scholarly journals PENGUJIAN FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION SECONDATE

2021 ◽  
Vol 5 (2) ◽  
pp. 395
Author(s):  
Canny Canny ◽  
Hetty Karunia Tunjungsari
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Online Survey ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Brand Awareness ◽  
Factors Affecting ◽  
Digital Era ◽  
The Relationship ◽  
Practical Implications

Tujuan dari penelitian ini untuk mengetahui faktor-faktor yang mempengaruhi purchase intention produk kosmetik Korea merek Secondate. Variabel yang diteliti meliputi firm generated content, brand awarenesss, eWOM, brand loyalty, serta purchase intention. Terdapat 200  responden produk Secondate di Jabodetabek yang berpartisipasi dalam survei yang dilakukan secara online. Hasil dari penelitian ini menunjukkan bahwa brand loyalty dan brand awareness dapat memediasi pengaruh firm generated content pada purchase intention, namun eWOM tidak terbukti memiliki peran mediasi dalam pengaruh firm generated content pada purchase intention. Secara teoretis hasil penelitian ini memiliki implikasi dalam pengembangan literatur bidang pemasaran pada era digital. Adapun implikasi praktis hasil penelitian ini dapat dimanfaatkan bagi pemasar dalam menyusun strategi pemasaran digital, khususnya dalam pemasaran di media sosial dengan memanfaatkan firm generated content.  The purpose of this study was to examine factors affecting purchase intention of Korean cosmetic products under the Secondate brand. Research variables consist of  firm generated content, brand awareness, eWOM, brand loyalty, and purchase intention. There are 200 Secondate respondents in Greater Jakarta who participated in the online survey. The results of this study indicate that brand loyalty and brand awareness have mediating effect in the relationship between firm generated content and purchase intention, however, eWOM had no mediating effect in the relationship between firm generated content and purchase intention. Theoretically, the results of this study have implications in the development of marketing literature in the digital era. The practical implications of the study can be used for marketers in developing digital marketing strategies, especially on social media marketing by utilizing firm generated content.

scholarly journals Factor Affecting Attitude and Purchase Intention of Luxury Fashion Product Consumption: A Case of Korean University Students

2020 ◽  
Vol 12 (18) ◽  
pp. 7497
Author(s):  
Maidul Islam ◽  
Bidhanchandra Nahakpam Singh
Keyword(s):  
College Students ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Brand Attitudes ◽  
Factors Affecting ◽  
South Korean ◽  
Product Consumption ◽  
Luxury Products ◽  
Korean College Students

The purpose of this study was to look into the factors affecting South Korean college students’ luxury goods purchases and their intent to buy them. A conceptual model was proposed and was tested by several hypotheses. Data were collected from Seoul, Daegu, and Daejeon in South Korea. A total of 153 respondents took part in this survey, which was conducted on brand awareness, social contrast, acquisitive, innovation in fashion, engagement in fashion, buying luxury brand attitudes, and buying interest of luxury products. Factor analysis and regression analysis were done to test the hypotheses by using SPSS. The results of this study indicated a significant positive relationship between the buying intention of luxury products and brand awareness, social contrast, and innovation in fashion. This paper help manufacturer and marketing managers to make better marketing strategies for college students.

scholarly journals Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

2012 ◽  
Vol 2 (1) ◽  
pp. 106 ◽  
Author(s):  
Annie Ng Cheng San ◽  
Choy Johnn Yee
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Marketing Intelligence ◽  
Counterfeit Products ◽  
Relationship Of ◽  
The Relationship ◽  
Practical Implications

Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit.  Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included. 

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

2021 ◽  
Vol 13 (1) ◽  
pp. 1-22
Author(s):  
Evo Sampetua Hariandja ◽  
Aurellia Adeline ◽  
Ferdinandus Eric ◽  
Yossel Christopher
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Validity And Reliability ◽  
Brand Reputation ◽  
Relationship Of ◽  
The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While  Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Matthew Barber ◽  
Mohammad Ishmam Abedin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Equation Modelling ◽  
Before And After ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Farzana Quoquab ◽  
Jihad Mohammad ◽  
Anis Makhillah Mohd Sobri
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Content Type ◽  
Brand Quality ◽  
Psychological Engagement ◽  
Destination Brand ◽  
Practical Implications

Purpose The present study attempts to shed some light on tourists’ destination brand loyalty (DBL) in the Malaysian ecotourism context. More specifically, this study aims to examine the relationships between electronic word of mouth (eWOM), destination brand quality (DBQ), destination brand image (DBI), psychological engagement (PE) and DBL. Design/methodology/approach Based on the Stimulus–Organism–Response theory and buyer black box model, this study developed a framework to address tourists’ loyalty towards ecotourism destinations. An online survey was carried out to collect data, which yielded 210 completed usable responses. Structural equation modelling – partial least squares was used to test the study hypotheses. Findings Findings from this study revealed that eWOM and destination product quality affect DBI. Moreover, data support the mediating effect of PE between DBI and DBL. Practical implications This study provides valuable insights for practitioners and policymakers of the tourism industry in creating a DBI, keeping tourists psychologically engaged and retaining their loyalty to the ecotourism destinations. Originality/value This study is amongst the first to examine the effect of eWOM and DBQ on DBI in the ecotourism context. It also examines PE in relation to the DBI, which is a comparatively new area in the literature.

