📅 04 July 2022
DOI: 10.51903/e-bisnis.v15i1.739
The Influence of Clothing Brand Marketing on Instagram on People's Purchase Intentions in Batam City
EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS
Universitas Sains dan Teknologi Komputer
📄 Abstract
Instagram’s popularity is used by many clothing brands in Indonesia to market their products. Marketing itself is needed to increase product sales. This study aims to determine the influence of clothing brand marketing on Instagram on people's buying intentions in Batam City. The quantitative research was done by disseminating online questionnaires to the people of Batam City with different age ranges and managed to collect 380 respondents. The research data were analyzed by SEM method, using SPSS and AMOS. The results of the study prove that marketing carried out by clothing brands can make customers more familiar with and remember the brand and also influence customers to disseminate the brand. However, marketing clothing brands on Instagram does not necessarily affect people's buying intentions. This is because there are various other factors that influence a person's decision to buy clothes. To increase someone's purchase intention, apart from hoping for marketing, clothing brands need to keep an eye on their products’ quality.
🔖 Keywords
#marketing; clothing brand; purchase intention; marketing; brand pakaian; niat beli
ℹ️ Informasi Publikasi
Tanggal Publikasi
04 July 2022
Volume / Nomor / Tahun
Volume 15, Nomor 1, Tahun 2022
📝 HOW TO CITE
Vivien Christy Apriyanti; Vivien Christy Apriyanti; Andre Jonathan Harahap; Bryan Tandian; Pangestu; Viona Angelina Herwanto, "The Influence of Clothing Brand Marketing on Instagram on People's Purchase Intentions in Batam City," EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 15, no. 1, Jul. 2022.
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