scholarly journals PERAN KREDIBILITAS INFLUENCER, PENGETAHUAN PRODUK, DAN NEGARA ASAL PADA NIAT BELI SMARTPHONE OPPO A9 2020

2021 ◽  
Vol 5 (1) ◽  
pp. 111
Author(s):  
Ilham Candra Prayoga ◽  
Yessy Artanti
Keyword(s):  
Social Media ◽  
Communication Technology ◽  
Purchase Intention ◽  
Country Of Origin ◽  
High Mobility ◽  
Purchase Intentions ◽  
Sampling Techniques ◽  
Product Knowledge ◽  
The Times ◽  
Positive Effect

Di era saat ini, perkembangan zaman dan mobilitas manusia yang semakin tinggi, teknologi komunikasi pada media sosial juga berkembang terutama mengenai smartphone. Smartphone Oppo A9 2020 yang dirilis di Indonesia pada September 2019. Diposisikan sebagai kelas menengah atas, harga terjangkau, tetapi dengan spesifikasi kamera dan internal memuaskan, Oppo A9 2020 mengusung chipset Snapdragon 665 sebagai 'otak' utamanya. Jenis dan ukuran layar: IPS 6,5 inci, namun terdapat smartphone Realme 5 pro yang menjadi rival Oppo A9 2020 di mana merek Oppo merupakan merek smartphone yang lebih dulu hadir dan unggul daripada merek smartphone Realme, namun smartphone Realme lebih menarik niat konsumennya di Indonesia. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh influencer credibility, product knowledge, dan country of origin terhadap purchase intention calon pembeli smartphone Oppo A9 2020. Pengolahan data pada penelitian ini menggunakan regresi linier berganda dengan teknik nonprobability sampling dan metode yang digunakan adalah judgmental sampling pada sampel berjumlah 200 responden melalui media sosial. Penelitian ini menunjukkan hasil dari pengaruh kredibilitas influencer, pengetahuan produk serta asal negara memiliki pengaruh positif yang signifikan terhadap niat beli pada produk smartphone Oppo A9 2020. In the current era, the times and the increasingly high mobility of people, communication technology on social media is also developing, especially regarding smartphones. Oppo A9 2020 smartphone released in Indonesia in September 2019. Positioned as an upper middle class, affordable prices, but with satisfying camera and internal specifications, the Oppo A9 2020 carries the Snapdragon 665 chipset as its main 'brain'. Screen type and size: IPS 6.5 inches, but there is a Realme 5 pro smartphone that rivals the Oppo A9 2020 where the Oppo brand is a smartphone brand that is first present and superior to the Realme smartphone brand, but the Realme smartphone is more attractive to consumers in Indonesia. . This study aims to analyze and discuss the influence of influencer credibility, product knowledge, and country of origin on the purchase intention of prospective smartphone buyers for the Oppo A9 2020. Data processing in this study uses multiple linear regression with nonprobability sampling techniques and the method used is judgmental sampling on the sample totaling 200 respondents through social media. This study shows the results of the influence of influencer's credibility, product knowledge and country of origin have a significant positive effect on purchase intentions on the Oppo A9 2020 smartphone product.

scholarly journals The War of Global Brands: The Innovator VS The Challenger

2020 ◽  
Vol 2 (2) ◽  
pp. 68
Author(s):  
I Made Sindhu Yoga ◽  
Nyoman Wirajaya Patra
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Performance ◽  
Global Brands ◽  
Equity Model ◽  
Positive Effect

The purpose of this study is to explain the influence of brands and countries of origin of consumer attitudes in choosing cell phone products (iPhone and Xiaomi as a representative of two different countries). Hence, this research tries to propose and compares two different models of the brand in the correlation with the brand equity model. The data was collected from Millennial generation respondents, SES A and B who are have spending power, intention to buy and no consideration related to the price but the value of the product itself. The analysis technique used Partial Least Square (PLS). The results showed that the importance of the brand, brand performance, brand image has a positive effect on attitude. The importance of the brand, brand performance, and brand image simultaneously have a positive effect on attitude. Country of origin has a positive effect on purchase intentions. Price and attitude have a positive effect on purchase intention. Country of origin, price and attitude simultaneously have a positive effect on purchase intentions

The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
ANAS NUGRAHA ◽  
REFIUS PRADIPTA SETYANTO
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Method ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Sampling Techniques ◽  
Consumer Purchase Intention ◽  
Positive Effect

