The Effect of Digital Marketing and Service Quality on Consumer Brand Choice of HandmadeShoesby
Abstract
Handmadeshoesby focuses its strategy on digital marketing. This is because 90% of the target consumers of Handmadeshoesby are Millennials. Thus digital marketing is the marketing and sales communication choice for the target audience of Handmadeshoesby. Handmadeshoesby’s focus is also on service quality. So far, Handmadeshoesby has communicated via digital marketing through an Instagram account @handmadeshoesby with followers reaching 510,000, and @ handmadeshoesby.catalog with followers of 276,000. Service to consumers is done by line account administrators. The purpose of this study was to examine the effect of digital marketing and service quality on Handmadeshoesby’s brand choice. The study used a quantitative approach. Because the total population of consumers is unknown, the determination of the minimum sample size followed Hair (2014: 100), where the minimum sample generally needed for multivariate calculations is 50. A questionnaire was used to collect the data. Data analysis involved multiple linear regression analysis, classic assumption tests, and hypothesis tests. The results showed that digital marketing and service quality had a significant positive effect on the brand choice of Handmadeshoesby products.
Keywords: digital marketing, service quality, brand choice
References
[1] Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A Conceptual Model of Service Quality and its Implication for Future Research. Journal of Marketing, vol. 49, Fall issue, pp. 41-50.
[2] Cuneo, A., et al. (2019). Private Label and Manufacturer Brand Choice in a New Competitive Reality: Strategic Direction and the Future of Brands. European Management Journal, issue 37. Pp. 117-128.
[3] Hair, J. F., et al. (2014). Multivariate Data Analysis (7th ed.). Pearson. New Jersey, United States
[4] Sugiyono. (2016). Metode Penelitian Pendidikan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
[5] Sanjaya, R. and Tarigan, J. (2009). Creative Digital Marketing. P.T. Elex Media Komputindo.Jakarta: Indonesia
[6] Jacunski, M. (2018). Measuring and Analysis of Digital Marketing. Big Data: Digital Marketing and Trendwatching. Retrieved from https//:doi.org/10.23817/2018 on April 6th 2020
[7] Zeithaml, V. A., Bitner, M. J. and Gremler, D. D. (2014). Services Marketing: Integrating Customer Focus Across the Firm (6th ed.). McGraw-Hill. New York United States
[8] Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1991). Refinement and Reassessment of the SERVQUAL scale. Journal of Retailing, vol. 67, issue 4, pp. 420-450.
[9] Wierenga, B. (1974). An Investigation of Brand Choice Process. Universitaire Pers Rotterdam.Rotterdam Netherland
[10] Hsu, C. H., Oh, H. and Assaf, A. G. (2012). A Customer-Based Brand Equity Model for Upscale Hotel. Journal of Travel Research, vol. 51, issue 1, pp. 81-93.
[11] Sujarweni, V.W. (2016). SPSS untuk Penelitian. Pustaka Baru.Yogyakarta Indonesia
[12] Gozali, I. (2017). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Badan penerbit Universitas Diponegoro.Semarang Indonesia
[13] Russell, G. J. (2014). Brand Choice Models. In R. Winer and S. A. Neslin (Eds.), The History of Marketing Science. Now Publishers. Vol 5(3)Pp. 12-46.
[14] Chaffey, D. (2015). Digital Business and E-Commerce Management, Strategy, Implementation, and Practice. Pearson Education Limited. New York - United States
[15] Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, vol. 8, issue 1, pp. 13-18.
[16] Humphrey, W. F., Rinaldo, S. B. and Lavarie, D. A. (2017). Brand Choice Via Incidental Social Media Exposure. Journal of Research in Interactive Marketing, vol. 11, issue 2. pp 99-120
[17] Murali, S., Pugazhendhi, S. and Muralidharan, C. (2016). Modelling and Investigating the Relationship of After Sales Service Quality with Customer Satisfaction, Retention an Dloyalty a Case Study of Home Appliances Business. Journal of Retailing and Consumer Services, Vol 11 issue 30, pp. 67–83.
[18] Sahin, A., et al. (2017). Investigating the Impact of Brand Experience and Service Quality. The Market Research Society, vol. 59, issue 6, pp. 707-724.