Consumers' perceptions and responses towards online retailers' CSR

2020 ◽  
Vol 48 (12) ◽  
pp. 1277-1299
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Social Trust ◽  
Current Knowledge ◽  
Mediating Effect ◽  
Brand Identification ◽  
Content Type ◽  
Online Retailers ◽  
Consumer Purchase Intention ◽  
The Relationship

PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

scholarly journals The Mediating Role of Brand Engagement and Store Image on Relationship between Brand Identification and Purchase Intention: a Study of Omani Retail Market

2021 ◽  
Vol 27 (4) ◽  
pp. 609-621
Keyword(s):  
Purchase Intention ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Store Image ◽  
Retail Market ◽  
Brand Identification ◽  
Brand Engagement ◽  
Retail Marketing ◽  
The Relationship

Based on the convergence of social-identity and theory of reasoned action (TORA), the purpose of this research is to investigate the mediating effect of brand engagement and store image on the relationship between consumer brand identification and purchase intention. The study empirically investigates a theoretical framework developed from literature evidence using partial-least squares (PLS) structural equation modeling (SEM) to test hypotheses. A structured questionnaire, measuring items on a Likert seven scale, was used to collect data from 344 participants among shoppers of famous retail chains in Muscat. The results indicated that store-brand identification (SBI) alone is a weak predictor of purchase intention (PI). The results revealed that brand engagement (BE) and store image (SI) fully mediate the relationship between SBI and PI. Intrinsically, the study serves to enhance the insight into customers’ attitudes towards private-labeled store brands with a focus on the Omani retail market. The findings contribute a valuable insight on retail marketing strategies, and an interpretation into branding literature related to retail marketing and provide an understanding of marketing strategies and guidance for retail store management in Oman both at a strategic and tactical level.

scholarly journals Analyzing the Factors Affecting Purchase Intention of Drugstore Beauty Products

2021 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Regita Maharani ◽  
Christian Haposan Pangaribuan
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Online Survey ◽  
Factors Affecting ◽  
Intention To Purchase ◽  
Competitive Price ◽  
Main Effect ◽  
Shopping Enjoyment ◽  
The Relationship ◽  
Beauty Products

Objective – The objective of this study is to identify the key elements of buying beauty products in drugstore chains, discuss the reasons and factors behind why these drugstore chains had become the customers’ preference to visit and purchase beauty products, and to find out the relation of store convenience of drugstore chains to purchase intention of their beauty products. Methodology – The method used in this research is quantitative using an online survey started in November 2020. From 132 distributed questionnaires using Google Form link, only 106 responses are valid. Findings – The results reveal that shopping enjoyment and competitive price to have a significant influence on intention to purchase. However, the relationship between convenience and purchase intention was not supported. Novelty – Previous studies have predominantly examined the main effect of shopping convenience on purchase intention. This study extends our understanding of this relationship by highlighting the non-significant result in the convenience–intention linkage.

scholarly journals Brand Authenticity as a Mediator of Relationship Between Self-Congruity and Consumer Loyalty

2021 ◽  
Vol 4 (1) ◽  
pp. 35-42
Author(s):  
Susilo Hidayat ◽  
Farida Agus Setiawati
Keyword(s):  
Brand Loyalty ◽  
Online Survey ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Consumer Loyalty ◽  
Cross Sectional ◽  
Brand Authenticity ◽  
Effect Hypothesis ◽  
The Relationship ◽  
Coffee Shops

This study investigates the effect of brand authenticity as a mediator of self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers of various brands of coffee shops located in DIY. The mediation effect hypothesis was tested using a bootstrapping approach and additional analysis of the causal step approach using the Sobel test. Self-congruity and brand authenticity have a positive effect on brand loyalty. There is a partial mediating effect produced by brand authenticity on the relationship between self-congruity and brand loyalty. Consumers' consideration to be loyal to the brand is not only based on the suitability of their self-concept with the brand image/brand users image (self-congruity), but also the brand's authenticity.

Healthy lifestyle and food waste behavior

2019 ◽  
Vol 37 (2) ◽  
pp. 148-159
Author(s):  
Elisabetta Savelli ◽  
Barbara Francioni ◽  
Ilaria Curina
Keyword(s):  
Food Waste ◽  
Structural Equation ◽  
Online Survey ◽  
Ad Hoc ◽  
Healthy Lifestyle ◽  
Mediating Effect ◽  
Waste Reduction ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to address the food waste phenomenon by investigating the relationship between healthy lifestyle and food waste intensity and by considering the mediating role of food waste preventing behavior on such a relationship. Design/methodology/approach Based on an online survey of 1,941 UK millennial consumers, the research hypotheses were tested using the PLS-PM approach to structural equation model. Findings The results reveal that both the consumption of healthy food and the habit of eating at home enhance food waste reduction. Moreover, the findings corroborate the mediating effect of the food waste preventing behavior on the relationship between a healthy lifestyle and food waste intensity, thus underlying its role as an effective mechanism able to improve the influence of healthy lifestyle dimensions on food waste intensity. Practical implications The paper offers three levels of practical implications directed to public institutions, private manufacturers and retailers. Social implications The study underlines the key relevance of ad hoc educational programs aimed at improving the overall awareness of young consumers about food waste damages, by specifically identifying the main features on which these programs should focus. Originality/value This paper adds knowledge by helping to explain how and why a healthier lifestyle could translate into food waste reduction. Moreover, the study offers a comprehensive understanding of preventing behavior by proposing a rich overview of strategies to adopt to avoid food waste.

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