The purpose of this research is to know and analyze the effect of vlogger credibility as amarketing media on social media youtube on brand awareness to customer purchaseintention study on Traveloka with Arief Muhammad as a vlogger on youtube. The sample inthis study there are 150 respondents who are active on social media youtube. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non- probability sampling techniques are used for sampleselection. Data were analyzed using Structural Equation Modeling (SEM) with SPSS andAMOS statistical software. The results of this study show that, (1) Credibility of vlogger hasa positive effect on brand awareness. (2) Attractiveness of vlogger has a positive effect onbrand awareness. (3) Expertise of vlogger has a positive effect brand awareness. (4) Brandawareness has a positive effect on consumer purchase intention.

scholarly journals The Effects of Price Perception, Product Knowledge, Company Image, and Perceived Value on Purchase Intentions for Automotive Products

2021 ◽  
Vol 6 (5) ◽  
pp. 47-50
Author(s):  
Made Theoresta Taruna Jaya Ayub ◽  
Ni Made Wulandari Kusumadewi
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Purchase Intention ◽  
Perceived Value ◽  
Purchase Intentions ◽  
Product Knowledge ◽  
Significant Positive Effect ◽  
Price Perception ◽  
Analysis Technique ◽  
Positive Effect

The purpose of this study is to explain the effect of price perception, product knowledge, company image, and perceived value on purchase intention. The method used is purposive sampling with a sample of 120 people. The method of data collection is through the distribution of instruments. The data analysis technique used is regression analysis. The results of this study indicate that price perception has a significant positive effect on purchase intention. This shows that the higher the price perception, the higher the intention to buy the product. Product knowledge has a significant positive effect on purchase intention. This shows that the higher the product knowledge, the higher the intention to buy the product. Company image has a significant positive effect on purchase intention. This shows that the better the company's image, the higher the purchase intention. Perceived value has a significant positive effect on purchase intention. This shows that the higher the value of a product, the higher the purchase intention.

scholarly journals Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli pada Burger King Indonesia

2021 ◽  
Vol 9 (2) ◽  
pp. 478
Author(s):  
Agatha Christy Avega Dumatri ◽  
Tias Andarini Indarwati
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Significant Influence ◽  
Fast Food ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Sampling Techniques ◽  
Fast Food Restaurants

Competition for fast food restaurants is so fierce that companies need to find ways to do marketing wisely. Social media is one of the growing platforms that can be used as a marketing medium to reach consumers widely and quickly, which will lead to the emergence of consumer purchase intentions. This study aims to examine the effect of viral marketing and brand awareness on purchase intention. This study used 200 respondents with non-probability sampling techniques, and the method used was judgmental sampling were distributed using online questionnaires. Data were analyzed using multiple linear regression. This study found that viral marketing and brand awareness have a significant influence on purchase intention “Burger King Indonesia”. Based on the result, it can be used as a recommendation “Burger King Indonesia” in increase brand awareness more among competitors and have an impact to purchase intention.

scholarly journals Pengaruh Pengetahuan Produk, Keterlibatan Produk, Dan E-Wom Terhadap Niat Pembelian Produk Max Factor Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Tarumanagara Melalui Website Sociolla Di Jakarta

2021 ◽  
Vol 3 (2) ◽  
pp. 491
Author(s):  
Tania Ulrica ◽  
Yenny Lego
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Purchase Intentions ◽  
Product Knowledge ◽  
Significant Positive Effect ◽  
Product Involvement ◽  
Purposive Sampling ◽  
Positive Effect

The purpose of this study is to examine the effect of product knowledge, product involvement, E-WOM on purchase intention of Max Factor products in students of the Faculty of Economics & Business, Tarumanagara University through the Sociolla website in Jakarta. The sampling method in this study was purposive sampling. The sample in this study are 100 respondents who were students of the Faculty of Economics and Business, Tarumanagara University who knew and had never bought Max Factor products on the Sociolla website in Jakarta. Data is being processed using the sofware SmartPLS 3. The results of this study are The results of this study shows that product knowledge has a significant positive effect on purchase intention, product involvement has a significant positive effect on purchase intentions, E-WOM  has a significant positive effect on purchase intentions. Tujuan dari penelitian ini adalah untuk menguji pengaruh pengaruh pengetahuan produk, keterlibatan produk, E-WOM terhadap niat pembelian produk Max Factor pada mahasiswi Fakultas Ekonomi & Bisnis Universitas Tarumanagara Melalui Website Sociolla di Jakarta. Metode pengambilan sampel pada penelitian ini adalah purposive sampling. Sampel dalam penelitian ini berjumlah 100 responden yang merupakan mahasiswi Fakultas Ekonomi dan Bisnis Universitas Tarumanagara yang mengetahui dan belum pernah membeli produk Max Factor pada Website Sociolla di Jakarta. Data diolah dengan menggunakan software SmartPLS 3. Hasil penelitian ini menunjukkan bahwa pengetahuan produk memiliki pengaruh positif signifikan terhadap niat pembelian, keterlibatan produk memiliki pengaruh positif signifikan terhadap niat pembelian, E-WOM memiliki pengaruh positif signifikan terhadap niat pembelian.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals The effect of supply chain quality perception and country of origin on Smartphones purchase intention of Indonesian consumers

