Faktor-Faktor yang Mempengaruhi Purchase Decision Produk Uniqlo di Jakarta Barat

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Published: Jan 31, 2025
DOI: https://doi.org/10.24912/jmk.v7i1.33000
Keywords:
digital marketing, brand awareness, brand image, purchase decision
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Ruth Ananda
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, brand awareness, dan brand image terhadap purchase decision pada produk Uniqlo di Jakarta Barat. dapun Teknik sampling yang digunakan adalah purposive sampling. Instrumen kuesioner disebarkan secara online menggunakan media google form yang kemudian dianalisis menggunakan PLS-SEM. Sampel dari penelitian ini adalah 100 konsumen Uniqlo di Jakarta Barat. Hasil dari penelitian ini menunjukkan bahwa digital marketing dan brand awareness berpengaruh secara signifikan positif terhadap purchase decision. Namun brand image tidak berpengaruh terhadapn purchase decision.
 

This research aims to determine the influence of digital marketing, brand awareness, and brand image on purchase decisions for Uniqlo products in West Jakarta. The sampling technique used was purposive sampling by distributing it online using Google form media which was then analyzed using PLS-SEM. The sample for this research was 100 Uniqlo consumers in West Jakarta. The results of this research show that digital marketing and brand awareness have a significantly positive effect on purchase decisions. However, brand image has no influence on purchase decisions.

Article Details

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Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Ruth Ananda, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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