Faktor untuk memprediksi purchase intention pada brand fashion Indonesia

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Diterbitkan: May 30, 2022
DOI: https://doi.org/10.28932/jmm.v21i2.4329
Kata Kunci:
customer engagement, customer perceived value, digital marketing, purchase intention customer engagement, customer perceived value, digital marketing, purchase intention

Isi Artikel Utama

Clarence Clarence
Universitas Tarumanagara
Keni Keni
Universitas Tarumanagara

Abstrak

Niat beli konsumen dapat diprediksi oleh digital marketing, customer engagement, dan customer perceived value. Penelitian ini bertujuan untuk menguji secara empiris digital marketing, customer engagement, dan customer perceived value, serta brand preference dalam memediasi customer perceived value terhadap purchase intention. Sampel dalam penelitian ini sebanyak 217 orang responden. Pengumpulan data dilakukan dengan menyebarkan kuesioner online melalui Google form dan diolah dengan metode PLS-SEM. Hasil dari penelitian menunjukkan digital marketing dan customer engagement dapat memprediksi purchase intention. Lebih lanjut, customer perceived value tidak dapat memprediksi niat beli secara langsung, namun customer perceived value dapat memprediksi niat beli konsumen melalui brand preference. Hasil dari penelitian ini diharapkan mampu membantu perusahaan untuk membuat strategi pemasaran yang tepat dengan memerhatikan faktor-faktor yang dapat memprediksi niat beli konsumen.

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Cara Mengutip
Clarence, C., & Keni, K. (2022). Faktor untuk memprediksi purchase intention pada brand fashion Indonesia. Jurnal Manajemen Maranatha, 21(2), 91–100. https://doi.org/10.28932/jmm.v21i2.4329
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Vol 21 No 2 (2022): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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