CUSTOMER PURCHASE INTENTION ON SHIFT MERCHANDISE

• Main Author: Arrahim, Dzikry
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64409
• Institution: Institut Teknologi Bandung

The use of merchandise as a promotional marketing tool has been carried out by many communities and clubs. The merchandise sales performance is also not related to the community or the club. This well-known brand is increasingly selling well merchandise. In this study, researchers will discuss the perspective and loyalty of the Shift brand. Shift itself is a movement of young people who want to move closer to God. Researchers will discuss this research with the variable of brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty added with digital marketing variables and perceived quality of customer purchasing decisions. Researchers used the Partial Least Square Structural Equation Modeling (PLS-SEM) method. Data will be collected by an online form and processed by the SmartPLS program. The sample for this study had 436 respondents, provided they knew about Shift and Shift Merchandise. Researchers get the result that PLS-SEM can measure the effect of independent variables on the dependent variable Purchase Intention. Researchers also discovered the fact that in this research, brand loyalty and digital marketing had a strong relationship with purchase intentions. The results of the analysis provide recommendations that need to be submitted to marketers and brand Shift to increase customer purchase intentions.