Digital Marketing Moderation on the Influence of Brand Awareness

and Product Excellence on Buying Interest at PT. Parit Padang

Global Jakarta

Musthofa Jundi, Ari Soetiyani and Lukiyana

Department of Management, Faculty of Business Economics & Social Sciences,

University of 17 August 1945 Jakarta, Sunter Permai Raya Sunter Agung Podomoro, North Jakarta, Indonesia

Keywords: Brand Awareness, Product Excellence, Digital Marketing, Buyer Interest.

Abstract: This research examines Brand Awareness influencing the digital marketing of Parit Padang Global

consumers. Product Excellence influences consumer digital marketing. Parit Padang Global, Digital

Marketing influences consumer buying interest of PT. Parit Padang Global, to determine the influence of

brand awareness and product excellence on buying interest moderated by digital marketing among Parit

Padang Global consumers. This study used 78 Consumers Padang Parit Global. Data sampling using Simple

Random Sampling. These results show that the influence of brand awareness is positive and significant on

digital marketing. These results show that the influence of product excellence is positive and significant on

digital marketing. These results show that the influence of digital marketing is positive and significant on

purchase intent.

1 INTRODUCTION

The business environment is fast-paced and requires

companies to be able to adopt changes with a more

accurate identity as an aspect of winning market

competition. According to BPS data from the results

of the 2022 Susenas Survey, 66.48 percent of the

Indonesian population has accessed the internet in

2022 and 62.10 percent in 2021.

The Digital Era is currently used by the

Company for marketing or promotional activities of

a brand or product using digital media or the internet

with the aim of attracting consumers or potential

customers quickly. Companies that innovate, one of

which is PT. Parit Padang Global which is a

Pharmaceutical Distributor that has 25 branches in

Indonesia. By looking at the conditions where

internet usage is evenly distributed to provide

convenience for customers in transactions and get

other service information such as Brand Awareness

and Product Excellence just by using the Parit

Padang Global Online System (PPGOS) application.

The main problem in this study is the uneven use

of PPGOS applications in the pharmaceutical sector

of PT. Parit Padang Global Jakarta Branch 3.

Product orders can be made through salesmen and or

can be downloaded through the Play Store just by

searching or typing PPGOS accompanied and

assisted by salesmen for registration, the advantage

of using PPGOS is a fast and easy process because it

can order anywhere and anytime and get complete

information to customers. PPGOS of course also has

weaknesses that can only be accessed via Android,

problems that often occur are customer complaints

using iPhone, there are delivery delays and frequent

product vacancies. PT. Parit Padang Global targets

all pharmaceutical sector customers in Indonesia to

use PPGOS to be more effective and efficient.

1.1 Buying Interest

Consumer buying interest is consumer behavior

where someone has the desire to buy or choose a

product, based on experience in choosing, using, and

consuming or even wanting a product. Buying

interest is consumer behavior that arises in response

to an object that indicates the customer's desire to

make a purchase.

The interest that arises in making purchases

creates motivation that continues to be recorded in

his mind and becomes a very strong activity and in

the end when a consumer must meet his needs, the

282

Jundi, M., Soetiyani, A. and Lukiyana, .

Digital Marketing Moderation on the Inﬂuence of Brand Awareness and Product Excellence on Buying Interest at PT. Parit Padang Global Jakarta.

DOI: 10.5220/0012580400003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 282-287

ISBN: 978-989-758-691-0; ISSN: 2828-853X

consumer will actualize what he has in mind

(Ferdinand, 2014: 189). According to Julianti (2014:

88) buying interest is a driving force or as an

intrinsic motive that can encourage someone to pay

attention spontaneously, reasonably, easily, without

coercion and selectively to one product to then make

a purchase decision.

1.2 Brand Awareness

Brand awareness is the ability of consumers to

identify brands under different conditions, as

reflected by their brand recognition or recall

achievement (Kotler and Keller, 2016: 346).

According to Aaker, brand awareness is the ability

of consumers to recognize or remember that a brand

is a member of a certain product category (Siahaan

and Yuliati, 2016: 499). Brand awareness or brand

awareness is the ability of potential buyers to

recognize or remember that the brand is part of a

certain product category (Wijayanto, 2010).

Meanwhile, according to Wahyudi (2012), brand

awareness is a condition where the brand of a

product is known by potential consumers and is

appropriately associated with certain types of

product categories. There are 4 indicators used to

measure Brand Awareness, as follows:

1. The lowest level in the brand awareness

pyramid is unaware of brand, where consumers

are unaware of a particular brand.

