The Mediating Role of Brand Image in the Effects of Digital Touchpoints and Online Customer Reviews on Purchase Decisions
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Abstract
The rapid expansion of electronic commerce has intensified competition among digital marketplaces, encouraging firms to strengthen customer engagement through effective digital interactions and credible online information. This study investigates the influence of digital touchpoints and online customer reviews on purchase decisions, with brand image serving as a mediating variable. A quantitative research design was employed using a survey method involving 130 Shopee users who were students of the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon. Respondents were selected using purposive sampling, while data were collected through structured questionnaires utilizing a five-point Likert scale. Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4 was applied to examine the proposed relationships. The findings indicate that digital touchpoints have a positive but statistically insignificant direct effect on purchase decisions. Conversely, online customer reviews significantly enhance purchase decisions. Both digital touchpoints and online customer reviews positively influence brand image, while brand image significantly affects purchase decisions. Furthermore, brand image successfully mediates the effects of digital touchpoints and online customer reviews on purchase decisions. These findings demonstrate that although digital interaction alone may not directly encourage purchasing behavior, it contributes substantially to strengthening brand image, which subsequently influences consumers' purchasing decisions. This study highlights the strategic importance of integrating digital customer experiences with effective brand management to improve consumer purchasing behavior within competitive e-commerce environments.
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References
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