The Influence Of Website Marketing, Product Quality, And Perception Price On The Brand Image Of Armada Digicard

Abstract

This study is motivated by the suboptimal Brand Image of Armada Digicard, a digital
printing business, despite the company’s competitive pricing advantage, which has not
been supported by consistent product quality and optimal Website Marketing. This study
aims to analyze the influence of Website Marketing, product quality, and perception price
on the Brand Image of Armada Digicard, referring to the theories of Brand Image, Website
Marketing, product quality, and perception price as the theoretical and literature
foundation. This research employs a quantitative method with a Structural Equation
Modelling approach based on Partial Least Square (SEM-PLS) using SmartPLS 3.0
software. Primary data were collected through a Likert-scale questionnaire from 165
respondents selected using purposive sampling, complemented by interviews and literature review as supporting data. The results show that Website Marketing, product quality, and
perception price each have a positive and significant effect on Brand Image, with Website
Marketing being the strongest contributor. Together, the three variables explain 77.9% of
the variance in Armada Digicard’s Brand Image. It can be concluded that improving
website management, product quality consistency, and price-information transparency can
strengthen Armada Digicard’s Brand Image.