Digital Marketing and Brand Image as Determinants of Purchase Intention: An Empirical Investifation of Janji Jiwa Coffee Shop Consumers in Pontianak

Abstract

Mounting competition within the Indonesian coffee shop sector has compelled businesses to rethink their marketing approaches and invest in strategies that sustain consumer purchase intention. This article reports a quantitative investigation into how digital marketing and brand image jointly predict purchase intention among patrons of Janji Jiwa Coffee Shop in Pontianak, West Kalimantan. Rooted in the Stimulus-Organism-Response (S-O-R) framework and Ajzen's Theory of Planned Behavior, the study collected data from 100 purposively selected respondents using a structured questionnaire administered at the Jl. Purnama 1 outlet between January and February 2026. Hypotheses were tested through Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0. Measurement quality was confirmed by outer loadings above 0.70, AVE values exceeding 0.50, composite reliability above 0.90, and HTMT ratios below 0.90 across all constructs. Structural model results show that digital marketing yields the strongest effect on purchase intention (β = 0.546, t = 5.629, p < 0.001), with brand image contributing a meaningful secondary influence (β = 0.389, t = 4.102, p < 0.001). Together, these two variables account for 71.2% of the variance in purchase intention (R² = 0.712), and cross-validated redundancy analysis confirms adequate predictive relevance (Q² = 0.483). The study offers theoretically grounded and practically relevant insights for local coffee shop operators aiming to build stronger consumer connections through coordinated digital and brand-building efforts.