Brand Image and Digital Advertising as Determinants of Consumer Purchase Intention

Abstract

A decrease in sales combined with shifting consumer perceptions within the dishwashing liquid market signals the importance of studying what factors might determine purchase intention. This study focuses on assessing how Brand Image and Digital Advertising shape Consumer Purchase Intention for Sunlight products. The investigation relied on a quantitative method featuring a descriptive-associative research design. The study obtained its data by distributing questionnaires to 100 respondents, chosen from a population of 25,625 consumers via probability sampling and the Slovin formula. Data analysis involved validity and reliability checks, classical assumption tests, simple and multiple linear regression, correlation analysis, the coefficient of determination, and hypothesis testing, each conducted through SPSS version 26. According to the results, Brand Image has a positive and significant impact on Consumer Purchase Intention, reflected in a regression coefficient of 0.465, a correlation coefficient of 0.440, and a coefficient of determination of 19.4%. A similar positive and significant impact comes from Digital Advertising, which records a regression coefficient of 0.509, a correlation coefficient of 0.519, and a coefficient of determination of 26.9%. When considered simultaneously, Brand Image and Digital Advertising significantly affect Consumer Purchase Intention, with a correlation coefficient of 0.551 and a coefficient of determination of 30.3%. These findings indicate that strengthening brand perceptions and improving the effectiveness of digital advertising can support higher consumer purchase intention. The study provides practical implications for marketing strategies through consistent brand communication, clear advertising messages, and relevant digital content.