Local Brand Love Based On Product, Price, Promotion, Online Distribution

• 발행기관: 한국유통과학회
• 저자명: Ni Nyoman Kerti YASA I Wayan SANTIKA I Gusti Ayu Ketut GIANTARI Ni Luh Wayan Sayang TELAGAWATHI Nilna MUNA Gede Bayu RAHANATHA I Gusti Ngurah Jaya Agung WIDAGDA Putu Laksmita Dewi RAHMAYANTI
• 간행물 정보: 『유통과학연구(JDS)』제20권 제5호, 35~47쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

Purpose: To explain the effect of product quality, price perception, online distribution, and social media promotion on attitudes, customer satisfaction, and local brand love. Research design, data and methodology: The population of this study are Indonesians who have purchased local Indonesian brand products. The size of the sample used was 240 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. Results: product quality, price perception, online distribution have a positive effect on attitudes, but social media promotion has a positive and insignificant effect on consumer attitudes; product quality, price perception, online distribution, and social media promotion have a positive and significant effect on customer satisfaction, and attitudes have a positive and significant effect on local brand love; and customer satisfaction has a positive effect on brand love for local brands. Conclusion: Therefore, it is important for local brand product businesses to pay attention to product quality, price perception, online distribution, and social media promotion in order to be able to build positive attitudes, customer satisfaction and ultimately have an impact on local brand love. In online distribution, with online distribution, it is easy for marketers to deliver multimedia content through online methods.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Methods

4. Result and Discussion

5. Conclusion and Research Implication

키워드

Product Quality Price Perception Online Distribution Social Media Promotion Attitude Customer Satisfaction And Local Brand Love