The influence of digital marketing on purchase intention for the dior brand in indonesia
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Dec 30, 2022
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Abstract
The digital world is growing, especially in digital marketing or social media. Thus, many brands immediately decide to explore social media and develop digital marketing strategies, the efficiency of which is tracked to increase improvement. This study aims to understand the influence of social media marketing, consumer attitude, nature of the message, brand equity, perceived social value, utilitarian value, and economic value on purchase intention of the Dior brand in Indonesia. This research is causal research using a descriptive quantitative approach. The population used in this study were people who had never shopped at Dior in Indonesia, while the sample taken was 240 people. This research is sourced from primary data obtained through questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) analysis using Partial Least Square (PLS) program. The results of this study indicate that brand equity and economic value positively affect purchase intention. Meanwhile, social media marketing, customer attitude, nature of the message, perceived social value, and utilitarian value do not affect purchase intention. The contribution of this research is expected to be a consideration and input for the Dior brand in Indonesia to increase the factors that influence purchase intention on the Dior brand.
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How to Cite
Regina, S., & Berlianto, M. P. (2022). The influence of digital marketing on purchase intention for the dior brand in indonesia. Enrichment : Journal of Management, 12(5), 4500-4510. https://doi.org/10.35335/enrichment.v12i5.989
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Balteș, L.P. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences, 111-118.
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Batat, W. (2017). Luxe et expérience client. Dunod.
Batat, W. (2019). Digital Luxury: Transforming Brands and Consumer Experiences. SAGE Publications Limited.
Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. Routledge.
Batat, W. (2019). The new luxury experience. Springer International Publishing.
Bastien, V., & Kapferer, J. N. (2012). Luxe oblige. Editions Eyrolles.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.
Boudet, J., Gregg, B., Heller, J., & Tufft, C. (2017). The heartbeat of modern marketing: Data activation & personalization.
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Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), 1-7.
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Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of brand Management, 16(5-6), 347-363.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7).
Halligan, B., & Shah, D. (2014). Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. John Wiley & Sons.
Heine, K., & Berghaus, B. (2014). Luxury goes digital: how to tackle the digital luxury brand– consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223-234.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Jogiasra, M. R. (2017, September). Digital Luxury: How Digital Integration Can Add Value to the Luxury Shopping Experience
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Kapferer, J. N. (1998). Why are we seduced by luxury brands?. Journal of Brand Management, 6(1), 44-49.
Kapferer, J. N., & Michaut, A. (2015, January). Corporate Sustainability in Fashion and Luxury Companies.
Kapferer, J. N. (2016). Luxe : Nouveaux challenges, nouveaux challengers. Editions Eyrolles.
Keller, K. L. (2017). Managing the growth tradeoff: Challenges and opportunities in luxury branding. In Advances in luxury brand management (pp. 179-198). Palgrave Macmillan, Cham.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480- 1486.
Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495- 1499.
Kim M, Kim S, Lee Y. The effect of distribution channel diversification of foreign luxury fashion brand on consumers' brand value and loyalty in Korean market. Journal of Retailing and Consumer Services 2010;17(4):286–93.
King, A. B. (2008). Website optimization. " O'Reilly Media, Inc.".
Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd edition ed.). Kogan Page.
Lambert, N. (2018), Advanced Strategic Marketing, Louvain School of Management
Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of business research, 65(10), 1516-1522.
McKinsey & Company, Bu, L., Durand, B., Kim, A., & Yamakawa, N. (2017, April). Chinese luxury consumers: More global, more demanding, still spending.
McKinsey&Company, A. Achille, N. Remy, & S. Marchessou, (2018, January). The age of digital Darwinism.
McKinsey&Company, Dauriz, L., Remy, N., & Sandri, N. (2014). Luxury shopping in the digital age.
McKinsey & Company. (2019, April). How young Chinese consumers are reshaping global luxury.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
Morris, N. (2009). Understanding digital marketing: marketing strategies for engaging the digital generation.
Netemeyer RG, Krishnan B, Pullig C, Wang G, Yagci M, Dean D, Ricks J, Wirth F. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research 2004;57:209–24.
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Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of brand management, 16(5-6), 287-289.
Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Palgrave
Macmillan. Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.
Ozuem, W., & Azemi, Y. (2017). Digital Marketing Strategies for Fashion and Luxury Brands.
Ozuem, W., Patten, E., & Azemi, Y. (Eds.). (2019). Harnessing omni-channel marketing strategies for fashion and luxury brands. Universal-Publishers.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.
Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing, 2(4), 213-222.
