Impact of Digital Marketing, Seller Response, and Price Perception on Purchase Decisions and Customer Loyalty
DOI:
https://doi.org/10.55927/ijabm.v5i3.16Keywords:
digital marketing, seller response, price perception, purchase decision, customer loyaltyAbstract
This study examines the influence of digital marketing, seller response, and price perception on purchase decisions and customer loyalty at a Balinese traditional clothing retailer. Using a quantitative approach, questionnaires were distributed to 190 consumers via purposive sampling from January to March 2026. SmartPLS was employed to test direct and mediated relationships. Results reveal that all three predictors significantly drive purchase decisions, which in turn enhance customer loyalty. Purchase decisions fully mediate digital marketing and seller response effects but not price perception. Findings offer strategic insights for cultural fashion SMEs optimizing digital commerce and customer retention.
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