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September 5, 2025International Journal of Data and Network Science1 citationsOpen Access

Impact of Brand Awareness and Digital Marketing on Purchase Intention in Indonesian SMEs

The role of brand awareness, digital marketing and electronic word of mouth (E-WOM) toward purchase intention on social media: An empirical study on Indonesian SMEs

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Authors

NNNurjaya NurjayaWMWentri MerdianiAPAditya Nova Putra

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Overview

Quantitative analysis finds brand awareness and E-WOM significantly influence purchase intention among SMEs, highlighting key marketing strategies.

Key Points

  • Brand awareness significantly enhances purchase intention among Indonesian SME owners, boosting sales potential.
  • Digital marketing strategies show a marked positive effect on purchase intentions, enhancing consumer engagement.
  • E-WOM proves to be a significant factor in driving purchase intention, reflecting the power of online recommendations.
  • Analysis involved 344 valid questionnaires from MSME owners, processed through Partial Least Square methodology.

Cite This Study

Nurjaya et al. (2025) studied this question.

synapsesocial.com/papers/68bb5f3e6d6d5674bcd03522https://doi.org/10.5267/j.ijdns.2024.12.002
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