The influence of consumer behaviour, brand image, and digital marketing on customer purchase decision at apparel fashion in PT Ramayana Lestari Sentosa Tbk

Tionardi, Vincent (2023) The influence of consumer behaviour, brand image, and digital marketing on customer purchase decision at apparel fashion in PT Ramayana Lestari Sentosa Tbk. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The business climate has changed considerably, and the fashion industry, because of the COVID-19 pandemic. In the face of these changes, change in consumers' behaviour, brand image and digital marketing has become a key factor for customers to make purchasing decisions. The focus of this research will be on a dramatic change in consumer behaviour following the pandemic, with aspects such as safety, convenience and digital experiences being major concerns. The purpose of this research is intended to examine the influence of consumer behaviour, brand image and digital marketing on customers' purchasing decisions with respect to Apparel Fashion at PT. Ramayana Lestari Sentosa Tbk. This study aims at gathering data by conducting surveys of Ramayana Apparel Fashion's customers. A statistical and regression method shall be used to analyse the data obtained to determine relationship of the variables under investigation. The research results indicate that consumer behaviour, brand image, and digital marketing have a significant impact on customer purchase decisions in Ramayana's Apparel Fashion segment. The key role of consumer behaviour in shaping buying decisions is to ensure that preferences, needs and lifestyles are considered. The positive image of the brand can increase consumers' trust and enable them to take a more favourable view of products from that brand. As for the recommendation, PT. Ramayana Lestari Sentosa Tbk should improve more on their service quality and often send email to their customer to increase the change of the customer will always comeback. / Iklim bisnis dan industri fesyen telah banyak berubah karena pandemi COVID-19. Dalam menghadapi perubahan tersebut, perubahan perilaku konsumen, citra merek, dan pemasaran digital menjadi faktor kunci bagi pelanggan dalam mengambil keputusan pembelian. Fokus penelitian ini adalah perubahan dramatis dalam perilaku konsumen setelah pandemi ini, dengan aspek-aspek seperti keselamatan, kenyamanan, dan pengalaman digital menjadi perhatian utama. Tujuan penelitian ini dimaksudkan untuk menguji pengaruh perilaku konsumen, citra merek dan pemasaran digital terhadap keputusan pembelian pelanggan Apparel Fashion di PT. Ramayana Lestari Sentosa Tbk. Penelitian ini bertujuan untuk mengumpulkan data dengan melakukan survei terhadap pelanggan Ramayana Apparel Fashion. Metode statistik dan regresi harus digunakan untuk menganalisis data yang diperoleh untuk menentukan hubungan variabel yang diteliti. Hasil penelitian menunjukkan bahwa perilaku konsumen, citra merek, dan pemasaran digital berpengaruh signifikan terhadap keputusan pembelian pelanggan segmen Fashion Pakaian Ramayana. Peran utama perilaku konsumen dalam membentuk keputusan pembelian adalah memastikan bahwa preferensi, kebutuhan, dan gaya hidup dipertimbangkan. Citra positif suatu merek dapat meningkatkan kepercayaan konsumen dan memungkinkan mereka memiliki pandangan yang lebih baik terhadap produk dari merek tersebut. Adapun rekomendasinya, PT. Ramayana Lestari Sentosa Tbk hendaknya lebih meningkatkan kualitas pelayanannya dan sering mengirimkan email kepada pelanggannya untuk meningkatkan perubahan pelanggan akan selalu datang kembali.

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