The Impact of Endorsements and Digital Promotions on Purchase Decisions ediated by Brand Awareness: A Study of GrabFood Users in Cianjur

Abstract

Competition in the online food delivery sector requires platforms to understand how digital marketing strategies influence purchasing decisions, particularly in non-metropolitan areas. This study aims to analyze the impact of endorsements and digital promotions on purchasing decisions, with brand awareness serving as a mediating variable, among GrabFood users in Cianjur City. This quantitative causal study employed a five-point Likert scale questionnaire administered to 151 purposively selected respondents; data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) via SmartPLS 3. The results indicate that endorsements (β = 0.225) and digital promotions (β = 0.596) have a positive and significant effect on brand awareness. Endorsements (β = 0.205), digital promotions (β = 0.190), and brand awareness (β = 0.510) also positively and significantly influence purchasing decisions. Brand awareness partially mediates the effects of endorsements (β = 0.114) and digital promotions (β = 0.304) on purchasing decisions. The model explains 58.3% of the variance in brand awareness and 66.5% of the variance in purchasing decisions. It is recommended that GrabFood prioritize digital promotions that build brand awareness, selectively choose endorsers—including local ones—and integrate both elements into an integrated marketing strategy.