eprintid: 9053
rev_number: 10
eprint_status: archive
userid: 2098
dir: disk0/00/00/90/53
datestamp: 2024-09-03 07:49:43
lastmod: 2024-09-03 07:49:43
status_changed: 2024-09-03 07:49:43
type: article
metadata_visibility: show
contact_email: repository@staff.ukdw.ac.id
creators_name: , Singgih Santoso
creators_name: , Natasha Bunga Arindaputri
creators_id: 0510046401
creators_id: 13200063
title: ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION AND BRAND LOYALTY IN UNIQLO APPAREL PRODUCTS
ispublished: pub
subjects: H1
subjects: HB
subjects: HD28
subjects: HF
divisions: ar_non_ukdw
full_text_status: public
keywords: Digital marketing, brand image, price
perception, purchase intention, brand
loyalt
abstract: Nowadays online shopping industry is growing rapidly, and social media platforms are a major part of  promotional  activities  for  many  companies  in  Indonesia.  The  research  aims  to  examine  the relationship  between  price  perception,  brand  image  and  digital  marketing  variables  and  purchase intention and brand loyalty. Design research is a quantitative research using a survey method with a questionnaire;  the  sampling  technique  is  purposive  random  sampling.  Using  a  structural  equation modeling  approach  with  AMOS  software  and  303  respondents,  results  show  that  price  perception corporate  image,  and  digital  marketing  promotion  activities  have  significant  and  positive  effects  on purchase intention, while brand image does not directly have a significant effect on purchase intention. Furthermore, purchase intention has a significant effect on brand loyalty.
date: 2023-06-12
publication: INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE
volume: 12
number: 4
publisher: SSBFNET- Strategic Studies in Business and Finance Editorial Office: School of Business, IMU, Kavacik, Istanbul, Turkey
pagerange: 57-65
id_number: doi:10.20525/ijrbs.v12i4.2612
refereed: TRUE
issn: 2147- 4478
official_url: https://doi.org/10.20525/ijrbs.v12i4.2612
citation:   Singgih Santoso and Natasha Bunga Arindaputri  (2023) ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION AND BRAND LOYALTY IN UNIQLO APPAREL PRODUCTS.  INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE, 12 (4).  pp. 57-65.  ISSN 2147- 4478     
document_url: https://katalog.ukdw.ac.id/9053/1/Analysis%20of%20the%20influence%20of%20digital%20marketing.pdf