Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce

Authors

  • Muhammad Ishar Universitas Indonesia Membangun, Bandung, Indonesia
  • Nunung Ayu Sofiati Universitas Indonesia Membangun, Bandung, Indonesia
  • Mochammad Mukti Ali Universitas Indonesia Membangun, Bandung, Indonesia
  • Dadan Abdul Azis Universitas Indonesia Membangun, Bandung, Indonesia
  • Gurawan Dayona Universitas Indonesia Membangun, Bandung, Indonesia
  • Riyadi Nur Sumawidjaya Universitas Indonesia Membangun, Bandung, Indonesia
  • Ade Salman Alfarisi Universitas Indonesia Membangun, Bandung, Indonesia
  • Anggono Raras Tirto Sakti Universitas Indonesia Membangun, Bandung, Indonesia

DOI:

https://doi.org/10.38035/ijam.v4i4.1882

Keywords:

Quantitative, Purchasing Decisions, Brand Image, Mix Marketing

Abstract

This study aims to analyze the influence of the Marketing Mix on Brand Image and its impact on Purchasing Decisions for running shoes on e-commerce platforms. The rapid development of digital commerce has changed consumer behavior in selecting and purchasing products, making marketing strategy, brand perception, and online purchasing decisions crucial aspects for business competitiveness. This research adopts a quantitative approach with descriptive and verificative methods to examine the relationships among the variables of Marketing Mix, Brand Image, and Purchasing Decisions. The results indicate that the implementation of the Marketing Mix, covering Product, Price, Place, and Promotion, is in the good category with an average score of 3.66, reflecting effective marketing strategy execution. Brand Image, measured through Reputation, Recognition, Affinity, and Loyalty, is also in the good category with an average score of 3.57, indicating positive consumer perception of the brand. Similarly, Purchasing Decisions, including product selection, e-commerce selection, and repeat purchases, are in the good category with an average score of 3.40. Furthermore, statistical analysis reveals that the Marketing Mix has a positive and significant effect on Brand Image and Purchasing Decisions, while Brand Image also significantly influences Purchasing Decisions. Additionally, the Marketing Mix simultaneously exerts a significant effect on both Brand Image and Purchasing Decisions, demonstrating the strategic role of integrated marketing strategies in enhancing consumer behavior in the e-commerce context.

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Published

2026-02-08

How to Cite

Ishar, M., Sofiati, N. A., Ali, M. M., Azis, D. A., Dayona, G., Sumawidjaya, R. N., … Sakti, A. R. T. (2026). Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce . International Journal of Advanced Multidisciplinary, 4(4), 636–647. https://doi.org/10.38035/ijam.v4i4.1882

Issue

Vol. 4 No. 4 (2026): International Journal of Advanced Multidisciplinary (January - March 2026)

Section

Articles

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Copyright (c) 2026 Muhammad Ishar, Nunung Ayu Sofiati, Mochammad Mukti Ali, Dadan Abdul Azis, Gurawan Dayona, Riyadi Nur Sumawidjaya, Ade Salman Alfarisi, Anggono Raras Tirto Sakti

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