2. Brand Recognition: At this level, consumers

are aware of the existence of a brand and

acknowledge its existence. Brand recognition

indicates the minimum level of consumer

brand awareness of a product. This level

determines whether consumers will choose to

buy the brand or not. This is important when

the buyer chooses a brand at the time of

making a purchase. Brand recognition, based

on assisted recall tests.

3. Brand recall means that consumers not only

know about the existence of a brand but

remember the brand without even resorting to

help or signs.

4. Top of Mind, Top of Mind means that the

brand is the top choice, or the brand is the

brand that first comes to the consumer's mind.

The brand becomes the main brand of various

brands in the minds of consumers. If a person

is asked directly without the help of reminders

and he can name one brand name, then the first

most mentioned brand is top of the mind, in

other words, the brand is the main brand of

various brands in the minds of consumers. The

position of remembering that is stronger than

the peak awareness of the mind is the dominant

brand.

1.3 Product Advantages

A product is anything that a manufacturer can offer

to be noticed, demanded, sought, bought, used, or

consumed by the market to meet relevant market

needs or wants (Gofur 2019). Product excellence is

one of the factors shaping the perception of

consumer satisfaction. In the consumer's view, the

value of a product is the quality of the product that

the consumer enjoys at the expense of a certain

amount of money or other resources (Oliver 2010).

Quality also plays an important role towards

increasing consumer satisfaction which increases

consumer retention, lowers marketing costs, and

increases revenue. By increasing consumer

satisfaction with product quality, consumers will be

able to improve memory so that they are more likely

to refer potential buyers, while for companies will

increase the number of sales and generate lower

marketing costs because fixed costs tend not to

change at a certain level of sales (Kotler 2011).

Quality of service is the fulfillment of consumer

expectations or consumer needs that compares

results with expectations and determines whether

consumers have received quality service (Kotler

2011). Robert (2011) argues that the quality of

resident services has two dimensions. The first is the

process dimension, which is about how residents

receive services from the company, in this case

about what happens in the buyer-seller interaction.

The second dimension of results, specifically the

results of service transactions, concerns what buyers

feel in their interactions with service provider

companies. Service companies have increased their

market share competition based on on-time delivery,

i.e. when goods are received by consumers. For

development companies that produce homes, on-

time delivery is defined as when the house is handed

over to the consumer, which is called product

handover.

1.4 Digital Marketing

Since the beginning of 2000, information technology

has entered the mainstream market and further

developed into the so-called new wave technology.

New wave technologies enable connectivity and

interactivity between individuals and groups (Kotler,

2011). The new wave includes three main forces:

Digital Marketing Moderation on the Inﬂuence of Brand Awareness and Product Excellence on Buying Interest at PT. Parit Padang Global

Jakarta

283

cheap computers and mobile phones, cheap internet,

and open source.

Digital marketing is a form of direct marketing

that connects consumers with sellers electronically

using interactive technologies such as email,

websites, online forums and newsgroups, interactive

television, mobile communications, etc. (Kotler &

Armstrong, 2010). It facilitates many-to-many

communication due to its high level of connectivity

and is usually executed to promote products or

services in a timely, relevant, personal, and cost-

effective manner. (Bains, P., Fill, C., and Page,

2011). The purpose of digital marketing activities is

to promote a brand, build preferences, and increase

sales through various digital marketing techniques.