Phau I, Prendergast G. Consuming luxury brands: the relevance of the 'Rarity Principle'. Journal of Brand Management 2000;8(2):122–38.
Saarijarvi, H. (2012). Customer Relationship Management: The Evolving Role of Customer Data. In H. Karjaluoto & H. Kuusela (Eds.), Marketing dynamism & sustainability (pp. 505–515). Springer.
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236-258.
Sean Hyun, S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437.
Saunders, M., Lewis, P., & Thornhill, A. (2007). Research methods for business students (4th ed.). Prentice Hall.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
Varndell, D. (2014). Learn SEO: Beginners Guide to Search Engine Optimization-Volume 1.
Vigneron F, Johnson LW. A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review 1999;1:1-14.
Vigneron F, Johnson LW. Measuring perceptions of brand luxury. Journal of Brand Management 2004;11(6):484–503.
Vinerean, S. (2019). Social media marketing efforts of luxury brands on Instagram.
Wiedman KP, Hennigs N, Siebels A. Measuring consumers' luxury value perception: a cross-cultural framework. Academy of Marketing Science Review 2007;7:1-21
Wiedmann, K.-P., & Hennigs, N. (2012). Luxury Marketing: A Challenge for Theory and Practice. In Luxury Marketing: A Challenge for Theory and Practice (pp. 22–42). Springer Gabler.
Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research 2001;52:1-14.
Arnett, G. (2019, December 9). The evolution of luxury’s digital marketing playbook. Vogue Business.
Asselin, C. (2019). Interview Luxe : Les Générations Y et Z ont contribué à 100% de la progression du marché du luxe en 2018. Digimind.
Asselin, C. (2018). 10 tendances pour le luxe en 2019. Digimind.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything! In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Bain & Company, D’Arpizio, C., Levato, F., & de Montgolfier, J. (2019, January). The Future of Luxury: A Look into Tomorrow to Understand Today.
Baltes, L. P. (2016). Digital marketing mix specific to the IT Field. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 33.
Balteș, L.P. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences, 111-118.
Batat, W.,& Frochot,I. (2014). Marketing expérientiel:comment concevoir et stimuler l'expérience client. Dunod.
Batat, W. (2017). Luxe et expérience client. Dunod.
Batat, W. (2019). Digital Luxury: Transforming Brands and Consumer Experiences. SAGE Publications Limited.
Batat, W. (2019). Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. Routledge.
Batat, W. (2019). The new luxury experience. Springer International Publishing.
Bastien, V., & Kapferer, J. N. (2012). Luxe oblige. Editions Eyrolles.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.
Boudet, J., Gregg, B., Heller, J., & Tufft, C. (2017). The heartbeat of modern marketing: Data activation & personalization.
Bousquet, M. (2019). L'impact du digital dans l'évolution des stratégies des marques du secteur du luxe.
Brun, A. (2017). Luxury as a Construct: An Evolutionary Perspective. In New Luxury Management: Creating and Managing Sustainable Value Across the Organization (pp. 1–17). Palgrave Macmillan.
Burmann C, Jost-Benz M, Riley N. Towards an identity-based brand equity model. Journal of Business Research 2009;62:390–7
Cavender, R. (2013). Management of a luxury brand: dimensions and sub-variables from a case study of LVMH. Journal of Fashion Marketing and Management.
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice (5th ed.). Pearson.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
Chaffey, D. (2019). Digital marketing. Pearson UK.
Chevalier, M., & Mazzalovo, G. (2015). Management et Marketing du luxe-3e éd. Dunod.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research.
Cissé-Depardon, K., & Zouari, S. (2016). Les marques de luxe à la conquête des blogs personnels de mode. Décisions Marketing, (83), 67-96.
Corbellini, E., & Saviolo, S. (2009). Managing Fashion and Luxury Companies. Rizzoli Etas.
Dastane, O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, DOI, 10, 142-158.
D’Anolfo, M., Amatulli, C., De Angelis, M., & Pino, G. (2017). Luxury, sustainability, and corporate social responsibility: Insights from fashion luxury case studies and consumers’ perceptions. In Sustainable management of luxury (pp. 427-448). Springer, Singapore.
Deloitte. (2016). Global Powers of Luxury Goods 2016 - Disciplined innovation.
Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management, 19(1), 1-7.
Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Marketing letters, 16(2), 115-128.
El Mouqtafi, F., & Barzi, R. (2018). La valeur perçue de la marque de luxe par le consommateur. Recherches et Pratiques Marketing, (3).
