Enhancing Brand Identity and Purchase Intention through Digital Marketing Strategy
DOI:
https://doi.org/10.47329/jurnalmbe.v12i1.1721Keywords:
digital marketing, brand identity, purchase intention, SOR model, MSMEAbstract
Addressing the limited empirical evidence on the "zero-to-one" digital transition of micro-scale vendors, this study aims to analyze the implementation of a digital marketing strategy at Uda Denai Juice and its effectiveness in strengthening brand identity and stimulating purchase intention. Using a qualitative case study design and the Stimulus-Organism-Response (SOR) model, data were gathered through semi-structured interviews with the owner and consumers, field observations, and Instagram analytics. Data validity was ensured through technique triangulation. Results indicate that a structured digital system significantly enhanced professional visibility, recording 28,546 views and a reach of 19,592 unique accounts, where 85.7% of engagement originated from non-followers. Qualitative findings reveal that consistent, professional visual content effectively increased consumer trust and brand love, which subsequently drove purchase intention. This study concludes that for micro-enterprises, a well-planned digital strategy is a deterministic factor in building emotional connections. The implications suggest that micro-scale businesses can achieve sustainable resilience by prioritizing a professional digital identity to penetrate new markets independently.
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Tarhan, M., & Dursun, Y. (2024). A literature review on social media marketing activities. Turkish Journal of Marketing, 9(1), 1–16. https://www.tujom.org/index.php/1/article/view/193
Utomo, S. B., Nugraha, J. P., Wahyuningsih, E. S., Indrapraja, R., & Panjaitan, F. A. B. K. (2025). Effectiveness of integrated digital marketing communication strategies in building MSME brand awareness through social media. Jurnal Sistim Informasi dan Teknologi, 5(4), 311–320. https://jsisfotek.org/index.php/JSisfotek/article/view/311
Zukari, R. P. A., & Aryanto, R. (2025). The influence of digital marketing strategy in the development of MSMEs on economic growth (Case study in Jakarta). Journal of World Science, 4(1), 25–34. https://jws.rivierapublishing.id/index.php/jws/article/view/1287
Albani, A. (2024). Marketing Strategy for MSME Products Through Digital Marketing (Case Study of Ayam Penyet Umi). Journal of Sharia Business Management. 1(2), 10-18.
Belina, A. (2022). Semi-structured interviewing as a tool for understanding informal civil society. Policy Press, 14(2), 331–347. https://doi.org/10.1332/204080522X16454629995872
Charissa, A. N. (2025). Social media marketing strategy through Instagram and Facebook for MSMEs in Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4), 1–10. https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/6631
Ekasari, S., Sembiring, H. M. R. U., & Yulianti, E. B. (2025). Digital marketing strategy: The effectiveness of social media in attracting new customers. International Journal of Financial Economics, 3(2), 112–121. https://ijefe.my.id/index.php/economic/article/view/167
Elango, D., & Sithambalam, Y. (2025). Social Media Analytics: Analyzing User Engagement and Marketing Strategies across Popular Platforms. Journal of Research Management, 8(1), 1-15. https://doi.org/10.5281/jrm.v8i1.98
Elsaman, H. A., El-Bayaa, N., & Kousihan, S. (2022). Measuring and Validating the Factors Influenced the SME Business Growth in Germany—Descriptive Analysis and Construct Validation. Data, 7(11), 158. https://doi.org/10.3390/data7110158
Firdhi, A. B., Carolina, C., Apriyandi, A., & Lestary, R. T. (2025). Assistance in creating an e-commerce marketplace for the NR Bahari Dendeng MSME in Sidamukti Village, Sukaresmi District, Pandeglang Regency. Aksi Kita: Journal of Community Service, 1(4), 770–779.
