The Effect of Digital Marketing and Brand Image on Purchase Intention
Keywords:
Digital Marketing, Brand Image, Purchase IntentionAbstract
The covid-19 pandemic has brought changes to consumer behaviour, a change behaviour in purchasing a fashion product is one of many cases, with the result that companies set strategies to keep their business running properly. This study focuses in examining the effect of Digital Marketing and Brand Image on consumer interest to Footstep Footwear shoes and sandals products in Bandung City during the Covid-19 pandemic. Digital Marketing is related to online marketing through social media for online sales communication management line. In addition, Brand Image is related to the quality trust, superiority and uniqueness of the product that could attract consumers to purchase. The data for this study were obtained through questionnaires distributed to Footstep Footwear consumers via Google Form. 164 questionnaires total have been filled out. The result of the research hypothesis shows that digital marketing has a positive effect on consumer intention to purchase Footstep Footwear product and the Brand Image has a positive effect on consumer intention in Footstep Footwear product. The implication of this research is that Footstep Footwear must develop further digital marketing strategies, with the result that it can attract consumer interest to purchase and build a Brand Image of Footstep Footwear shoes and sandals.
Downloads
References
Mulyansyah, G. and R. Sulistyowati, The Influence of Social Media-Based Digital Marketing on Culinary Purchase Decisions in the G-Walk Area of Surabaya. Commercial Administration Education, 9(1), 1097-1103. 2020.
Tumitit, A.A., Volunteer Probation Assistants' Awareness of Functions and Problems encountered alongside Probation and Parole Officers. International Journal of Criminal Justice Sciences, 2020. 15(1): p. 142-156.
Dabas, S., S. Sharma, and K. Manaktola, Adoption of digital marketing tools in independent businesses: experiences of restaurant entrepreneurs in India and United Kingdom. Worldwide hospitality and Tourism Themes, 13(2), 214-235. 2021 DOI: https://doi.org/10.1108/WHATT-09-2020-0120.
Holliman, G. and J. Rowley, Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293. 2014 DOI: https://doi.org/10.1108/JRIM-02-2014-0013.
Kapoor, R. and K. Kapoor, The transition from traditional to digital marketing: a study of the evolution of e-marketing in the Indian hotel industry. Worldwidw Hospitality and Tourism Themes, 13(2), 199-213. 2021 DOI: https://doi.org/10.1108/WHATT-10-2020-0124.
Mkwizu, K., Digital marketing and tourism: opportunities for Africa. International Hospitality eview, 34(1), 5-12. 2019 DOI: https://doi.org/10.1108/IHR-09-2019-0015.
Ritz, W., M. Wolf, and S. McQuitty, Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179-203. 2019 DOI: https://doi.org/10.1108/JRIM-04-2018-0062.
Taiminen, H. and H. Karjaluoto, The usage of digital marketing channels in SMEs. Journal os Small Business and Enterprise Development, 22(4), 633-651. 2015 DOI: https://doi.org/10.1108/JSBED-05-2013-0073.
Fayrene, C.Y.L. and G.C. Lee, Customer-based brand equity: A literature review. Researchers World, 2011. 2(1): p. 33.
Bian, X. and L. Moutinho, The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects,45(1), 191-216. European Journal of Marketing, 2011 DOI: https://doi.org/10.1108/03090561111095658.
Diamantopoulos, A., B. Schlegelmilch, and D. Palihawadana, The relationship between country- of-origin image and brand image as drivers of purchase intentions: A test of alternative perspectives. International Marketing Review, 28(5), 508-524. 2021 DOI: https://doi.org/10.1108/02651331111167624.
Lee, J. and Y. Lee, Effects of Multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387-403. 2018 DOI: https://doi.org/10.1108/JFMM-08-2017-0087.
Li, Y., et al., Exploration of patriotic brand image: its antecedents and impacts on purchase intentions. Asia Pacific Journal of Marketing and Logistics, 33(6), 1455-1481. 2020 DOI: https://doi.org/10.1108/APJML-11-2019-0660.
Meng, H.M., Zamudio, C and R. Jewell, What’s in a name? Scent brand names, olfactory imagery, and purchase intention. Journal of Product and Brand Management, 30(2), 281-292. 2021 DOI: https://doi.org/10.1108/JPBM-06-2019-2418.
Shamim, S., et al., Big data management capabilities in the hospitality sector: Service innovation and customer generated online quality ratings. Computers in Human Behavior, 2021. 121: p. 106777 DOI: https://doi.org/10.1016/j.chb.2021.106777.
Flynn, B.B., et al., Empirical research methods in operations management. Journal of operations management, 1990. 9(2): p. 250-284 DOI: https://doi.org/10.1016/0272-6963(90)90098-X.
Tolman, J., et al., Psychosocial adaptation to visual impairment and its relationship to depressive affect in older adults with age-related macular degeneration. The Gerontologist, 2005. 45(6): p. 747-753 DOI: https://doi.org/10.1093/geront/45.6.747.
Włodarczyk-Madejska, J. and P. Ostaszewski, Determinants of the Judicial Response to Juvenile Delinquency. International Journal of Criminal Justice Sciences, 2021. 16(1): p. 201-216.
Clarisa, C., The Effect of Digital Marketing on Consummer Buying Interest in the Shopee Marketplace (Study on Students in Palembang City) journal of Chemical information and Modeling, 53(9), 1689-1699. 2020.
Foroudi, P., et al., Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Marker Research, 20(2), 230-246. 2017 DOI: https://doi.org/10.1108/QMR-01-2017-0014.
Keller, K.L., Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 1993. 57(1): p. 1-22 DOI: https://doi.org/10.1177/002224299305700101.
Rosmayanti and A. Mardhatillah, Model of intention to behave in online product purchase for Muslim fashion in Pekanbaru, Indonesia. Journal of Islamic marketing, 11(6), 1419-1441. 2020 DOI: https://doi.org/10.1108/JIMA-09-2018-0159.
Graesch, J., S. Hensel-Bomer, and J. Henseler, Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. 2021 DOI: https://doi.org/10.1108/IMDS-08-2020-0510.
Tong, S. and F. Chan, Exploring market-oriented relations in the digital era: A study of public relations and marketing practitioners in Hong Kong. Journal of Communication Management, 24(1), 65-82. 2020 DOI: https://doi.org/10.1108/JCOM-10-2019-0133.
Liu, C., Y. Zhang, and J. Zhang, The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and brand Management, 29(6), 783-801. 2020 DOI: https://doi.org/10.1108/JPBM-11-2018-2106.
Vijaranakorn, K. and R. Shannon, The influence of country image on luxury value perception and purchase intention. Journal of Asia Business Studies, 11(1), 88-110. 2017 DOI: https://doi.org/10.1108/JABS-08-2015-0142.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
