scholarly journals Consumer Conformity, Social Ties and EWOM in Digital Marketing

2021 ◽  
Vol 26 (6) ◽  
pp. 569-576
Author(s):  
Badawi Badawi ◽  
Arif Nurudin ◽  
Muafi Muafi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Word Of Mouth ◽  
Social Ties ◽  
Sem Analysis ◽  
Digital Marketing ◽  
Equation Modeling ◽  
New Variables ◽  
The Relationship

Digital marketing is a marketing technique that is widely discussed in the latest literature. The complexity of digital marketing creates new variables in an effort to increase purchase intention, such as consumer conformity, social ties and EWOM (Electronic Word of Mouth). This study aims to analyze the relationship between consumer conformity, social ties, and EWOM in digital marketing on the Shopee, Lazada, and Bukalapak platforms. Through quantitative methods using Structural Equation Modeling (SEM) analysis using AMOS software on 200 respondents consisting of users of the Shopee, Lazada, and Bukalapak platforms. This study analyzes 5 hypotheses, which is then statistically proven to have a significance value of < 0.05, which means that there is a significant relationship between the variables, thus all hypotheses are supported. The results indicate that social ties and EWOM can have a significant effect on consumer conformity and are also able to directly affect purchase intention. This research also highlights that consumer conformity has a significant effect on purchase intention in digital marketing.

scholarly journals MEDIASI CUSTOMER SATISFACTION DAN INTELLECTUAL CAPITALATAS PENGARUH DIGITAL MARKETING TERHADAP KINERJA PERUSAHAAN

2020 ◽  
Vol 15 (2) ◽  
pp. 288-306
Author(s):  
Yuliati Yuliati
Keyword(s):  
Firm Performance ◽  
Customer Satisfaction ◽  
Intellectual Capital ◽  
Structural Equation ◽  
Sem Analysis ◽  
Digital Marketing ◽  
Equation Modeling ◽  
Internal Resources ◽  
Small Medium Enterprises ◽  
The Relationship

The aim of this study is to provide clarity of intellectual capital effects and customer satisfaction as a mediating variable in the relationship between digital marketing for firm performance. The study was conducted on Small Medium Enterprises (SMEs) in Kudus district by taking a sample of 134 SME managers such as owners and operational managers. Through structural equation modeling (SEM) analysis, it is discussed that the mediated hypothesized effect is statistically significant. In other words, intellectual capital and customer satisfaction can bridge the relationship of digital marketing variables to firm performance. This finding helps management in understanding the ability of internal resources to be able to utilize information technology to support the resources they have. Therefore, SMEs must pay attention to factors both internal and external, agreeing to understand the suitability of the firms in determining the most appropriate use of digital marketing.

scholarly journals DILEMATIS ANTARA PEMASARAN TRADISIONAL DENGAN PEMASARAN DIGITAL TERKAIT PERUBAHAN PERILAKU KONSUMEN: STUDI PADA MASA PANDEMI COVID-19

2021 ◽  
Vol 5 (2) ◽  
pp. 362
Author(s):  
Clarence Clarence ◽  
Yulianti Yulianti ◽  
Christian Halim ◽  
Puspa Ratna Sari ◽  
Keni Keni
Keyword(s):  
Structural Equation Modeling ◽  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Equation Modeling ◽  
The Relationship

Niat membeli dapat dipengaruhi oleh pemasaran tradisional maupun digital. Penelitian ini memiliki tujuan untuk mengetahui pengaruh pemasaran tradisional dan digital, serta efek moderasi pandemi Covid-19 terhadap niat membeli vitamin. Dalam penelitian ini, sampel yang terkumpul sebanyak 245 respondenyang diperoleh dari kuesioner yang dibagikan secara online melalui google form. Untuk analisis data, penelitian ini menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Hasil penelitian ini menunjukkan bahwa pemasaran tradisional dan digital memiliki pengaruh terhadap niat membeli. Sementara itu, pemasaran tradisional yang dimoderasi oleh pandemi Covid-19 tidak memiliki pengaruh terhadap niat membeli, namun hasil yang berbeda untuk pemasaran digital dimana pandemi Covid-19 memoderasi hubungan antara pemasaran digital dan niat membeli. Purchase intention can be influenced by both traditional and digital marketing. This study aims to determine the effect of traditional and digital marketing, as well as the moderating effect of the Covid-19 pandemic on the intention to buy vitamins. In this study, the sample collected was 245 respondents obtained from questionnaires distributed online via google form. For data analysis, this study uses Partial Least Square – Structural Equation Modeling (PLS-SEM) withSmartPLS software. The results of this study indicate that traditional and digital marketing have an influence on purchase intention. Meanwhile, traditional marketing moderated by the Covid-19 pandemic had no effect on purchase intention, but the results were different for digital marketing where the Covid-19 pandemic moderated the relationship between digital marketing and purchase intention.

PENGARUH COUNTRY OF ORIGIN, WORD OF MOUTH, KUALITAS YANG DIPERSEPSIKAN TERHADAP NIAT BELI: STUDY PADA KAMERA DIGITAL MEREK JEPANG

2019 ◽  
Vol 4 (3) ◽  
pp. 365-374
Author(s):  
Edy Purwanto ◽  
Aryo Wibisono
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Country Of Origin ◽  
Digital Camera ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Country Of Origin Image ◽  
Method Analysis

This study aims to test the influence of country of origin image and word of mouth on perceived quality. Then, the country of origin image and word of mouth and perceived quality on purchase intention of digital camera from Japan. The number of samples in this research are 230 respondents taken by purposive sampling method. Analysis of Structural Equation Modeling (SEM) is used to test the hypothesis. The results of this study showed that country of origin image and word of mouth have a positive and significant effect on perceived quality. Then, Word of mouth and perceived quality have a positive and significant effect on purchase intention but a country of origin image has no significant effect on purchase intention. 