Various digital marketing activities include search

engine optimization (SEO), search engine marketing

(SEM), content marketing, influencer marketing,

content automation, campaign marketing, E-

Commerce marketing, social media marketing,

social media optimization, email direct marketing,

display advertising, e-books, optical discs, games,

and various other forms of digital media. The reason

for using digital marketing in this research is to find

out the extent of online commerce trends among

millennial teenagers today. Kotler and Keller (Arief

Adi S 2017), Buying interest can be interpreted as

consumer behavior in wanting a product based on

their experience in buying or choosing and

consuming a product they want. Kotler and Keller

(2016) suggest several factors that shape consumer

buying interest, especially the attitudes of others and

unexpected situational factors. When someone is in

the process of searching for the item they want, their

feelings will affect their desire to buy an item. The

feelings that occur at that time will determine

whether to buy or not when feelings of pleasure will

increase buying interest and vice versa. (Swastha

and Irawan 2012). In the economic and service

sectors, the development of internet technology is

also accompanied by the presence of e-commerce to

help the success of buying and selling transactions

of a company. E-commerce means marketing,

buying, or selling products and services using

electronic media, for example through the internet,

television, or other digital networks (Hamzah et al.,

2020). So, nowadays many companies and retailers

carry out various marketing strategies through the

internet, social media, and e-commerce websites. In

addition, along with the increasing number of sellers

in e-commerce, companies innovate by having

various sellers on special platforms, making it easier

to make buying and selling transactions and

companies do not need to spend capital to store

stock of goods to be sold. Based on the description

above, this study will be conducted to explain about

"digital marketing moderation on the influence of

brand awareness and product excellence on buying

interest at PT Parit Padang Global" because in the

current digital era digital marketing is very

influential on the sales of a product, therefore it is

necessary to promote products with their respective

styles and characteristics.

1.5 The Influence of Brand Awareness

on Digital Marketing

According to Hasbun and Ruswanty (2016: 3) Brand

awareness or brand awareness is a brand ability that

appears in customer memory when customers

assume about certain products and how often

products appear. According to Romaniuk, Wight,

and Faulkner (2007) "brand awareness is the

capacity of a particular customer to recognize or

remember that a particular brand belongs to a

particular product category". This means that brand

awareness is the capacity of customers to recognize

or remember what the brand provides from a

particular product. Brands have an important role to

play in improving consumer purchasing decisions.

The greater the level of customer understanding of a

brand the greater the ability of an industrial product

to be purchased by customers. Brand awareness is

strongly related to the presence of brand traces in the

minds of customers which results in the capacity of

customers to recognize (identify) brands in various

market conditions (O'Guinn, Allen, & Semenik,

2009). According to Ariyan (2013) in research

Andhini Wulan Saputri (2017: 31) Increasing

awareness is one way to enlarge the market.

Awareness also influences customer assumptions

and behavior. If the understanding is very small, it

can be determined that the brand equity is small. The

position of brand awareness in all brand equity

depends on how far a brand's level of understanding

is reached. Brand awareness measurement indicators

in this study refer to Durianto's (2004) theory

including: unaware of brand, brand recognition,

brand recall, top of mind. The hypothesis is stated as

follows:

Hypothesis 1: Brand Awareness affects Digital

Marketing.

1.6 The Effect of Product Excellence on

Digital Marketing

Product excellence is a corporate profit strategy that

works together to compete more effectively in the

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

284

marketplace. The use of competitive advantage can

have a positive impact on marketing performance

(Haji, and Arifin, 2017). Product excellence is also

known as a mediator of marketing performance in

the tourism industry of Jatim Park group

(Hidayatullah, S., Firdiansjah, A., Patalo, R. G., &;

Waris, 2019). This finding is in line with other

studies that show that competitive advantage can be

a mediator and positively affect marketing

performance on MSME export products in Malang

(Zaini, A., Hadiwidjojo, D., Rohman, F., and

Maskie, 2014). In general, it can be concluded that

product excellence is able to improve organizational

performance (Agha, S., Alrubaiee, L., and Jamhour,

2012) in line with opinions (Majeed, 2011).

Competitive advantage itself is influenced by several

variables, particularly product uniqueness and

product quality. According to Amelia (2021),

product excellence is the completeness of customer

integrity, which prioritizes the point of goods or

assistance to meet customer targets. The hypothesis

is stated as follows:

Hypothesis 2: Product Excellence affects Digital

Marketing.

1.7 The Influence of Buying Interest on

Digital Marketing

Buying interest is the willingness of consumers to

buy certain products under certain conditions.

Purchase intent is usually related to customer

behavior, perceptions, and attitudes. Shah et al.

(2012) show that purchase intent is a type of

decision-making regarding the reasons why

customers tend to buy a particular brand. From

digital marketing is very influential on increasing the

level of sales on a product, especially in the current

digital era e-commerce significantly increases

buying and selling activities because it makes it

easier for people to access information about the

products they want.

Hypothesis 3: Buying Interest influences Digital

Marketing

1.8 Moderation of Buying Interest Can

Strengthen or Weaken the

Influence of Brand Awareness on

Digital Marketing

In this sophisticated era, businesspeople in Indonesia

face great challenges in competing with large

companies. Therefore, businesspeople need to

continue to innovate to grow and develop their

business. One important step in this regard is to

implement an effective marketing strategy to

increase buying interest and remain competitive with

products from large companies. In addition, by

supporting and developing businesspeople, we can

also create more job opportunities for the

community. In this context, digital marketing is a

strategic key for businesses to increase their brand

awareness among consumers (Pasaribu et al. 2023)

Hypothesis 4: Brand awareness influences digital

marketing-moderated buying interest.

