A Conceptual Framework of Digital Marketing, Brand Image, and Product Quality Towards Repurchase Intention of Frozen Food Products Through Purchase Decision of Kingko Food Jakarta.
DOI:
https://doi.org/10.31933/dijdbm.v5i1.2129Keywords:
Digital Marketing, Brand Image, Product Quality, Purchase Decision, Repurchase IntentionAbstract
Kingko Food, a small and medium-sized enterprise in the frozen food industry, has encountered a significant decline in sales over the past three years. This research aims to conceptualize the influence of digital marketing, brand image, and product quality on the intention to repurchase frozen food products. A particular focus is placed on the role of purchase decisions as an intermediary factor. The study adopts a quantitative methodology and a causal design approach. It targets consumers who have previously purchased from Kingko Food, exploring how their perceptions and experiences, shaped by digital marketing efforts, brand image, and the quality of the products, contribute to their decision to repurchase. The research seeks to map out the direct and indirect impacts of the three key variables – digital marketing, brand image, and product quality – on customer repurchase intention. In particular, it examines how these factors influence the purchase decision process, hypothesized to affect the likelihood of customers repurchasing the product. By delving into these relationships, the study aims to provide deeper insights into the determinants of customer loyalty and repeated purchase behavior in the context of the frozen food market. These insights are expected to be valuable for strategic marketing and product management decision-making, especially for SMEs like Kingko Food, facing market challenges.
References
Antara, I. M. R. S., & Rastini, N. M. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service. European Journal of Business and Management Research, 7(2). https://doi.org/10.24018/ejbmr.2022.7.2.1273
Aris Ferdinan, B., & Julian, T. (2021). The Influence Of Brand Image And Product Quality On Brand Loyalty Through Brand Trust In Goldstar Chicken Nuggets In Surabaya. IOSR Journal of Business and Management (IOSR-JBM), 23, 22–33. https://doi.org/10.9790/487X-2305012233
Bulan, T. P. L., & Chandra, R. (2021). The Effect of Ewom, Digital Marketing, Customer Satisfaction on Customer Loyalty (Shopee Customer Survey in Pangkalan Brandan). Jurnal Manajemen Motivasi, 17(1), 36. https://doi.org/10.29406/jmm.v17i1.3064
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Fifth Edition. In Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Fifth Edition. https://doi.org/10.4324/9781315640341
Danu Praja, A., & Haryono, T. (2022). The Effect of Brand Image and Product Quality on Repurchase Intention Mediated By Consumer Satisfaction Study At Uniqlo In Solo. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 6. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Darmawan, T. A., & Matoati, R. (2022). Pengaruh Pemasaran Produk Makanan UMKM Secara Digital Terhadap Minat Beli Ulang Konsumen di Sukabumi. SAINS: Jurnal Manajemen Dan Bisnis. http://jurnal.untirta.ac.id/index.php/jsm
Denga, E. M., Vajjhala, N., & Rakshit, S. (2022). The Role of Digital Marketing in Achieving Sustainable Competitive Advantage. https://doi.org/10.4018/978-1-7998-8169-8.ch003
Edwin, W. S. (2023). The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(1), 21–29. https://doi.org/10.37715/rmbe.v3i1.3929
Ellitan, L., Sindarto, J., & Agung, D. A. (2023). The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie. Journal of Entrepreneurship & Business, 4(1), 32–45. https://doi.org/10.24123/jeb.v4i1.5275
Enjelina, E., & Dewi, C. K. (2021). The Influence of Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty Toward Purchase Intention Of Emina Cosmetic Product In Bandung Region. EProceedings ….
Fahmi, M., Kostini, N., & Putra, W. B. T. S. (2022). Exploring hybrid learning readiness and acceptance model using the extended TAM 3 and TPB approach: An empirical analysis. International Journal of Research in Business and Social Science (2147- 4478), 11, 321–334. https://doi.org/10.20525/ijrbs.v11i8.2144
Fahmi, M., Novel, N., & Putra, W. B. T. S. (2022). The impact of vocational perception on entrepreneurial intention: An empirical analysis of the logistics business study program at Padjadjaran University. International Journal of Research in Business and Social Science (2147-4478), 11, 276–289. https://doi.org/10.20525/ijrbs.v11i8.2193
Gama, A. P. M., & Alves, C. A. (2021). Research Methodology. In Accounting, Finance, Sustainability, Governance and Fraud. https://doi.org/10.1007/978-981-33-4846-2_5
Garrouch, K. (2021). Does the reputation of the provider matter? A model explaining the continuance intention of mobile wallet applications. Journal of Decision Systems, 30(2–3), 150–171. https://doi.org/10.1080/12460125.2020.1870261
Geng, L., & Chang, Y. (2022). The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement. Baltic Journal of Management, 17(4). https://doi.org/10.1108/BJM-09-2021-0332
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). An Overview of Recent and Emerging Developments in PLS-SEM. Advanced Issues in Partial Least Squares SEM, June.
