Thesis

The Effect of Digital Marketing and Brand Equity on Purchase Intention of the Uniqlo Brand in Indonesia

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This study explored the relationship between digital marketing (social media marketing and
electronic word-of-mouth) and brand equity on purchase intention. Social media is used by the
clothing brand Uniqlo as a method of digital marketing due to its large reach to consumers and
large user base in Indonesia, specifically the Greater Jakarta area. A survey was conducted
through a questionnaire that is distributed online to 171 respondents in order to understand the
relationship between Uniqlo’s activity on social media and its effect on consumer purchase
intention of Uniqlo products. The data was calculated using the SmartPLS 4 software and the
analysis was conducted through the Partial least squares (PLS) and Structural Equation Modeling
(SEM) method. This research’s novelty comes in the understanding of consumer relationships
with social media, electronic word-of-mouth (eWOM), and brand equity and their effect on
online purchase intention. This paper aims to give a better understanding on digital marketing’s
role in consumer behavior for the Uniqlo brand in the Greater Jakarta region. The results indicate
that all constructs, social media marketing, eWOM and brand equity have a noticeable effect on
purchase intention.

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Availability

Detail Information

Series Title

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Call Number

BE 24-005

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Digital marketing
Brand Equity
Purchase Intention
Social Media Marketing
Electronic word-of-mouth
eWOM
Uniqlo
PLS-SEM

Specific Detail Info

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Statement of Responsibility

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Other version/related

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