Pengaruh Digital Marketing, Persepsi Harga Dan Citra Merek Terhadap Minat Beli Produk Uniqlo Di Semarang
Abstract
The presence of digitalization in the economic sector, particularly in marketing, has led to the emergence of digital marketing. Consequently, business actors have begun utilizing e-commerce platforms to market their products and leveraging social media platforms such as Instagram and websites to facilitate transactions and create a perception of more affordable prices, as well as to establish a positive brand image to attract consumer interest in purchasing. The aim of this research is to determine the impact of digital marketing, price perception, and brand image on consumer buying interest in UNIQLO products in Semarang. This study employs a quantitative research method. Data were collected through the distribution of questionnaires to 128 UNIQLO consumers in Semarang. The results indicate that digital marketing, price perception, and brand image significantly influence consumer buying interest in UNIQLO products in Semarang.
References
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Tria, E. D., & Syah, T. A. (2021). Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Pada Pelanggan Rita Pasaraya Cilacap. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 1(2), 84–94. https://doi.org/10.53866/jimi.v1i2.8
Anas, H., Nilasari, P., Wijayaningsih, R., & Andrian. (2023). The Influence of Price Perception and Trust on Purchasing Intention of Women’s Care at E-commerce. East Asian Journal of Multidisciplinary Research, 2(7), 2931–2944. https://doi.org/10.55927/eajmr.v2i7.5082
Artanti, A., Hermawan, H., Strategi, A., Word, P., Hermawan Adinugraha, H., Ekonomi, F., Islam, B., & Pekalongan, I. (n.d.). AmaNU: Jurnal Manajemen dan Ekonomi. http://repository.usu.ac.id
Astoriano, L., Gerona, Justin Albert D., & Marzan, Juan Carlos R. (2022). The Impact of Digital Marketing on Customer Buying Intention of Customers in the Philippines. Journal of Business and Management Studies, 4(2), 383–395. https://doi.org/10.32996/jbms.2022.4.2.29
Damayanti, P. P. S., Atmaja, N. P. C. D., & Manek, D. (2023). Pengaruh kualitas pelayanan, persepsi harga dan kelengkapan produk terhadap minat beli ulang pada Petahu Santih Mart Denpasar Selata. Jurnal EMAS, 4(3), 680–693.
Fika, S., Salsabilla, W., & Batangriyan, R. (2020). Pengaruh Digital Marketing Terhadap Brand Image Di Pt . Central Global Network. Jurnal Bisnis Dan Pemasaran, 10(September), 1–12.
Julindri, M., Rahman, S., Rezfajri, M., & Setyawan, O. (2023). The Effect Of Digital Marketing, Lifestyle and Brand Trust On Buying Interest To Apple Products In Pekanbaru City. LUCRUM: Jurnal Bisnis Terapan, 3(1), 31–44. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/index
Maria Asriana Sinar, Anggraini, N. P. N., & Setiawan, J. I. W. G. A. (2023). Pengaruh Kualitas Produk, Peresepsi Harga Dan Promosi Terhadap Minat Beli Ulang Pada Marketplace Lazada Di Kota Denpasar. Jurnal Emas, 4Maria Asr(2774–3020), 227–236.
Nurunnisha, G. A., Setiawan, D. W., Wijayanti, F., & Sinaga, O. (2021). The Effect of Product, Distribution, And Digital Marketing toward Female’s Purchase Intention (Case Study: Bts Album on Weverse Shop). Review of International Geographical Education (RIGEO), 11(7), 3429–3440. https://doi.org/10.48047/rigeo.11.07.313
Nuryanti, Fawazi, M. H., Basuki, H., & Wati, J. A. (2023). Pengaruh Citra Merek terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Peyek Mak Nyus Jingglong Sutojayan Blitar). Jurnal Pendidikan Dan Kewirausahaan, 12(1), 299–310.
Peranginangin, J., Rahayu, E., Putri, P. A., Ferdian, I. M., & Marisa. (2023). The Influence of Brand Image, Product Uniqueness, and Customer Satisfaction on Repurchase Intentions in the Culinary Business. 1(1), 226–237. https://doi.org/10.2991/978-94-6463-170-8_21
Pertiwi, A. D., & Fahmi, S. (2022). http://bajangjournal.com/index.php/JEMBA PENGARUH HARGA, PROMOSI DIGITAL DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK FASHION DI MARKETPLACE. In Bisnis dan Akuntansi (Vol. 1, Issue 4). http://bajangjournal.com/index.php/JEMBA
Putra, R. (2021). Determinasi Kepuasan Pelanggan Dan Loyalitas Pelanggan Terhadap Kualitas Produk, Citra Merek Dan Persepsi Harga (Literature Review Manajemen Pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 516–524. https://doi.org/10.31933/jemsi.v2i4.461
Qiftiyah, D. A. M., & Sumartik. (2024). Influence of Brand Image, Product Quality, and Price on Digital TV Buying Interest in Indonesia. Academia Open, 9(2), 1–23. https://doi.org/10.21070/acopen.9.2024.8182
Rofiyta Miladiyah, & Neng Siti Komariah. (2023). Pengaruh Harga, Citra Merek Dan Kualitas Produk Terhadap Minat Beli Pakaian Di H&M Summarecon Mall Bekasi. Jurnal Ilmiah Akuntansi Dan Manajemen, 19(1), 30–38. https://doi.org/10.31599/jiam.v19i1.2129
Salim, A., Rauf, A. R., & Markonah, M. (2022). the Effect of Green Products, Green Promotions, Green Prices and Green Places on Interest in Buying Saving Products of Bank …. Dinasti International Journal of …, 3(6), 1026–1033. https://dinastipub.org/DIJDBM/article/view/1515%0Ahttps://dinastipub.org/DIJDBM/article/download/1515/1044
Setiawan, Y. (2024). Jurnal Manajemen USNI. Jurnal Manajemen USNI, 9(2), 1–9. https://ojs.jekobis.org/index.php/manajemen/article/view/425
Soleh Mauludin, M., Perilaku Konsumen Dalam, A., Dewa Saputra, A., Zulfika Sari, A., Munawaroh, I., & Pramesti Regita, E. (n.d.). Analisis Perilaku Konsumen Dalam Transaksi Di e-Commerce. https://jurnalfebi.iainkediri.ac.id/index.php/proceedings
Tarigan, P. S. (2023). Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over. 9(4), 1431–1439.
Tria, E. D., & Syah, T. A. (2021). Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Pada Pelanggan Rita Pasaraya Cilacap. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 1(2), 84–94. https://doi.org/10.53866/jimi.v1i2.8
Published
2025-10-25
How to Cite
Isna Familiana, PesikJ., SufiatiS., & BakhtiarR. (2025). Pengaruh Digital Marketing, Persepsi Harga Dan Citra Merek Terhadap Minat Beli Produk Uniqlo Di Semarang. Jurnal Ilmiah Metansi (Manajemen Dan Akuntansi), 8(2), 278-285. https://doi.org/10.57093/metansi.v8i2.416
Section
Articles
