Pengaruh Digital Marketing pada Peningkatan Brand Awarness dan Brand Image terhadap Pengambilan Keputusan Pembelian di Lavala Store Brebes : Studi pada Konsumen Generasi Z

Dewi Indah Astuti; Syariefful Ikhwan; Andi Yulianto; Azizah Indriyani; Roby Setiadi

doi:10.55606/jimek.v5i3.7887

Pengaruh Digital Marketing pada Peningkatan Brand Awarness dan Brand Image terhadap Pengambilan Keputusan Pembelian di Lavala Store Brebes

Studi pada Konsumen Generasi Z

Authors

Dewi Indah Astuti Universitas Muhadi Setiabudi
Syariefful Ikhwan Universitas Muhadi Setiabudi
Andi Yulianto Universitas Muhadi Setiabudi
Azizah Indriyani Universitas Muhadi Setiabudi
Roby Setiadi Universitas Muhadi Setiabudi

DOI:

https://doi.org/10.55606/jimek.v5i3.7887

Keywords:

Digital Marketing, Brand Awareness, Brand Image, Purchase Decision, Generation Z

Abstract

Tight competition in the fashion industry has encouraged Lavala Store Brebes to adopt a more effective digital marketing strategy, particularly to attract attention and influence purchasing decisions of Generation Z consumers. Although Lavala Store's exposure level on social media is relatively high, initial findings indicate that most consumers consider the content presented to be less interesting, less interactive, and not fully relevant to their preferences. This study aims to analyze the influence of digital marketing on brand awareness, brand image, and purchasing decisions of Generation Z consumers at Lavala Store. The study used a quantitative method with a survey approach to 200 respondents aged 18–27 who had made purchases at Lavala Store. The sampling technique used purposive sampling, and data analysis was carried out using AMOS-based Structural Equation Modeling (SEM). The results showed that digital marketing has a significant positive influence on brand awareness (C.R. = 11.046; p < 0.001) and brand image (C.R. = 8.926; p < 0.001). This indicates that the implemented digital marketing strategy is able to increase brand awareness and brand image in the minds of Generation Z consumers. However, the test results also show that digital marketing does not have a significant effect on purchasing decisions, either directly or through brand awareness and brand image. These findings lead to the conclusion that Generation Z purchasing decisions at Lavala Store are more influenced by other factors such as product quality, competitive pricing, a pleasant shopping experience, and recommendations from close friends or influencers. The implications of this study emphasize the need for Lavala Store to design a more creative, relevant, and interaction-based digital marketing strategy, and integrate it with improving product quality and customer experience. This integrated approach is expected to increase purchase conversions among Generation Z in a sustainable manner.

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Published

2025-08-24

How to Cite

Dewi Indah Astuti, Syariefful Ikhwan, Andi Yulianto, Azizah Indriyani, & Roby Setiadi. (2025). Pengaruh Digital Marketing pada Peningkatan Brand Awarness dan Brand Image terhadap Pengambilan Keputusan Pembelian di Lavala Store Brebes : Studi pada Konsumen Generasi Z. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 5(3), 182–194. https://doi.org/10.55606/jimek.v5i3.7887