Understanding E-Commerce Purchase Drivers in Southeast Asia: The Case of Digital Marketing, Brand Image, and E-WOM on ZALORA in Brunei and Malaysia

Authors

  • Nur Amalina Hj Roslan Roslan Universiti Islam Sultan Sharif Ali Author
  • Muhammad Faizal Azmi Azmi Universiti Islam Sultan Sharif Ali Author
  • Aisyah Binti Rahman Rahman City University Malaysia Author
  • Daniel Lim Wei Jie Jie City University Malaysia Author

DOI:

https://doi.org/10.71154/5dasj573

Keywords:

Digital Marketing, Brand Image, E-Wom, Purchase Intentions

Abstract

The purpose of this study was to examine and analyze the effect of Digital Marketing, Brand Image, and E-Wom on Purchase Intentions at the ZALORA marketplace in Brunei and Malaysia. Data collected using a questionnaire through the Google Form. The sample used amounted to 110 respondents. Methods of data analysis include descriptive analysis and quantitative analysis using multiple linear regression. The results of this study found that: (1) Digital marketing, brand image, and e-WOM have a positive and significant impact on purchase intention at the ZALORA marketplace. (2) Digital marketing has a positive and significant effect on purchase intention on the ZALORA marketplace. (3) Brand Image has a negative and significant effect on purchase intention on the ZALORA marketplace. (4) E-wom has a positive and significant effect on purchase intention on the ZALORA marketplace.

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Published

2024-11-04

Issue

Vol. 1 No. 1 (2024): IJBAE

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Articles

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How to Cite

Roslan, N. A. H. R., Azmi, M. F. A., Rahman, A. B. R. ., & Jie, D. L. W. J. (2024). Understanding E-Commerce Purchase Drivers in Southeast Asia: The Case of Digital Marketing, Brand Image, and E-WOM on ZALORA in Brunei and Malaysia. International Journal Business and Entrepreneurship, 1(1), 57-71. https://doi.org/10.71154/5dasj573

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