DIGITAL MARKETING, BRAND IMAGE, AND PRICE AS DETERMINANTS OF PURCHASE DECISIONS: EVIDENCE FROM AMANDA BROWNIES IN MAKASSAR

Journal: Preferensi: Journal of Marketing and Business

Publication: 2026-09-30

DOI: 10.67983/preferensi.v1i2.127

Abstract

Purpose: This study examines whether digital marketing, brand image, and price perception predict consumers’ purchase-decision scores at Amanda Brownies in Makassar, Indonesia.
Design/methodology/approach: A quantitative explanatory design and cross-sectional survey were used. Data were collected through a structured questionnaire from 120 purposively selected consumers across the Ratulangi, Pettarani, and Perintis outlets and analyzed using multiple linear regression in SPSS 25. The analysis included item-validity and reliability testing, residual diagnostics, t-tests, an omnibus F-test, and coefficients of determination.
Findings: Digital marketing, brand image, and price perception were positively associated with purchase-decision scores after controlling for the other predictors. Price produced the largest standardized coefficient (β = 0.359), closely followed by brand image (β = 0.328); the difference between these coefficients was not tested. Digital marketing had a smaller positive coefficient (β = 0.144).
Research implications: Amanda Brownies should integrate digital communication, consistent brand positioning, and value-oriented pricing. Because the study used a cross-sectional purposive sample and self-reported measures, the findings should be interpreted as sample-specific associations rather than causal or population-wide effects.