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Local Brand Love Based On Product, Price, Promotion, Online Distribution

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.5, pp.35-47
https://doi.org/https://doi.org/10.15722/jds.20.05.202205.35
YASA, Ni Nyoman Kerti
SANTIKA, I Wayan
GIANTARI, I Gusti Ayu Ketut
TELAGAWATHI, Ni Luh Wayan Sayang
MUNA, Nilna
RAHANATHA, Gede Bayu
WIDAGDA, I Gusti Ngurah Jaya Agung
RAHMAYANTI, Putu Laksmita Dewi

Abstract

Purpose: To explain the effect of product quality, price perception, online distribution, and social media promotion on attitudes, customer satisfaction, and local brand love. Research design, data and methodology: The population of this study are Indonesians who have purchased local Indonesian brand products. The size of the sample used was 240 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. Results: product quality, price perception, online distribution have a positive effect on attitudes, but social media promotion has a positive and insignificant effect on consumer attitudes; product quality, price perception, online distribution, and social media promotion have a positive and significant effect on customer satisfaction, and attitudes have a positive and significant effect on local brand love; and customer satisfaction has a positive effect on brand love for local brands. Conclusion: Therefore, it is important for local brand product businesses to pay attention to product quality, price perception, online distribution, and social media promotion in order to be able to build positive attitudes, customer satisfaction and ultimately have an impact on local brand love. In online distribution, with online distribution, it is easy for marketers to deliver multimedia content through online methods.

keywords
Product Quality, Price Perception, Online Distribution, Social Media Promotion, Attitude, Customer Satisfaction, And Local Brand Love

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