Hidayat, D., Bismo, A., & Basri, A. R. (2020). The Effect Of Food Quality And Service Quality Towards Customer Satisfaction And Repurchase Intention (Case Study Of Hot Plate Restaurants). Manajemen Bisnis, 10(1), 1. https://doi.org/10.22219/jmb.v10i1.11913
Ilyas, G. B., Amkop, S., Munir, A. R., Tamsah, H., Amkop, S., Mustafa, H., Amkop, S., & Yusriadi, Y. (2021). The Influence of Digital Marketing And Customer Perceived Value Through Customer Satisfaction On Customer Loyalty. Journal of Legal, Ethical and Regulatory Issues, 24.
Imaduddin, I., Hakim, M., Mannipi, W. A., Husain, F., Sulfianti, A., & Amirullah, A. (2023). Pengaruh Digital Marketing, Kualitas Layanan Grab Food Terhadap Keputusan Pembelian Makanan Di Kota Makassar. SEIKO: Journal of Management & Business, 6(1).
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing. https://www.sciencedirect.com/science/article/pii/S0167811616301550
Kasmo, A. B. P., Sukardiman, D. F., & Putra, W. B. T. S. (2018). Social Media Health Campaign: An Investigation of Factors Affecting Facebook User’s Attitude and Health Behavioral Intention Among Indonesian Cultures. https://www.researchgate.net/publication/335137380
Khairani, A., Andini, Y. B., Fedia, V., Putri, N. O., Norfaizah, N., & Putra, R. B. (2022). Penerapan Digital Marketing Dan Influencer Endorsement Saat Pandemi Covid-19 Pada Agen Frozen Food (Studi Kasus UMKM Wins Food Kebab Padang). Innovative: Journal Of Social Science Research, 2(1). https://doi.org/10.31004/innovative.v2i1.3581
Kotler, P., & Amstrong, G. (2021). Principles of Marketing. Pearson Education, 18th.
Kunaifi, A., Suryani, E., Fahmi, M. A., Natari, S. U., & Putra, W. B. T. S. (2022). Evaluation of the Raw Material Import Process Using the Authorized Economic Operator Application. Review of Integrative Business and Economics Research, 12(4).
Kurnia Prastiwi, S., & Bagus, R. (2019). Peran Product Quality, Information Quality Dengan Mediasi Trust Terhadap Repurchase Intention Pada Mitra UMKM Go-Food Di Surakarta. DAYA SAING Jurnal Ekonomi Manajemen Sumber Daya, 20(1).
Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating. Journal of Content, Community and Communication, 10(6). https://doi.org/10.31620/JCCC.06.20/05
Lestari, I., & Sukmono, R. A. (2023). Brand Image, and Food Quality on Purchase Decisions in Meat Processing Industry Products, Canned Food, and Bakery. Indonesian Journal of Innovation Studies, 21. https://doi.org/10.21070/ijins.v21i.773
Lestari, R., Pradani, T., & Digdowiseiso, K. (2022). The Effects of Digital Marketing, Entrepreneurship Orientation, and Product Innovation on Competitive Advantage and Its Impact on the Marketing Performance of Talas Bolu Sangkuriang in Bogor City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(1), 2081–2087. https://doi.org/10.33258/birci.v5i1.3809
Mohammad, A. (2022). The Impact of Digital Marketing Success on Customer Loyalty. Marketing and Management of Innovations, 13(3), 103–113. https://doi.org/10.21272/mmi.2022.3-09
Muafidah, M., & Sulistyowati, R. (2021). Pengaruh digital marketing dan personal selling terhadap keputusan pembelian konsumen. AKUNTABEL, 18(4). https://doi.org/10.30872/jakt.v18i4.9834
Mudiantono, & Andhike, D. (2019). Factors Influencing Customer’s Repurchase Intention of Go-Jek in Semarang, Indonesia. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 02(04), 458–472.
Muhtadin, Muh. S., & Djatmiko, T. (2018). Pengaruh Brand Ambassador Terhadap Brand Image Shampo Pantene Di Bandung. EProceedings of Management, 5(2).
Nugraha, R., & Dharmawan Wiguna, L. (2021). The Influence Of Product Quality, Perceived Value, Price Fairness, Ewom, And Satisfaction Towards Repurchase Intention At Xing Fu Tang. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 07(01). https://doi.org/10.34203/jimfe.v7i1.3156
Nuramalia, L., & Tuti, M. (2022). Pengaruh Kualitas Produk dan Keterlibatan Pelanggan Terhadap Repurchase Intention melalui Kepuasan Pelanggaan Pada Casawow. Culinaria, 4(2).
Padmi, I. G. A. M. M., & Suparna, G. (2021). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbucks Coffee. International Journal of Management and Commerce Innovations, 9.
Pastikan, V. B. T. L., & Handini, S. (2022). The Influence of Product Quality, Service Quality and Perceived Quality on Repurchase Intention with Customer Satisfaction as Intervening Variables at XXYZ Surabaya Store Customers. Sinergi?: Jurnal Ilmiah Ilmu Manajemen.
