The he Effect of Digital Marketing and Product Innovation on Purchasing Decisions for Local Cuisine Based on Local Wisdom in Sumbawa Regency Through Brand Image

Mutia Hidayat; Agus Santoso

doi:10.47747/ijbme.v7i3.3589

Authors

Mutia Hidayat Sumbawa University of Technology
Agus Santoso Sumbawa University of Technology

DOI:

https://doi.org/10.47747/ijbme.v7i3.3589

Keywords:

Digital Marketing, Product Innovation, Brand Image, Purchase Decisions

Abstract

This study investigates the effects of digital marketing and product innovation on consumers’ purchasing decisions for local culinary products based on the local wisdom of Sumbawa Regency, with brand image serving as a mediating variable. A quantitative research approach was applied to 144 consumers who had previously purchased local culinary products. Respondents were selected using purposive sampling according to predetermined criteria, including being at least 17 years old and having obtained product information through digital media. Data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling. The results indicate that digital marketing does not significantly influence brand image but has a positive and significant effect on purchasing decisions. Product innovation has a positive and significant effect on both brand image and purchasing decisions. Furthermore, brand image does not mediate the relationship between digital marketing and purchasing decisions or between product innovation and purchasing decisions. These findings demonstrate that product innovation plays a more significant role than brand image in increasing product attractiveness and encouraging consumer purchasing decisions. Accordingly, local culinary MSMEs should continuously develop innovative products while optimizing their digital marketing strategies to strengthen competitive advantage and improve market performance.

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