Hadinata, S. (2025). Utilization of digital marketing in the development of MSMEs in the era of digital technology. Interkoneksi: Journal of Computer Science and Digital Business, 1(1), 1–8. https://interkoneksi.my.id/index.php/i/article/view/5
Huda, N., Fitriyah, R., Hajar, H., Farid, S., & Arofah, V. (2025). Unique and attractive digital marketing strategies for MSMEs in Indonesia. Journal of Economics and Social Sciences (JESS), 4(2), 85–94. https://journal.civiliza.org/index.php/jess/article/view/1007
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lady, L., Meilani, L., Cuandra, F., & Na, B. (2024). Exploring the influence of the 'Korean Wave' on brand loyalty: The moderating role of product type. Asian Management and Business Review, 1(2), 394–412. https://doi.org/10.20885/AMBR.vol4.iss2.art14
Lady, L., Shevia, S., Melsen, F., Purwianti, L., & Changbo, L. (2025). Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model : The Moderating Role of Gender. Jurnal Manajemen Bisnis, 16(2), 373-394. https://journal.umy.ac.id/index.php/mb/article/view/25591
Lestari, R. B., Sulastri, M., Shihab, M. S., & Andriana, I. (2024). Social media marketing and its impact on SMEs’ business performance. KnE Social Sciences, 9(14), 124–135. https://kneopen.com/kne-social/article/view/16121
Lindiani, I. R., Fauzan F., & Indah N. (2024). Analysis of MSME Coffee Shop Business Promotion Strategies Using Social Media: A Case Study: Triple Seven Pangkalpinang. Jurnal Bintang Manajemen, 2(2), 75–93. https://doi.org/10.55606/jubima.v2i2.3061
Merinda, K., Krissanjaya, P. F., Hasan Basri, M., & Apriansyah, R. (2025). Digital marketing strategy and its impact on MSME growth in Indonesia: A systematic literature review. In Proceedings of the International Conference on Economics, Management, and Business (ICEMAB 2025). Atlantis Press. https://www.atlantis-press.com/proceedings/icemab-25/126019660
Mujiatun, S. (2021). Promotional Strategies for MSME Traders to Increase Income During the COVID-19 Pandemic (Case Study of Environmental MSMEs at Muhammadiyah University). Proceedings: National Entrepreneurship Seminar. 2(1), https://jurnal.umsu.ac.id/index.php/snk/article/view/8456
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi revisi). PT Remaja Rosdakarya.
Naura, S. (2021). The role of visual content in digital marketing communication. Indonesian Journal of Communication Studies, 5(2), 98–107.
Nurhasanah, A., & Sukardi, Y. O. (2024). Peran digital marketing dalam pertumbuhan UMKM di Indonesia: A systematic literature review. JABIPRENEUR: Jurnal Bisnis dan Kewirausahaan, 6(1), 45–56. https://ejournal.iwu.ac.id/index.php/jabipreneur/article/view/142
Prasetya, F. A., Silmi, K. G., Hikmawati, K. A., & Purwanitasari, L. (2024). Analysis of the effectiveness of e-marketing strategies in increasing brand awareness in FMCG MSMEs. Maneggio: Jurnal Ilmiah Manajemen, 7(2), 210–222. https://nawalaeducation.com/index.php/MJ/article/view/1185
Sari, N. (2025). Effective Marketing Strategies for MSMEs in the Digital Era. Journal of Educational and Social Sciences (JIPSI). 4(1), 1-18.
Sudarsono, S., & Yusuf, R. (2025). The importance of digital marketing as an MSME marketing strategy: A literature review. West Science Journal Economic and Entrepreneurship, 1(11), 1–9. https://wsj.westsciences.com/index.php/wsee/article/view/359
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: CV. Alfabeta.
Tarhan, M., & Dursun, Y. (2024). A literature review on social media marketing activities. Turkish Journal of Marketing, 9(1), 1–16. https://www.tujom.org/index.php/1/article/view/193
Utomo, S. B., Nugraha, J. P., Wahyuningsih, E. S., Indrapraja, R., & Panjaitan, F. A. B. K. (2025). Effectiveness of integrated digital marketing communication strategies in building MSME brand awareness through social media. Jurnal Sistim Informasi dan Teknologi, 5(4), 311–320. https://jsisfotek.org/index.php/JSisfotek/article/view/311
Zukari, R. P. A., & Aryanto, R. (2025). The influence of digital marketing strategy in the development of MSMEs on economic growth (Case study in Jakarta). Journal of World Science, 4(1), 25–34. https://jws.rivierapublishing.id/index.php/jws/article/view/1287
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2026-03-31
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