Consumer Decision-Making in E-Commerce: How Brand Image, Advertising Appeals, and Reviews Influence the Purchase of Dhozen Apparel on Shopee

Muhammad Ichsan Multazam Noerdiana; Listri Herlina; Ridlwan Muttaqin

doi:10.47747/ijmhrr.v6i1.2449

Authors

Muhammad Ichsan Multazam Noerdiana Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung
Listri Herlina Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung
Ridlwan Muttaqin Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung

DOI:

https://doi.org/10.47747/ijmhrr.v6i1.2449

Keywords:

Brand Image, Advertising Appeal, Consumer Reviews, Purchase decision, E-Commerce

Abstract

This study addresses the issue of declining sales of Dhozen products on Shopee, which is concerning amid the growing trend of online fashion shopping. This research aims to analyze the influence of brand image, advertising appeal, and consumer reviews on the purchase decisions of Dhozen products. The data were through a survey of university students in Bandung.The regression analysis results show that the three variables have a significant influence on purchase decisions. However, partially, the consumer reviews variable does not have a considerable impact, Due to brand image and advertising appeal being particularly strong for Dhozen products, consumers might prioritize these factors over review, This study concludes that strengthening brand image and managing advertising appeal are crucial strategies for Dhozen to enhance its competitiveness in the market. Furthermore, this research contributes to the digital marketing literature by providing insights into effective marketing strategies for local brands on e-commerce platforms.

References

Banerjee, S., et al. (2017). Consumer Review Impact on Purchasing Decisions in ECommerce. Journal of Marketing and Consumer Research, 23, 27-40.

Chiu, C., & Lai, Y. (2018). The Role of Consumer Reviews in ECommerce. International Journal of Business and Management, 12(4), 45-60.

Febrianti, R., & Ali, M. M. (2024). The influence of product quality, brand image, and price on purchasing decisions for Downy at Borma Dago. Management, Faculty of Economics and Business, University Of Indonesian Membangun.

Ford. J. B. (2021). New Insight on Advertising Execution and Consumer Engagement. Journal of Advertising Research, 61(3),245 - 246

Gvili, Y., & Levy, S. (2021). Negative Reviews and Purchase Decisions: A Study in ECommerce. Contemporary Journal of Marketing Studies, 5(2), 175-190.

Hutasoit, S. T. M., & Saputro, A. H. (2024). The influence of promotion, service quality, and purchasing experience on repurchase intention in the Lazada marketplace. Journal of Economics, Management, and Information Systems (JEMSI), 10(1), 654–663.

Keller, K. L. (2023). Marketing Management (16th ed.). Pearson Education, Harlow, Essex Pearson Education Limited, 2022

Munawaroh, A., & Herlina, L. (2024). The influence of brand image and brand awareness on purchasing decisions for Vaseline body lotion (A study on Vaseline body lotion users on TikTok Shop). Journal of Social Sciences, Management, Accounting, & Business, 5(3), 391–402.

Muttaqin, R., & Lestari, F. (2024). The influence of promotion and brand image on purchasing decisions for Pond's products on TikTok Shop. PROSENAMA, 4, 97–106.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Wiley Publishing.