Jurnal Komunikasi dan Bisnis

Vol. 12 No. 2 (2024): November
Articles

The Impact of Digital Marketing and Product Quality on Purchase Decisions Mediated by Brand Awareness on Vaccine Products at PT "K" Farma Group

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  • Hotmaria Hotmaria,
  • Abdullah Rakhman
Hotmaria Hotmaria
Institut Bisnis dan Informatika Kwik Kian Gie
Bio
Abdullah Rakhman
Institut Bisnis dan Informatika Kwik Kian Gie
Bio
DOI: https://doi.org/10.46806/jkb.v12i2.1212

Published 2024-11-08

Keywords

  • digital marketing,
  • product quality,
  • brand awareness,
  • purchasing decisions

How to Cite

Hotmaria, H., & Rakhman, A. (2024). The Impact of Digital Marketing and Product Quality on Purchase Decisions Mediated by Brand Awareness on Vaccine Products at PT "K" Farma Group. Jurnal Komunikasi Dan Bisnis, 12(2), 195–207. https://doi.org/10.46806/jkb.v12i2.1212

Copyright (c) 2024 Jurnal Komunikasi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

This research aims to determine the impact of digital marketing and product quality on purchasing decisions of vaccine products in the PT “K” Farma Group, with brand awareness serving as a mediating factor. Especially after we have gone through the era of the Covid-19 pandemic where now we are increasingly aware of the importance of vaccines for the people. Primary data was collected using questionnaire and total sample were 82. This study used a descriptive quantitative research design. The data analysis technique uses SEM-PLS (structural equation modeling-partial least squares). This research employs data analysis technique by structural equation modeling-partial least square. Results indicated that Product and brand awareness had a significant direct positive effect on purchasing decisions, while digital marketing had a direct positive but not significant effect on purchasing decisions. Mediating Effect of Brand Awareness on Digital Marketing, Product Quality and Relationship with Purchase Decision. The study results suggest that brand awareness and perceived product quality of vaccine products to enhance purchase decisions can be proven in company "K" Pharma. Digital marketing is important but without brand awareness, the results will not be significant.

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