Strategi Pemasaran Digital dan Brand Awareness dalam Membentuk Keputusan Pembelian: Peran Moderasi Influencer

This study aims to analyze the influence of digital marketing strategy and brand awareness on product purchase decisions, with influencer serving as a moderating variable at Manggo Queen Linggau. The problems identified in this study include the lack of creative and active content on social media, limited product innovation and uniqueness, insufficient customer engagement through collaborations with influencers that reduces the effectiveness of marketing strategies, and the limited attractiveness of promotional programs such as price discounts, seasonal discounts, or service bonuses. The population of this study consisted of 9,401 Manggo Queen Linggau consumers, while the research sample comprised 100 consumers selected using the incidental sampling technique. Data were collected through questionnaires, observation, and documentation. This study employed a causal associative quantitative approach and analyzed the data using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software through the bootstrapping procedure. The results revealed that digital marketing strategy has a significant effect on product purchase decisions, with a t-statistic of 2.357, which is greater than the t-table value of 1.983, and a p-value of 0.019, which is lower than 0.05. Brand awareness also has a significant effect on product purchase decisions, with a t-statistic of 4.924, exceeding the t-table value of 1.983, and a p-value of 0.000, which is below 0.05. Furthermore, digital marketing strategy has a significant effect on product purchase decisions when moderated by influencer, with a t-statistic of 4.536, greater than the t-table value of 1.983, and a p-value of 0.002, which is less than 0.05. Likewise, brand awareness has a significant effect on product purchase decisions when moderated by influencer, with a t-statistic of 5.501, exceeding the t-table value of 1.983, and a p-value of 0.017, which is lower than 0.05.