1.9 Moderation of Buying Interest Can

Strengthen or Weaken the

Influence of Product Excellence on

Digital Marketing

Product excellence is the perception of superior

value or superior value that is relatively attached to

the product to achieve competitive advantage.

Superior value can be seen from product quality and

technical matters that are in accordance with what is

expected and needed by consumers (Hadi, 2013).

With digital marketing, you can get important

information about the advantages of the product, so

that businesspeople can improve marketing

strategies. Using this method, businesspeople can

analyze what similar techniques are used by

competitors and do better than what they do.

Businesspeople can take advantage of this

opportunity to see the disadvantages and advantages

of competitors. The most important thing is an

increase in the number of product sales. Marketing

through social media makes it easier for

businesspeople to find consumers and provide

interesting information for potential customers. In

this way, potential customers will be interested in

buying the product.

Hypothesis 5: Product Excellence influences

digital marketing's moderate buying interest.

2 RESEARCH METHODS

This research is a type of quantitative research. The

data obtained is analyzed quantitatively. The nature

of this study is descriptive and aims to know the

characteristics of the market. Multiple linear

regression analysis is used as data analysis with the

intention to reveal the relationship between many

variables between one dependent variable and more

than one independent variable (Gani &; Amalia,

2015). This study had two independent variables

Digital Marketing Moderation on the Inﬂuence of Brand Awareness and Product Excellence on Buying Interest at PT. Parit Padang Global

Jakarta

285

(X), one dependent variable (Y), and one moderation

variable (Z).

3 RESEARCH RESULTS

From the results of research and literature review,

the author argues that there is a great opportunity in

the use of digital marketing to promote, from brand

awareness, product advantages can do everything

possible to promote, for example is to do live on

media facilities to compare competing products and

the advantages of the products demoed. This allows

customers to watch, thus increasing purchasing

power.

The results of the Reliability Test found that the

value of the Cronbach alpha coefficient was more

than 0.6 for the variables Brand Awareness, Product

Excellence, Digital Marketing, and Buying Interest.

As for the Validity Test for the items, all Brand

Awareness, Product Excellence, Digital Marketing,

and Purchase Interest statement items show valid

because the calculated r value is greater than the

table r value (the statement item shows valid). The

valid meaning is that all statement items that define

Brand Awareness, Product Excellence, Digital

Marketing, and Buying Interest can be measured.

3.1 Hypothetical Results

In PLS, testing of each relationship is done using a

simulation with bootstrapping method against the

sample. This test aims to minimize the problem of

abnormalities in the research data. The results of

testing with the Bootstrapping method from PLS

analysis are as follows:

4 CONCLUSION

This research provides evidence of digital marketing

moderation on the influence of brand awareness and

product excellence on buying interest. This study

has limitations, respondents in the sample are only

respondents of the consumers of PT. PPG. Research

recommends that detailing can lead to sales that

make it sustainable because of trust in consumers.

Brand Awareness and the influence of product

excellence, digital marketing, and moderate buying

interest are significant important factors in creating

trust and confidence in customers of every

transaction. Based on the results of the analysis that

has been carried out in this study, conclusions can be

drawn that brand awareness and product excellence

affect digital marketing and moderated buying

interest is significantly an important factor in

creating trust and confidence in customers every

transaction.

5 SUGGESTION

Discussion and conclusions based on the above

provide suggestions that are used as references and

considerations from this study: businesspeople must

remain committed to maintaining good trust given

directly by customers. The existence of digital

marketing can increase product sales revenue.

REFERENCES

Aaker, D. (1996). Measure brand equity across products

and markets. California Management Review, 38, 114-

115

Daughter. (2013). The Influence of Brand Expansion and

Product Quality on Dove Shampoo Purchasing

Decisions in Semarang. Diponegoro Journal of Social

Politics, 2 (4):1-6. Semarang

Ekawati, S., &; Aryadirda, Y. (2018). The influence of

brand image, brand awareness, and product quality on

the purchase decision of planetary popcorn products in

students of the Faculty of Economics, Tarumanagara

University, Jakarta. Journal of Economics, 20(3), 414–

427.

