Digital way to increase consumer purchase intention for local fashion products in developing country
This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been sel...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEECA
2022-11-01
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| Series: | Journal of Eastern European and Central Asian Research |
| Subjects: | |
| Online Access: | https://ieeca.org/journal/index.php/JEECAR/article/view/1070 |
| _version_ | 1811334190086488064 |
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| author | Ira Valentina Silalahi Ratih Hurriyati Agus Rahayu Vanessa Gaffar Lili Adi Wibowo Puspo Dewi Dirgantari Lia Warlina |
| author_facet | Ira Valentina Silalahi Ratih Hurriyati Agus Rahayu Vanessa Gaffar Lili Adi Wibowo Puspo Dewi Dirgantari Lia Warlina |
| author_sort | Ira Valentina Silalahi |
| collection | DOAJ |
| description |
This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been selected. The analysis results show that social media marketing and brand management affect consumer buying interest in collaboration edition local fashion products is 0.551 or 55.10%. The remaining 44.90% (100% - 55.10%) is influenced by other variables not examined in this study. This research. The results partially show that social media marketing positively and significantly affects consumer buying interest. Likewise, brand image positively and substantially affects consumer buying interest. Simultaneously, social media marketing and brand image positively and significantly affect consumer buying interest in collaboration edition local fashion products.
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| first_indexed | 2024-04-13T17:04:09Z |
| format | Article |
| id | doaj.art-585ce6b787cc4323b250b35c3fb1aced |
| institution | Directory Open Access Journal |
| issn | 2328-8272 2328-8280 |
| language | English |
| last_indexed | 2024-04-13T17:04:09Z |
| publishDate | 2022-11-01 |
| publisher | IEECA |
| record_format | Article |
| series | Journal of Eastern European and Central Asian Research |
| spelling | doaj.art-585ce6b787cc4323b250b35c3fb1aced2022-12-22T02:38:32ZengIEECAJournal of Eastern European and Central Asian Research2328-82722328-82802022-11-019510.15549/jeecar.v9i5.1070Digital way to increase consumer purchase intention for local fashion products in developing countryIra Valentina Silalahi0Ratih Hurriyati1Agus Rahayu2Vanessa Gaffar3Lili Adi Wibowo4Puspo Dewi Dirgantari5Lia Warlina6Universitas Pendidikan Indonesia, Bandung, IndonesiaUniversitas Pendidikan IndonesiaUniversitas Pendidikan IndonesiaUniversitas Pendidikan IndonesiaUniversitas Pendidikan IndonesiaUniversitas Pendidikan IndonesiaUniversitas Komputer Indonesia This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been selected. The analysis results show that social media marketing and brand management affect consumer buying interest in collaboration edition local fashion products is 0.551 or 55.10%. The remaining 44.90% (100% - 55.10%) is influenced by other variables not examined in this study. This research. The results partially show that social media marketing positively and significantly affects consumer buying interest. Likewise, brand image positively and substantially affects consumer buying interest. Simultaneously, social media marketing and brand image positively and significantly affect consumer buying interest in collaboration edition local fashion products. https://ieeca.org/journal/index.php/JEECAR/article/view/1070Social Media marketingBrand ImageConsumer Purchase Intention |
| spellingShingle | Ira Valentina Silalahi Ratih Hurriyati Agus Rahayu Vanessa Gaffar Lili Adi Wibowo Puspo Dewi Dirgantari Lia Warlina Digital way to increase consumer purchase intention for local fashion products in developing country Journal of Eastern European and Central Asian Research Social Media marketing Brand Image Consumer Purchase Intention |
| title | Digital way to increase consumer purchase intention for local fashion products in developing country |
| title_full | Digital way to increase consumer purchase intention for local fashion products in developing country |
| title_fullStr | Digital way to increase consumer purchase intention for local fashion products in developing country |
| title_full_unstemmed | Digital way to increase consumer purchase intention for local fashion products in developing country |
| title_short | Digital way to increase consumer purchase intention for local fashion products in developing country |
| title_sort | digital way to increase consumer purchase intention for local fashion products in developing country |
| topic | Social Media marketing Brand Image Consumer Purchase Intention |
| url | https://ieeca.org/journal/index.php/JEECAR/article/view/1070 |
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