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October 15, 2025International Journal of Business and Applied Economics

Analysis of the Role of Brand Equity, Digital Marketing and Word of Mouth, as a Strategy to Improve Purchase Decisions at Nesaifah Boutique

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Authors

AFArkhas FarkhaniTHTotok HaryantoHAHerni Justiana Astuti

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Overview

Observational analysis shows word of mouth and brand equity significantly improve purchase decisions, indicating effective marketing strategies.

Key Points

  • Purchasing decisions are positively influenced by word of mouth and brand equity at Nesaifah Boutique.
  • The analysis showed significant effects of brand equity and word of mouth on purchasing decisions, while digital marketing was ineffective.
  • Structural Equation Modeling was employed to analyze the relationships among brand equity, digital marketing, and word of mouth.
  • The findings highlight the importance of word of mouth and brand equity for enhancing customer purchase decisions at boutiques.

Cite This Study

Farkhani et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567c5https://doi.org/10.55927/ijbae.v4i5.264
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