Pengaruh citra merek dan promosi terhadap keputusan pembelian produk Uniqlo
DOI:
https://doi.org/10.32670/fairvalue.v4iSpesial%20Issue%204.1416Keywords:
Brand image, promotion, purchasing, information technologyAbstract
Technology and information in recent years are growing rapidly and communication tools that are much in demand by the public, namely through the internet. One of the visible developments of this technology is gadgets so that the tendency to engage in online activities such as chat, e-mail, browsing and online shopping is easier to access. Fashion and accessories occupy the number 1 product sought after when shopping online, so the author is interested in conducting brand image research and promotion of Uniqlo product purchase decisions through Uniqlo online store. The object of this research is a Uniqlo product purchased online through the Uniqlo website or application. Researchers collected questionnaire data using Google Form, a sample withdrawal by way of nonprobability sampling with the Judgement Sampling approach. The conclusion in this study is that brand image and promotion have a positive influence on purchasing decisions.
References
Ariestanty, N., Purwono, G. S., & Handayani, Y. I. (n.d.). The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products.
Arif, M. E., Anggraeni, R., & Ayuni, R. F. (2021). Bisnis Waralaba. Universitas Brawijaya Press. https://books.google.co.id/books?id=80FIEAAAQBAJ
Aripin, Z. (2021). Marketing Management. Deepublish. https://books.google.co.id/books?id=Tzk1EAAAQBAJ
Budidharmanto, L. P., Kaihatu, T. S., & Dutha, I. D. G. S. W. (2021). Millenials Mind of Tourism The Book of Tourism Research. Jakad Media Publishing. https://books.google.co.id/books?id=e9YrEAAAQBAJ
Cahyono, E. (2018). Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian HP Merek Oppo di Sleman Daerah Istimewa Yogyakarta. Jurnal Bisnis, Manajemen, Dan Akuntansi, 5(1), 61–75.
Dr. Ahmad Albar Tanjung, M. S., Muliyani, S. E. M. S. M. A., & Pustaka, S. M. (2021). METODOLOGI PENELITIAN: SEDERHANA, RINGKAS, PADAT DAN MUDAH DIPAHAMI. SCOPINDO MEDIA PUSTAKA. https://books.google.co.id/books?id=7sFHEAAAQBAJ
Dr. Dhiraj Kelly Sawlani, S. E. M. M. S., & Pustaka, S. M. (2021). DIGITAL MARKETING: BRAND IMAGES. SCOPINDO MEDIA PUSTAKA. https://books.google.co.id/books?id=BodAEAAAQBAJ
Dr. Hj. R. Dewi Pertiwi, S. E. M. M. (2021). Pemasaran Jasa Pariwisata (Dilengkapi dengan Model Penelitian Pariwisata Gedung Heritage di Bandung Raya). Deepublish. https://books.google.co.id/books?id=nO5EEAAAQBAJ
Fatonah, S., Sari, C. T., & Habsari, R. W. F. (2020). Trend for online fashion buying among college students. J. Mark. Adv. Pract, 2(1), 50–63.
Harmayani, H., Marpaung, D., Hamzah, A., Mulyani, N., Hutahaean, J., & Simarmata, J. (2020). E-Commerce: Suatu Pengantar Bisnis Digital. Yayasan Kita Menulis. https://books.google.co.id/books?id=DLjwDwAAQBAJ
Jamaluddin, dkk. (2020). Pembuatan Pupuk Organik Guano Kelelawar. CV Jejak (Jejak Publisher). https://books.google.co.id/books?id=OkYREAAAQBAJ
John Budiman Bancin, S. P. M. M. (2019). Citra Merek dan Word of Mouth (Peranannya Dalam Keputusan Pembelian Mobil Nissan Grand Livina). Jakad Media Publishing. https://books.google.co.id/books?id=riAzEAAAQBAJ
Kurniawan, A. (2019). Pengolahan Riset Ekonomi Jadi Mudah Dengan IBM SPSS. Jakad Media Publishing. https://books.google.co.id/books?id=TdzYDwAAQBAJ
Lemmi Gonzalez, D. (2015). Correlation between brand Identity and brand Image : Study of Zara in China. Theseus. https://www.theseus.fi/handle/10024/99283
Mukhtazar, M. P. (2020). Prosedur Penelitian Pendidikan. Absolute Media. https://books.google.co.id/books?id=iHHwDwAAQBAJ
Naidoo, V., & Verma, R. (2019). Green Marketing as a Positive Driver Toward Business Sustainability. IGI Global. https://books.google.co.id/books?id=TwyjDwAAQBAJ
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632.
Nurcholifah, I. (2014). Strategi marketing mix dalam perspektif Syariah. Jurnal Khatulistiwa LP2M IAIN Pontianak, 4(1), 73–86.
Nurhayati, S. (2017). Pengaruh citra merek, harga dan promosi terhadap keputusan pembelian handphone samsung di yogyakarta. Jurnal Bisnis, Manajemen, Dan Akuntansi, 4(2).
Onainor, E. R. (2019). Sales Promotion. 1, 105–112.
Ramdhani, E. C., Sapitri, J. E., & Rizkyansyah, M. (2018). Sistem Informasi Penyewaan Peralatan Event Organizer Berbasis Web pada PT. Adecon Jakarta. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 1(3).
Samad, A., & Wibowo, I. (2016). Pengaruh Produk dan Citra Merek Terhadap Keputusan Pembelian Sepatu Olahraga Merek Specs di Kota Bekasi. Jurnal Manajemen Bisnis Krisnadwipayana, 4(3), 1–9.
Santoso, S. (2019). Mahir Statistik Parametrik. Elex Media Komputindo.
Sinurat, E. S. M., Lumanauw, B., & Roring, F. (2017). Pengaruh inovasi produk, harga, citra merek dan kualitas pelayanan terhadap loyalitas pelanggan mobil suzuki ertiga. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(2).
Sumarwan, U. (2018). Riset pemasaran dan konsumen seri 1. PT Penerbit IPB Press. https://books.google.co.id/books?id=vjL4DwAAQBAJ
Wibowo, D. H., & Arifin, Z. (2015). AnaliWibowo, D. H., & Arifin, Z. (2015). Analisis strategi pemasaran untuk meningkatkan daya saing UMKM (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis, 29(1), 59–66.sis strategi pemasaran untuk meningkatkan daya saing UMKM (Studi pada Batik D. Jurnal Administrasi Bisnis, 29(1), 59–66.
