Analysis of Brand Image Factors as a Mediation of the Influence of Product Quality and Digital Marketing on Purchase Decisions: Conceptual Review

This study examines the mediating function of brand image in the connections between product quality, digital marketing, and customer purchase intention. It employs a systematic conceptual framework: it curates literature from various pertinent sources to construct and evaluate the conceptual model. Findings demonstrate that product quality and digital marketing directly influence customers’ purchasing decisions; however, inconsistencies identified in previous studies warrant additional mediation analysis. The research indicates that brand image functions as a mediator, bridging the relationship between product quality and digital marketing, thereby offering an enhanced framework for understanding their interaction. The originality of the current study resides in the examination of brand image as a mediator, which has not been previously explored in this particular context. This research’s findings have substantial practical significance for firms, especially MSMEs in competitive settings, which should enhance their brand image strategy. Utilizing brand image to establish trust, foster loyalty, and influence purchasing decisions. This work advances the formulation of more precise marketing strategies, which can significantly influence consumer perceptions in the digital era.