Purchase intention predicting factors in Indonesian fashion brands

Article Sidebar

PDF (Bahasa Indonesia)
Published: May 30, 2022
DOI: https://doi.org/10.28932/jmm.v21i2.4329
Keywords:
customer engagement, customer perceived value, digital marketing, purchase intention customer engagement, customer perceived value, digital marketing, purchase intention

Main Article Content

Clarence Clarence
Universitas Tarumanagara
Keni Keni
Universitas Tarumanagara

Abstract

Consumer buying intentions can be predicted by digital marketing, customer engagement, and customer perceived value. This study aims to empirically test digital marketing, customer engagement, and customer perceived value, as well as brand preference in mediating customer perceived value on purchase intention. In this study, the sample collected was 217 respondents. Data were collected and distributed by online questionnaires using Google form and data analysis of this research uses PLS-SEM method. The result shown by this study shows digital marketing and customer engagement can predict purchase intention. Furthermore, customer perceived value cannot predict purchase intention directly, but customer perceived value can predict consumer purchase intention through brand preference. The results of this study are expected to be able to help companies to make the right marketing strategies by taking into account the factors that can predict consumer buying intentions.

Downloads

Download data is not yet available.

Article Details

How to Cite
Clarence, C., & Keni, K. (2022). Purchase intention predicting factors in Indonesian fashion brands. Jurnal Manajemen Maranatha, 21(2), 91–100. https://doi.org/10.28932/jmm.v21i2.4329
Issue
Vol. 21 No. 2 (2022): Jurnal Manajemen Maranatha
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

References

Aziz, M. A., & Ahmed, M. A. (2021). Examining antecedents of customer engagement: The role of customer engagement towards driving purchase intention of fashion apparel brands. Foundation University Journal of Business and Economics, 6(1), 147-168. https://fui.edu.pk/fjs/index.php/fujbe/article/view/441/167

Corkum, C., Lie, C. X., Crish, J., Jobb, D., & Adreew, J. (2021). Mobile apps: Customer engagement, brand equity, and purchase intention. Review of Business, Accounting, & Finance, 1(2), 215-232 https://fortunepublishing.org/index.php/rbaf/article/view/23/11

Cuong, D. T. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939

Dastane, O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, 10(1), 142-158. https://doi.org/10.18488/journal.1006.2020.101.142.158

Garson. (2016). Partial least squares: Regression & structural equation models. Statistical Publishing Associates

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. Pearson Education

Kaihatu, T. (2020). Purchase intention of fashion product as an impact of digital marketing, mediated by customer engagement in the Generation Z. Jurnal Manajemen Pemasaran, 14(2), 61-66. https://jurnalpemasaran.petra.ac.id/index.php/mar/article/download/23068/20173

Karuppiah, G. (2020). An empirical study on the impact of digital marketing on purchase intention among teenagers in Madurai city. Journal of Emerging Technologies and Innovative Research, 7(2), 157-163. https://www.jetir.org/papers/JETIRDM06028.pdf

Katadata. (2020). Produk terlaris belanja online selama pandemi. https://databoks.katadata.co.id/datapublish/2020/07/03/produk-terlaris-belanja-online-selama-pandemi#

Lamboan, L. K. (2017). Analisa pengaruh persepsi kualitas, persepsi harga dan persepsi nilai terhadap niat beli konsumen dalam kain tradisional. Jurnal Berkala Ilmiah Efisiensi, 17(1), 100-112. https://ejournal.unsrat.ac.id/index.php/jbie/article/view/14907

Malhotra, N. K. (2015). Essentials of marketing research: A hand-on orientation. Pearson Education

Maria, I., Wijaya, V., & Keni, K. (2021). Pengaruh information quality dan service quality terhadap perceived value dan konsekuensinya terhadap customer engagement behavior intention (Studi pada social commerce Instagram). Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(2), 321-334. https://doi.org/10.24912/jmieb.v5i2.12276

Muazimah, A., & Rani, F. (2020). Pengaruh fast fashion terhadap budaya konsumerisme dan kerusakan lingkungan di Indonesia. Jurnal Online Mahasiswa, 7(2), 1-15. https://jom.unri.ac.id/index.php/JOMFSIP/article/view/28344

Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113-1120. http://ir.lib.seu.ac.lk/handle/123456789/4351

Porral, C., & Mangin, J. P. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23(2), 90-95. https://doi.org/10.1016/j.iedeen.2016.10.001

Putra, T. W., & Keni, K. (2020). Brand experience, perceived value, brand trust untuk memprediksi brand loyalty: Brand love sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 184-193. https://doi.org/10.24912/jmieb.v4i1.7759

Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences. Holt, Rinehart and Winston

Satyawati (2017). Wow, ternyata begini trend fashion indonesia dari masa ke masa. https://www.beautynesia.id/berita-fashion/wow-ternyata-begini-trend-fashion-indonesia-dari-masa-ke-masa/b-106737

So, K. K., King, C., & Sparks, B. (2012). Customer engagement with tourism brands. Journal of Hospitality & Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456

Tumer, M., Aghaei, I., Eddine, Y., & Öney, E. (2019). The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish Airline market. Journal of Research in Emerging Markets, 1(4), 55-68. https://doi.org/10.30585/jrems.v1i4.344

Vachet, F., Lombart, C. & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: The mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707-725. https://doi.org/10.1108/IJRDM-09-2019-0315

Vinh, T. T., & Huy, L. V. (2016). The relationships among brand equity, brand preference, and purchase intention: Empirical evidence from the motorbike market in Vietnam. International Journal of Economics and Finance, 8(3), 75-84. https://doi.org/10.5539/ijef.v8n3p75

Wang, E. S. T. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, 117(2), 553-564. https://doi.org/10.1108/bfj-09-2013-0260

Yuan, C., Wang, S., & Yu, X. (2020). The impact of food traceability system on consumer perceived value and purchase intention in China. Industrial Management & Data System, 120(4), 810-824. https://doi.org/10.1108/IMDS-09-2019-0469

Yuvaraj, S., & Indumati, R. (2018). Influence of digital marketing on brand building. International Journal of Mechanical Engineering and Technology, 9(7), 235-246. https://iaeme.com/MasterAdmin/Journal_uploads/IJMET/VOLUME_9_ISSUE_7/IJMET_09_07_027.pdf

Zulfikar, R., & Mayvita, P. A. (2018). The relationship of perceived value, perceived risk, and level of trust towards green products of fast moving consumer goods purchase intention. Journal of Accounting and Management, 15(2), 85-97. http://dx.doi.org/10.31106/jema.v15i2.838