DIGITAL MARKETING AND BRAND IMAGE IN DRIVING PURCHASING DECISIONS IN UMKM COFFEE SHOPS IN KENDARI CITY
DOI:
https://doi.org/10.5281/zenodo.23103104Keywords:
digital marketing, brand image, MSMEsAbstract
Advances in digital marketing technology have influenced consumer patterns in recognizing, considering, and determining choices regarding coffee shop. However, the implementation of this strategy in the MSME sector has not yet been fully targeted and sustainable. This situation raises questions about the role of digital marketing in building a brand. image and its influence on the consumer purchasing decision process. This study aims to examine the application of digital marketing, the brand formation process image, and consumer purchasing decisions in coffee SMEs shop in Kendari City. This study employed a qualitative method with a phenomenological approach. Data collection was conducted through observation, in-depth interviews, and documentation involving business owners, social media managers, and customers selected using purposive sampling techniques. Data were then analyzed through a process of reduction, presentation, and conclusion drawing. The results show that digital marketing can play a meaningful role when managed consistently, particularly through the use of appropriate media, content presentation tailored to consumer needs, responsive responses, and the use of customer experiences and testimonials. This strategy contributes to brand building. image through a professional image, strong brand identity, attractive visuals, and increased customer trust. A positive brand image then strengthens consumer confidence in making choices, including encouraging repeat purchases. These findings demonstrate the importance of digital marketing management that aligns with strengthening brand identity and improving the quality of the customer experience.
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