PENGARUH STRATEGI BRANDING DIGITAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MILENIAL PADA UMKM DI PONTIANAK

Hendrik Krisma

doi:10.69957/grjb.v5i03.2237

Authors

Hendrik Krisma Institut Teknologi dan Bisnis Sabda Setia

DOI:

https://doi.org/10.69957/grjb.v5i03.2237

Keywords:

Branding Digital, Milenial, Pontianak, Purchase Decision, UMKM

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi branding digital yang mencakup brand awareness, customer engagement, dan testimonials terhadap purchase decision konsumen milenial pada sektor UMKM di Pontianak, dengan brand satisfaction sebagai variabel mediasi. Latar belakang penelitian ini didasarkan pada kesenjangan pemahaman tentang efektivitas branding digital di kota-kota kecil dengan infrastruktur digital yang masih berkembang. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei online dari 150 responden milenial berusia 25–39 tahun yang aktif di media sosial dan memiliki pengalaman berinteraksi dengan UMKM. Analisis dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 3. Hasil penelitian menunjukkan bahwa brand awareness, customer engagement, dan testimonial berpengaruh positif terhadap brand satisfaction, namun hanya customer engagement yang secara langsung memengaruhi purchase decision. Brand satisfaction terbukti memediasi secara signifikan hubungan antara brand awareness dan testimonial act dengan purchase decision. Temuan ini menegaskan pentingnya kepuasan merek sebagai penghubung antara strategi branding digital dan keputusan pembelian aktual. Secara teoritis, studi ini memperluas aplikasi theory of planned behavior (TPB) dalam konteks pemasaran digital. Secara praktis, hasilnya memberikan rekomendasi strategis bagi pelaku UMKM untuk memprioritaskan interaksi digital yang autentik dan membangun pengalaman merek yang memuaskan guna meningkatkan loyalitas dan konversi pelanggan.

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