The Influence of Digital Marketing on Purchase Intention for Dubai Chewy Cookies with Brand Awareness as a Mediating Variable at Take The Cookie Makassar

Viersya Graciella Yonatra, Velicia Yapari, Imanuel Revdriko Wijaya, Fahmi Idris, Muhammad Reyhan Nabiel Z.A Rachman, Sinar Dharmayana Putra

Abstract


This study examines the relationship between digital marketing and purchase intention for Dubai chewy cookies at Take The Cookie Makassar, with brand awareness as a mediating variable. A quantitative approach was adopted using a cross-sectional survey. Data were collected through an online questionnaire from 206 respondents selected using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The estimated path coefficients were 0.941 for digital marketing to brand awareness, 0.602 for brand awareness to purchase intention, and 0.338 for digital marketing to purchase intention. The indirect effect through brand awareness was 0.567. The model explained 88.5% of the variance in brand awareness and 86.1% of the variance in purchase intention within the sample. All indicators met the criteria for indicator reliability, internal consistency, and convergent validity. However, HTMT values of 1.006–1.027 and the Fornell–Larcker results indicated that discriminant validity had not been established. A VIF value of 8.706 also indicated high collinearity among the predictors of purchase intention. Thus, the estimates showed positive relationships but did not provide a sufficient basis for confirming significant effects or mediation because bootstrapping results were unavailable and construct distinctiveness remained problematic. Future research should improve the clarity of construct measurement and complete the testing of direct and indirect effects.


Keywords


Digital Marketing, Brand Awareness, Purchase Intention, Dubai Chewy Cookie, Makassar City

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DOI: https://doi.org/10.5281/zenodo.23802242

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ISSN : 3025-6704