2022 ◽  
Vol 10 (1) ◽  
pp. 277-284 ◽  
Author(s):  
Wawan Prahiawan ◽  
Mochammad Fahlevi ◽  
Juliana Juliana ◽  
John Tampil Purba ◽  
Khamaludind Khamaludind ◽  
...  
Keyword(s):  
Significant Relationship ◽  
Purchase Intention ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Study Data ◽  
Purchase Intentions ◽  
Snowball Sampling ◽  
Online Questionnaire ◽  
Sampling System ◽  
Quality Perception

The purpose of this study was to analyze the relationship between Role of Country of Origin and Quality Perception of Smartphones Purchase Intention. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software as a data processing tool. In this study, data collection technique was carried out using either a questionnaire or online questionnaire which was distributed to 120 respondents of Millennial Smartphone Consumers. Sampling system was a snowball sampling method. Based on the results of hypothesis testing, it was found that there was a positive and significant relationship between Country of origin and perceived quality of the product. There was also a positive and insignificant relationship between Country of origin and purchase intentions. Finally, there was a positive and significant relationship between perceived quality and consumer purchase intentions.

How do foreign customers' perceptions of product-harm crises affect their transfer of capability- and character-based stigma?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rui Xue ◽  
Gongming Qian ◽  
Zhengming Qian ◽  
Lee Li
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Spillover Effects ◽  
Future Research ◽  
Product Knowledge ◽  
Content Type ◽  
Stigma By Association ◽  
Product Preferences ◽  
Association Effect

PurposeCustomers often trace a product-harm crisis to the deviant firm's capability- or character-relevant issues. This study examines how capability- and character-based stigma associated with product-harm crises influence foreign customers' product preferences (i.e. brand affect and purchase intention) for other firms from the same country of origin.Design/methodology/approachQualitative survey data are used to test hypotheses with a structural equation model.FindingsThe authors find that negative capability judgment significantly affects foreign customers' product preferences for other firms from the same country of origin, whereas negative character judgment does not. However, customers' national animosity and product knowledge moderate the stigma spillover effects. Specifically, national animosity and product knowledge weaken the spillover effects of capability-based stigma but strengthen those of character-based stigma.Research limitations/implicationsFuture research could examine strategies for uninvolved firms to avoid the stigma-by-association effect. Moreover, due to the lack of resources to collect data, this study does not investigate how customers' generalized favorability and familiarity with crisis-stricken firms and uninvolved firms moderate the stigma-by-association effect.Originality/valueThe findings of this study advance our knowledge on product-harm crises and the stigma-by-association effect.

Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

scholarly journals Effect of country of origin image, product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking as a mediator variable: Indonesian women’s perspective

2019 ◽  
Author(s):  
Emalia Diah Augusta ◽  
Dien Mardhiyah ◽  
Tika Widiastuti
Keyword(s):  
Information Seeking ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Negative Impact ◽  
Country Of Origin ◽  
Product Knowledge ◽  
Brand Familiarity ◽  
Country Of Origin Image ◽  
Mediator Variable ◽  
Research Show

The purpose of this research is to analyze the influence of country of origin image, product knowledge, brand familiarity on purchase intention with information seeking as the mediation variable with Etude House cosmetic product as the object research in Indonesia. This research is a quantitative research that using SEM AMOS and Sobel test to analyze data. Sample of this research were 213 women in Indonesia who have known brand Etude House and never bought them but they knew that Etude House is Korea brand. The results of this research show that country of origin image, information seeking, and brand familiarity have positive impacts on purchase intention, and information seeking mediated the influence of country image on purchase intention, but product knowledge have negative impact on both information seeking and purchase intention, but also information seeking is not mediated the influence of product knowledge on purchase intention.

Sign in / Sign up

Export Citation Format

Share Document