ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION AND BRAND LOYALTY IN UNIQLO APPAREL PRODUCTS

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

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Official URL: https://doi.org/10.20525/ijrbs.v12i4.2612

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.

Item Type:	Article
Uncontrolled Keywords:	Digital marketing, brand image, price perception, purchase intention, brand loyalt
Subjects:	H Ilmu Sosial > H Ilmu-ilmu Sosial (Umum) H Ilmu Sosial > HB Teori Ekonomi H Ilmu Sosial > HD Industri. Pemanfaatan Lahan. Buruh > HD28 Manajemen. Manajemen Industri H Ilmu Sosial > HF Perdagangan
Divisions:	Artikel (Luar UKDW)
Depositing User:	Beatrix Stefany
Date Deposited:	03 Sep 2024 07:49
Last Modified:	03 Sep 2024 07:49
URI:	http://katalog.ukdw.ac.id/id/eprint/9053

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