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Exploring Factors Contributing Towards Purchase Intention of Yogyakarta’s Fashion Goods via Digital Marketing

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  • Farahiyah Inarah Putri
  • Rosita Mohd Tajuddin

Abstract

To remain competitive in the VUCA era, Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta need to strengthen their digital sales strategies to reach a broader customer base. This research investigates the factors influencing local consumers' purchase intentions towards Yogyakarta's products through digital marketing. Grounded in the Theory of Planned Behavior and the Digital Marketing Mix model, data was collected via Google Forms using snowball sampling. The pilot test showed strong reliability (Cronbach's alpha = .97). Exploratory Factor Analysis (EFA) identified six key factors from 47 items: Digital Marketing Mix (28 items; loadings 0.794–0.934), Consumer Engagement (7 items; loadings 0.779–0.856), Perceived Behavioral Control (3 items; loadings 0.905–0.924), Attitude (3 items; loadings 0.858–0.886), Purchase Intention (3 items; loadings 0.847–0.884), and Subjective Norm (3 items; loadings 0.840–0.907). The findings confirmed the scales' reliability and highlighted the impact of digital marketing on consumers' purchase intentions. This study suggests that the Theory of Planned Behavior and Digital Marketing Mix are influential in assessing purchase intentions for Yogyakarta's fashion goods, providing insights applicable to the broader Indonesian market. Based on these findings, MSMEs in Yogyakarta should develop effective digital marketing strategies, optimizing their marketing mix to positively influence consumer purchase intentions. This is crucial for adapting to rapid technological changes that may alter consumer behavior and for ensuring business sustainability.

Suggested Citation

  • Farahiyah Inarah Putri & Rosita Mohd Tajuddin, 2024. "Exploring Factors Contributing Towards Purchase Intention of Yogyakarta’s Fashion Goods via Digital Marketing," Information Management and Business Review, AMH International, vol. 16(3), pages 202-210.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:202-210
    DOI: 10.22610/imbr.v16i3(I)S.4025
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    1. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
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