Journal of Economics and Business

ISSN 2615-3726 (Online)

ISSN 2621-5667 (Print)

Published: 22 December 2020

Can Digital Technology Really Contributes to Purchase Power? The Case of Digital Hospitality Application by Finnet Indonesia Corp

Dian Yuliawati, Dwi Sunu Kanto, Noverdi Bross

Trilogi University, Indonesia

Download Full-Text Pdf


Pages: 1645-1653

Keywords: Brand Image, Digital Technology, Purchasing Power, Price


Every producer always tries to achieve the goals and objectives through the products they produce. The resulting product can be sold or purchased by the end consumer at a price level that provides long-term corporate profits. It is in this framework that each producer must think about marketing its products, long before the product is produced until the product is consumed by the end consumer. This study aims to find out the effect of Brand Image and Price on the Purchasing Power of Property which is mediated by Digital Technology. This study used 91 respondents who were tenants of the Premium Cluster Apartments who used digital technology applications. This study uses Brand Image and Price as independent variables, Digital Technology as a mediating variable, and Purchasing Power as the dependent variable. Data obtained using a questionnaire and processed and analyzed using path analysis techniques. The results show that Brand Image has a positive and significant effect on Digital Technology, Price has a positive and significant effect on Digital Technology, Digital Technology has a significant effect on Purchasing Power, Brand Image has a positive and significant effect on Purchasing Power, Price has a significant effect on Purchasing Power, Digital Technology has a significant positive effect on mediating between Brand Image on Purchasing Power, Digital Technology mediates between Price and Purchasing Power.


  1. Assael, H. (1989). Consumer Behavior and Marketing Action (6th Ed). New York: International Thomson Publishing.

  2. Barczak, G. (1994). Gaining Superior Performance of New Products in the Telecommunications Industry. Journal of Business & Industrial Marketing, 9 (4), 19-32.

  3. Boyd, T. C., & Mason, C. H. (1999). The Link between Attractiveness of “Extrabrand” Attributes and the Adoption of Innovations. Journal of the Academy of Marketing Science, 27 (3), 306-319.

  4. Calantone, R. J., Benedetto, C. A. D., & Divine, R. (1993). Organizational, Technical and Marketing Antecedents for Successful New Product Development. R&D Management, 23 (4), 337-351.

  5. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24 (3), 25-40.

  6. Colgate, M. (1998). Creating Sustainable Competitive Advantage through Marketing Information System Technology: A Triangulation Methodology within The Banking Industry. International Journal of Bank Marketing, 16 (2), 80-89.

  7. Collin, J., Hiekkanen, K., Korhonen, J. J., Helen, M., Itala, T., & Helenius, M. (2015). IT Leadership in Transition - The Impact of Digitalization on Finnish Organization. Department of Computer Science, Aalto University (pp. 1-121). Espoo, Finland.

  8. Cooper, R. G., & Kleinschmidt, E. J. (2000). New Product Performance: What Distinguishes the Star Products. Australian Journal of Management, 25 (1), 17-46.

  9. Dewa, N. K. (2009). Analysis of The Influence of Product Quality, Promotion Attraction and Price on Buying Interest (StarOne Case Study in Central Jakarta Area) (unpublished master’s thesis). School of Postgraduate, Diponegoro University, Semarang.

  10. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations. Journal of Marketing Research, 28 (3), 307-319.

  11. Ghanimata, F., & Kamal, M. (2012). Analysis of The Influence of Price, Product Quality, And Location on Purchase Decisions (Study on Milkfish Product Buyers Juwana Elrina Semarang). Diponegoro Journal of Management, 1 (2), 1-10.

  12. Grabner-Krauter, S., & Kaluscha, E. A. (2003). Empirical Research in On-line Trust: A Review and Critical Assessment. International Journal of Human-Computer Studies, 58 (6), 783-812. http://10.1016/S1071-5819(03)00043-0

  13. Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice-Hall, Inc.

  14. Khan, S. (2016). Leadership in The Digital Age – A Study on The Effects of Digitalization on Top Management Leadership (unpublished master’s thesis). Faculty of Social Sciences, Stockholm Business School, Sweden.

  15. Kinnear, T. C., & Taylor, J. R. (1995). Marketing Research: An Applied Approach. New York: McGraw Hill.

  16. Kotler, P. (2005). Marketing Management (11thEd). Canada: Prentice Hall.

  17. Kotler, P., & Armstrong, G. (2001). Principles of Marketing. Canada: Prentice Hall.

  18. Mittal, V., Kumar, P., & Tsiros, M. (1999). Attribute-Level Performance, Satisfaction, and Behavioral Intentions Over Time: A Consumption System Approach. Journal of Marketing, 63 (2), 88-101.

  19. Moorman, C. (1995). Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes. Journal of Marketing Research, 32 (3), 318-335.

  20. Saidani, B., & Ramadhan, D. R. (2013). The Influence of Advertising and Product Attributes on Purchase Decision on The Samsung Galaxy Series Smartphone (Surveys on Samsung ITC Roxy Mas customers). Management Science Research Indonesian Journal, 4 (1), 53-73.

  21. Sulistyo, H. (2017). Relationship between Quality and Customer Satisfaction in Forming Consumer Purchase Intention: A Study on Four Service Industries in Semarang. Business Strategy Journal, 4 (1), 8-24.

  22. Suparyanto & Rosad. (2015). Marketing Management in Media. Business and Management Research Journal, 6 (3), 241-258.

  23. Tjiptono, F., & Chandra, G. (2012). Service, Quality, Satisfaction. Jogjakarta: Andi Offset.

  24. Walukow, A. L. P., Mananeke, L., & Sepang, J. (2014). Influence of Product Quality, Price, Promotion, and Location on Consumer Purchase Decisions at Bentenan Center Sonder Minahasa. Journal of Economic, Management, Business and Accounting Research, 2 (3), 1737-1749.

About Us

The Asian Institute of Research is an online and open-access platform to publish recent research and articles of scholars worldwide. Founded in 2018 and based in Indonesia, the Institute serves as a platform for academics, educators, scholars, and students from Asia and around the world, to connect with one another. The Institute disseminates research that is proven or predicted to be of significant influence for the general public.

Contact Us

Please send all inquiries to the email:

Business Address:

5th Floor, Kavling 507, Fajar Graha Pena Tower, Jl. Urip Sumohardjo No.20, Makassar, Indonesia 90234

Copyright © 2018 The Asian Institute of Research. All rights reserved

Stay Connected

  • Instagram - Black Circle
  • Facebook - Black Circle
  • LinkedIn - Black Circle