With fashion development in Indonesia, many brands have started marketing by relying on digital marketing. As is well known today, marketing trends continue to develop along with increasingly sophisticated technology with the presence of the Internet world. Digital marketing is present as an innovation in the world of marketing. The problem today is how perceived Personalization affects brand loyalty and purchase intention mediated by customer brand engagement, customer brand identification, and brand relationships. Activities on social media provide the perfect way to build brand awareness, encourage brand recognition and recall, and increase brand loyalty, ultimately forming brand relationships. This research leads to a “Green Society,” not just a green economy. This research will be part of the university road map, namely Legal Development and Sustainability Community in Green Society), Information & Communication Technology section.
Oleh :
Nico Lukito
