shopee. Jurnal Administrasi Bisnis, 10(3), 233–244.
Ramadhayanti, A. (2022). Pengaruh Media Komunikasi dan Kepuasan Informasi Produk Terhadap Penarikan Pelanggan. Perspektif: Jurnal Ekonomi & Manajemen, 20(1). https://doi.org/10.31294/jp.v20i1
Setiawan, B., & Hidayat, R. (2021). Pengaruh Promosi Digital dan Harga Terhadap Minat Beli Konsumen Produk Kosmetik. Jurnal Manajemen Pemasaran, 15(2), 120–129. http://mail.ijair.id/index.php/ijair/article/view/1330/0
Wijaya, T., & Astuti, R. (2023). Pengaruh Kualitas Layanan dan Kepuasan Konsumen terhadap Minat Pembelian Produk Pembiayaan Mobil. Jurnal Manajemen dan Kewirausahaan, 25(1), 45–56. https://doi.org/10.9744/jmk.25.1.45-56
Windarsari, W. R., et al. (2022). Effect of Fast Food Digital Marketing on Purchase Intention Through Brand Image and Consumer Satisfaction.
Yi, H. T., Hasnida, N., & Idris, H. (2022). The Effect of Brand Image on Purchase Intention through Perceived Value and Trust. Jurnal Manajemen dan Pemasaran Jasa, 15(1), 63–78.
Yi, S., Lee, Y., & Kim, H. (2022). The Impact of Brand Image on Customer Satisfaction and Loyalty in Digital Services. Sustainability, 14(5), 2816. https://doi.org/10.3390/su14052816
OJK. (2023). Statistik Lembaga Pembiayaan 2023. Otoritas Jasa Keuangan. https://www.ojk.go.id
We Are Social & Hootsuite. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia