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UEU » Proceeding » Magister Manajemen
Posted by [email protected] at 06/01/2022 13:13:52  •  339 Views


AN EMPIRICAL STUDY OF FACTORS EFFECTING CONSUMER PURCHASE INTENTION : A CASE FROM PAKISTAN

Created by :
Muhammad Khalid Iqbal ( none )
Ali Raza ; Ikramina Larasati Hazrati Havidz (0319059302)



SubjectMARKETING
MEDIA SOSIAL
Alt. Subject BRAND EQUITY
BRAND LOYALTY
BRAND AWARENESS
KeywordMINAT MEMBELI
PEMASARAN

Alt. Description

Social media marketing is a significant marketing technique. Social media applications have empowered unprecedented advancement in human correspondence in current conditions. In previous studies the researchers check the effect of social media on customer purchase intention, but now the aim of this study is to focus how social media marketing activities, in specifically Facebook page of retail clothing brand effect the brand equity, brand loyalty, brand awareness and customer purchase intention. This study has taken from Junaid Jamshed�s J. as the retail clothing brand in Pakistan, selected on the basis of its reputation and 150 questionnaires to be filled from the customers. Hierarchical Multiple Regression analysis is applied as the methodology of the research using SPSS 22. This study offers empirical evidence of its relationship between factors that have a great impact on the consumer purchase intention when purchasing the clothes brand in the retail clothing market.

Date Create:06/01/2022
Type:Text
Format:pdf
Language:Indonesian
Identifier:UEU-Proceeding-14_0109
Collection ID:14_0109


Source :
Proceedings of the 14 th International Conference on Innovation & Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2021 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/an-empirical-study-of-factors-effecting-consumer-purchase-intention--a-case-from-pakistan-22928.html




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