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals WOM as The Mediator of Marketing Mix to Customer Satisfaction in Covid-19 Pandemic

2021 ◽  
Vol 14 (2) ◽  
pp. 147-157
Author(s):  
Novi Haryati ◽  
◽  
Rosita Widya Putri ◽  
Nisrina Qotrunnada ◽  
Yafi Alam Syah ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Descriptive Analysis ◽  
Secondary Data ◽  
Marketing Mix ◽  
Sem Analysis ◽  
Primary Data ◽  
Mediating Role ◽  
The Relationship

This study examines coffee shops’ marketing mix and its impact on customer satisfaction and word of mouth (WOM). Also, analyzing customer satisfaction mediates the relationship between the marketing mix and word of mouth. This study used a quantitative approach with 100 sampling of coffee shop’s customers across Malang City. Primary data collection is done by distributing questioner containing several questions using a Likert scale to the respondents, while secondary data is obtained from literature studies. For analyzing the data, this study applied descriptive analysis and statistical analysis employed WarpPLS 7.0 software to perform the Partial Least Squares-Structural Equation Modelling (PLS-SEM) analysis. This study proves that marketing mix has a positive and significant effect on customer satisfaction, and the same relationship was found between the marketing mix and WOM. An important finding from this study is that customer satisfaction plays a mediating role between marketing mix and word of mouth.

scholarly journals A RELAÇÃO DA PREOCUPAÇÃO AMBIENTAL COM O CONSUMO DE PRODUTOS VERDES NO VAREJO

2016 ◽  
Vol 15 (3) ◽  
pp. 821 ◽  
Author(s):  
Sergio Silva Braga Junior ◽  
Edgard Monforte Merlo ◽  
Dirceu Da Silva
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Environmental Concern ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Green Products ◽  
Green Consumption ◽  
Relationship Of ◽  
The Relationship

<p>O objetivo com a presente pesquisa foi avaliar a relação da preocupação ambiental do consumidor com sua efetiva declaração de compra de produtos verdes no varejo. Orientado por uma linha de pesquisa que busca explicar o fato de o comportamento ter como precedente a intenção e não a atitude, foi avaliado se a preocupação dos consumidores com o meio ambiente está sendo convertidas em intenção de compra e posterior declaração de compra. O problema que orientou a pesquisa pode ser expresso pela seguinte questão: a preocupação ambiental está relacionada com a intenção de compra para se tornar compra declarada de produtos verdes no varejo? Para responder a essa questão e atender ao objetivo proposto, foi realizada uma pesquisa de natureza quantitativa por meio de um <em>survey</em> com 1.233 consumidores reais de quatro capitais brasileiras, avaliando-se a percepção que eles possuem de si mesmos e dos outros. A análise de dados foi feita utilizando-se a modelagem de equações estruturais por meio do <em>software</em> SmartPLS 3.0. Os resultados indicam que os consumidores pesquisados não demonstram relacionar diretamente sua preocupação ambiental com a compra declarada de produtos verdes, que revelou ser formada pela intenção de compra. Isso foi observado nas duas condições, quando os consumidores responderam sobre a sua percepção e sobre a dos outros (sociedade).</p><p>Palavras-chave: Consumo verde. Preocupação ambiental. Varejo. Comportamento do consumidor.</p><p> </p><p align="center"><strong><em>The relationship of environmental concern with green products consumer in retail</em></strong></p><p> </p><p align="center"><em>Abstract</em></p><p align="center"><em> </em></p><p>The purpose with this research was to evaluate the environmental consumer concern with their actual purchase statement for green products in retail. Guided by a line of research that seeks to explain the fact that the behavior has as a precedent the intention and not the attitude was assessed to consumer concern about the environment and these are converted into purchase intent and purchase later statement. The problem oriented research can be expressed by the following question: Environmental concern is related to the purchase intention to become declared purchase of green products at retail? To resolve this matter and meet the proposed objective, a quantitative research through a survey with the 1233 actual consumers of four brazilian capitals assessing his perception as an individual was carried out and as he watches others. Data analysis was performed using the structural equation modeling through SmartPLS 3.0 software. The results indicate that consumers surveyed do not demonstrate directly relate their environmental concerns with the purchase declared for green products, which were shown to be formed by purchase intent. This perception takes place in the two conditions, when they respond on their perception and when they answer about how he observes others (society).</p><p>Keywords:<strong> </strong>Green consumption. Environmental concern. Retail. Consumer behavior.</p>

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce

2021 ◽  
pp. 1313-1338
Author(s):  
Shukuan Zhao ◽  
Yiwen Fang ◽  
Weiyong Zhang ◽  
Hong Jiang
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Question ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Theoretical Understanding ◽  
Perceived Benefit ◽  
The Relationship

It is a class research question about how trust and perceived benefit affect consumers' purchase intentions. This research examines the relationship in a very different context: consumer-to-consumer (C2C) e-commerce in China. Specifically, this research empirically assesses the differences in effect size due to the change of context. First, a theoretical model linking trust, perceived benefit, and their antecedents to purchase intention is developed upon the literature. Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China. Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses. A developing country context can indeed affect the strength of effect. These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding. Meanwhile, they can also provide useful guidance for managers.

Factors influencing green purchase behavior of millennials in India

2018 ◽  
Vol 29 (5) ◽  
pp. 798-812 ◽  
Author(s):  
Richa Chaudhary ◽  
Samrat Bisai
Keyword(s):  
Willingness To Pay ◽  
Cultural Context ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Buying Behavior ◽  
Content Type ◽  
The Relationship

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

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