Ferdinand, A, 2014, Development of Interest in Buying

Extension Brand, Semarang: Diponegoro University

Publishing Board

Gofur, A. (2019). The effect of service quality and price

on customer satisfaction. Journal of Management and

Business Research (JRMB) Faculty of Economics

UNIAT, 4(1), 37–44.

Haji, S., Arifin, R., &; ABS, MK (2017). The influence of

entrepreneurial orientation, product innovation,

competitive advantage. Samsul Haji Roid Arifin M.

Khairul ABS, 6(2), 83–95.

Hasbun and Ruswanty. (2016). Comparison of Groups

Who See Ads with Brand Awareness of Purchase

Intent (Study of Commuter Line). Journal of Business

Studies, 2(1)

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

286

Hikmawati, D., &; Nuryakin, C. (2017). The existence of

modern retail and its impact on traditional markets in

DKI Jakarta. Indonesian Journal of Economics and

Development, Vol. 17 No. (2), pp. 195-208.

Mello, J.A. (2015). Strategic Human Resource

Management, 4th Edition. Stamford: Cengange

Learning.

Murhadi, T. (2019). The Influence of Brand Equity on

Lintasarta Net's Purchase Decision in Banda Aceh

City. Ilman Journal: Journal of Management Science,

Vol. 7, No. 1,

Pasaribu, Marta K N, Adinda Nadira Larasati, Daniel

Fernando Siahaan, and Berliana Manik. "Efforts to

Increase Sales in MSMEs Tahu Sumedang Putri Deli

Medan through Eco-Friendly Packaging Strategies and

Digital Marketing." Bima Abdi: Journal of

Community Service 3, no. 1: 57–67. 2023.

Pranata, I. W. D. R., &; Pramudana, K. A. S. (2018). The

role of brand awareness in mediating the relationship

between Oppo advertising and consumer purchase

intent. E-Journal of Management Udayana University,

7(10), 5230â€"5257.

Prinsa, DJ (2014). HR Planning & Development.

Bandung: Alfabeta.

Purwadisastra, &; Dikdik. (Journal of Economics and

Business). "Modern Conventional Retail Strategy in

Facing Competition during the Covid 19 Pandemic.

2014, Vol. 8 No. 1 February 2021.

Puspitasari, N. P. D., Nabillah, A. D., Bahari, R., Caksono,

N. D., &; Mustika. (2019). Application of Digital

Marketing Technology to Improve Tiwul Hawker

Marketing Strategy. Isaiah, 2(2), 165–171.

Rachmawati and Andjarwati. (2020). The Influence of

Brand Awareness and Brand Image on Purchasing

Decisions (Study of JNE Express Users in South

Surabaya). e-Journal of Business Economics and

Accounting.

Rudolf, E. F., Langner, T., Schmitt, B. H., & Geus, P.

(2006). Is brand forever? How brand knowledge and

relationships affect current and future purchases.

Product Journal &; Brand Management

Rusdiana. (2014). Operations management. Loyal Library:

Bandunghttps://doi.org/10.24843/ejmunud.2018.

v07.i10.p02

Samad, A. (2013). The influence of product quality and

brand image on purchasing decisions (Study of the

Nature of the Consumer Republic in Surabaya City).

Journal of Chemical Information and Modelling,

53(9), 1689–1699

Santoso, S. B. (2013). Analysis of the Effect of Price,

Product Quality, Product Differentiation, Service

Quality and Promotion on purchasing decisions (case

study on consumers of Larissa Aesthetic Center

Semarang). Diponegoro Management Journal.

Sekaran, United States, &; Bougie, R. (2013). Research

Methods for Business. In Skill-Building Approaches

(Seventh Edition, pp. 237–266). Chichester: Wiley.

Sudirga, R. S. (2017). Factors that determine the increase

in retail business in Indonesia. Journal of Applied

Business and Management, Vol 10 No.2, pp, 138-150.

Syed Saad Hussain Shah, Jabran Aziz, Ahsan raza Jaffari,

Sidra Waris, Wasiq Ejaz, Maira Fatima and Syed

Kamran Sherazi. 2011. Brand Impact on Consumer

Purchase Intent. Iqra University, Islamabad Campus,

Pakistan

Wijaya, I. K. (2018). 2018. The Effect of Job Satisfaction

on Consumer Performance CV Bukit Sanomas, Agora,

Vol. 6 No. (2).

Digital Marketing Moderation on the Inﬂuence of Brand Awareness and Product Excellence on Buying Interest at PT. Parit Padang Global

Jakarta

287