Analysis of the influence of digital marketing, brand image, and price perception on purchase intention and brand loyalty in Uniqlo apparel products

Nowadays online shopping industry is growing rapidly, and social media platforms are a major part of promotional activities for many companies in Indonesia. The research aims to examine the relationship between price perception, brand image digital marketing variables purchase intention loyalty. Design quantitative using survey method with questionnaire; sampling technique purposive random sampling. Using structural equation modeling approach AMOS software 303 respondents, results show that perception corporate image, promotion have significant positive effects on intention, while does not directly effect intention. Furthermore, has