El Mouqtafi, & Barzi, R. (2018). L’impact des facteurs d’achat sur la valeur perçue de la marque de luxe par le consommateur proposition d’un modèle. Public & Nonprofit Management Review, 3(1).
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of brand Management, 16(5-6), 347-363.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7).
Halligan, B., & Shah, D. (2014). Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. John Wiley & Sons.
Heine, K., & Berghaus, B. (2014). Luxury goes digital: how to tackle the digital luxury brand– consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223-234.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Jogiasra, M. R. (2017, September). Digital Luxury: How Digital Integration Can Add Value to the Luxury Shopping Experience
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Kapferer, J. N. (1998). Why are we seduced by luxury brands?. Journal of Brand Management, 6(1), 44-49.
Kapferer, J. N., & Michaut, A. (2015, January). Corporate Sustainability in Fashion and Luxury Companies.
Kapferer, J. N. (2016). Luxe : Nouveaux challenges, nouveaux challengers. Editions Eyrolles.
Keller, K. L. (2017). Managing the growth tradeoff: Challenges and opportunities in luxury branding. In Advances in luxury brand management (pp. 179-198). Palgrave Macmillan, Cham.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480- 1486.
Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495- 1499.
Kim M, Kim S, Lee Y. The effect of distribution channel diversification of foreign luxury fashion brand on consumers' brand value and loyalty in Korean market. Journal of Retailing and Consumer Services 2010;17(4):286–93.
King, A. B. (2008). Website optimization. " O'Reilly Media, Inc.".
Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd edition ed.). Kogan Page.
Lambert, N. (2018), Advanced Strategic Marketing, Louvain School of Management
Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of business research, 65(10), 1516-1522.
McKinsey & Company, Bu, L., Durand, B., Kim, A., & Yamakawa, N. (2017, April). Chinese luxury consumers: More global, more demanding, still spending.
McKinsey&Company, A. Achille, N. Remy, & S. Marchessou, (2018, January). The age of digital Darwinism.
McKinsey&Company, Dauriz, L., Remy, N., & Sandri, N. (2014). Luxury shopping in the digital age.
McKinsey & Company. (2019, April). How young Chinese consumers are reshaping global luxury.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
Morris, N. (2009). Understanding digital marketing: marketing strategies for engaging the digital generation.
Netemeyer RG, Krishnan B, Pullig C, Wang G, Yagci M, Dean D, Ricks J, Wirth F. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research 2004;57:209–24.
N. B. Truong, K. Sun, G. M. Lee and Y. Guo, "GDPR-Compliant Personal Data Management: A Blockchain-Based Solution," in IEEE Transactions on Information Forensics and Security, vol. 15, pp. 1746-1761, 2020, doi: 10.1109/TIFS.2019.2948287.
Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of brand management, 16(5-6), 287-289.
Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Palgrave
Macmillan. Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.
Ozuem, W., & Azemi, Y. (2017). Digital Marketing Strategies for Fashion and Luxury Brands.
Ozuem, W., Patten, E., & Azemi, Y. (Eds.). (2019). Harnessing omni-channel marketing strategies for fashion and luxury brands. Universal-Publishers.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.
Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing, 2(4), 213-222.
Phau I, Prendergast G. Consuming luxury brands: the relevance of the 'Rarity Principle'. Journal of Brand Management 2000;8(2):122–38.
Saarijarvi, H. (2012). Customer Relationship Management: The Evolving Role of Customer Data. In H. Karjaluoto & H. Kuusela (Eds.), Marketing dynamism & sustainability (pp. 505–515). Springer.
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236-258.
Sean Hyun, S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437.
Saunders, M., Lewis, P., & Thornhill, A. (2007). Research methods for business students (4th ed.). Prentice Hall.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
Varndell, D. (2014). Learn SEO: Beginners Guide to Search Engine Optimization-Volume 1.
Vigneron F, Johnson LW. A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review 1999;1:1-14.
Vigneron F, Johnson LW. Measuring perceptions of brand luxury. Journal of Brand Management 2004;11(6):484–503.
Vinerean, S. (2019). Social media marketing efforts of luxury brands on Instagram.
Wiedman KP, Hennigs N, Siebels A. Measuring consumers' luxury value perception: a cross-cultural framework. Academy of Marketing Science Review 2007;7:1-21
Wiedmann, K.-P., & Hennigs, N. (2012). Luxury Marketing: A Challenge for Theory and Practice. In Luxury Marketing: A Challenge for Theory and Practice (pp. 22–42). Springer Gabler.
Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research 2001;52:1-14.