Pirri, T., & Mulia, D. (2020). Analysis of the Effect of Product Quality, Price Perception, Brand Image and Promotion on Customer Satisfaction to Achieve Repurchase Intention (Fiesta Chicken Nugget). In International Journal of Innovative Science and Research Technology (Vol. 5, Issue 8). www.ijisrt.com595
Prastiwi, S. K., Rabia, R., & Bagus, R. (2019). Peran Product Quality, Information Quality Dengan Mediasi Trust Terhadap Repurchase Intention Pada Mitra Umkm Go-Food Di Surakarta. Jurnal Manajemen Dayasaing, 21(1), 44–54. https://doi.org/10.23917/dayasaing.v21i1.6009
Putra, W. B. T. S. (2022). Problems, Common Beliefs and Procedures on the Use of Partial Least Squares Structural Equation Modeling in Business Research. South Asian Journal of Social Studies and Economics, 14(1), 1–20. https://doi.org/10.9734/sajsse/2022/v14i130367
Putra, W. B. T. S., & Ardianto, B. (2022). Why Does Risk Communication Matter? Preventive and Excessive Health Behavior among Uninfected People. South Asian Journal of Social Studies and Economics, 13(2), 56–72. https://doi.org/10.9734/sajsse/2022/v13i230355
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia. The Winners, 22(2). https://doi.org/10.21512/tw.v22i2.7597
Rinaldi, F. R., & Putra, W. B. T. S. (2022). Why HR, corporate and marketing communication divisions should work together?: The mediating role of Indonesia Bank’s employer branding to attract job pursuit intention. International Journal of Research in Business and Social Science (2147- 4478), 11, 11–23. https://doi.org/10.20525/ijrbs.v11i8.2121
Simbolon, F. P., & Law, V. (2022). Social Media Marketing through Instagram and Repurchase Intention: The Mediating Role of Customer Engagement. Binus Business Review, 13(3), 223–232. https://doi.org/10.21512/bbr.v13i3.8576
So, K. K. F., Kim, H., & Oh, H. (2021). What Makes Airbnb Experiences Enjoyable? The Effects of Environmental Stimuli on Perceived Enjoyment and Repurchase Intention. Journal of Travel Research, 60(5). https://doi.org/10.1177/0047287520921241
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R &Metode Penelitian Kuantitatif, Kualitatif Dan R & D. In Alfabeta. Alfabeta.
Trihudiyatmanto, M., Prananditya, A., & Iqbal, M. A. (2022). Brand Image Islamic: Halal Food Product Quality in Relationship To Repurchase Intention. Journal of Digital Marketing and Halal Industry, 4(1), 1–15. https://doi.org/10.21580/jdmhi.2022.4.1.8291
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” KINERJA, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Tuinesia, R., Sutanto, J. E., & Sondak, M. R. (2022). The Influence Of Brand Awareness And Perceived Quality On Repurchase Intention: Brand Loyalty As Intervening Variable (Case Study At Kopi Soe Branch Of Panakkukang Makassar). Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 6. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Vivin Ardisa, F., Sutanto, J. E., & Sondak, M. R. (2022). The Influence Of Digital Marketing, Promotion, And Service Quality On Customer Repurchase Intention At Hub22 Lounge & Bistro Surabaya. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 6. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Watulingas, E. B., & Permana, D. (2020). The Influence Of User Interface, User Experiance And Digital Marketing Toward Purchase Intention (Study In Sejasa.Com). International Humanities and Applied Science Journal, 3(2). https://doi.org/10.22441/ihasj.2020.v3i2.05
Wayan Adi Gunawan, P. I., & Ni Wayan, E. (2022). Role of Brand Image and Brand Trust In Mediating E-Wom on Repurchase Intention of Chatime Drink In Denpasar. RJOAS, 7(127), 41–332. https://doi.org/10.18551/rjoas.2022-07.05
Werdiastuti, P. E., & Agustiono, A. (2022). The effect of product quality and price toward repurchase intention at Taco Casa Bali during Covid-19 pandemic. Asian Management and Business Review, 193–206. https://doi.org/10.20885/ambr.vol2.iss2.art7
Wicaksana, W. R., Paramastri, B., & Ardyanfitri, H. (2021). Purchase Intention Produk Frozen Food Berdasarkan Perceived Quality Dan Price Fairness. Jurnal Manajemen Dan Inovasi (MANOVA), 4(1), 1–12. https://doi.org/10.15642/manova.v4i1.382
Wijaya, A. P., & Annisa, I. T. (2020). The Influence of Brand Image, Brand Trust and Product Packaging Information on Purchasing Decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24–35. https://doi.org/10.31603/bisnisekonomi.v18i1.3077
Winata, S., & Tjokrosaputro, M. (2022). The Roles of Effort Expectancy, Attitude, and Service Quality in Mobile Payment Users Continuance Intention.
Wiranata, I. K. A., Agung, A. A. P., & Prayoga, I. M. S. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery BatuBulan. Jurnal EMAS, 2(3).
Yaqubi, A. Y., & Karaduman, I. (2019). The Impact of Content Marketing on Consumers’ Purchase Intention for Home Appliances: A Study in Afghanistan. In International Journal of Business and Management Invention. www.ijbmi.org
Yuliantoro, N., Goeltom, V., Juliana, Bernarto, I., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2).
Downloads
Published
Issue
Section
License
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).