Title:
Customer Satisfaction and Millennial Purchase Intention on Fashion Products with Marketing 4.0

Authors:
Noviawati M W, Yong Dirgiatmo, Cheery Pur D, Soraya Widyadana, Meatry K, Indonesia

Abstract:

Research was conducted to determine the factors that influence purchase intention and customer satisfaction on fashion products with the 4.0 marketing model. The population was drawn from 25-40 years old (millennial generation) who purchased fashion products in the marketplace. This study used convenience sampling technique for sampling and obtained a sample of 150 respondents. Validity testing using the Confirmatory Factor Analysis (CFA) method, reliability testing using the Cronbach’s Alpha method and hypothesis testing using the regression analysis method with SPSS 22 software. The results show that brand image, brand interaction and social media review significantly influences customer satisfaction, while brand identity and brand integration have no effect on customer satisfaction. Brand integrity and brand interaction significantly influences on purchase intention, while brand identity and brand image have no effect on purchase intention. Based on the results obtained, several components of marketing 4.0 can be used as a reference to increase sales, especially in fashion brands.

DOI: https://doi.org/10.51505/IJEBMR.2023.7403