Analysis of the influence of digital marketing, brand image, and price perception on purchase intention and brand loyalty in Uniqlo apparel products

Natasha Bunga Arindaputri and Singgih Santoso
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Natasha Bunga Arindaputri: Faculty of Business, Duta Wacana Christian University, Yogyakarta, Indonesia
Singgih Santoso: Duta Wacana Christian University, Yogyakarta, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 4, 57-65

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. Key Words:Digital marketing, brand image, price perception, purchase intention, brand loyalty

Date: 2023
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