Fesyen digital: Studi tentang dampak citra merek, kualitas layanan elektronik, dan kepercayaan terhadap niat beli pada Uniqlo App
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Abstract
This study aims to examine the effect of brand image, electronic service quality, and trust on purchase intention on the Uniqlo App. This study also tests the mediating role of trust in the relationship between brand image and purchase intention. This study uses a survey method with convenience sampling on 350 respondents of Uniqlo App users in Indonesia. Data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results show that brand image, electronic service quality, and trust have a positive and significant effect on purchase intention. Trust can also mediate the relationship between brand image and purchase intention as well as between electronic service quality and purchase intention. This study provides theoretical and empirical contributions to online marketing, especially shopping applications such as Uniqlo App.
Penelitian ini bertujuan untuk menguji pengaruh citra merek, kualitas layanan elektronik, dan kepercayaan terhadap niat beli pada Uniqlo App. Penelitian ini juga menguji peran mediasi kepercayaan dalam hubungan antara citra merek dan niat beli. Penelitian ini menggunakan metode survei dengan convenience sampling terhadap 350 responden pengguna Uniqlo App di Indonesia. Data dianalisis dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek, kualitas layanan elektronik, dan kepercayaan berpengaruh positif dan signifikan terhadap niat beli. Kepercayaan juga dapat memediasi hubungan antara citra merek dan niat beli serta antara kualitas layanan elektronik dan niat beli. Penelitian ini memberikan kontribusi teoretis dan empiris bagi pemasaran online, khususnya aplikasi perbelanjaan seperti Uniqlo App.
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