The Impact of Marketing, Brand Perception, and Engagement on Purchase Intentions

Abstract

This study investigates the influence of customer knowledge, celebrity endorsement, product packaging, digital marketing, and brand image on purchase intention, mediated by perceived value. With the rapid transformation of consumer behavior through digital marketing and influencer-driven platforms, understanding how these marketing elements shape purchase decisions is critical. The study builds upon the Stimulus-Organism-Response (S-O-R) model and Consumer Decision-Making Theory to explore the growing importance of experiential over rational drivers in modern commerce. The study employed a 5-point Likert scale, and data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to test mediation and direct effect hypotheses. Results show that digital marketing (β = 0.41, p < 0.001), brand image (β = 0.17, p = 0.019), and perceived value (β = 0.70, p < 0.001) significantly impact purchase intention. Perceived value mediates the relationship between customer knowledge, packaging, celebrity endorsement, and digital marketing with purchase intention. Customer knowledge had a comparatively weaker effect (β = 0.21, p = 0.003), emphasizing emotional over informational engagement. This research contributes to marketing literature by integrating emotional, experiential, and branding variables into a unified model. It offers strategic insights for businesses to leverage digital engagement, authenticity, and perceived value for boosting consumer purchase intention in the digital economy.