The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

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The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

User-Generated Content and its Impact on Branding ◽

10.1007/978-3-658-02350-8_9 ◽

2014 ◽

pp. 91-105 ◽

Cited By ~ 1

Author(s):

Severin Dennhardt

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Awareness ◽

User Interactions ◽

The Impact

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The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling

Petra International Journal of Business Studies ◽

10.9744/ijbs.1.2.70-79 ◽

2018 ◽

Vol 1 (2) ◽

pp. 70-79

Author(s):

Erick Setiadi ◽

Michael Adiwijaya ◽

Hartono Subagio

Keyword(s):

Purchase Intention ◽

Country Of Origin ◽

Sampling Technique ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Relationship Of ◽

The Impact ◽

The Relationship ◽

Selection Of

This study aims to analyze the relationship of Brand Awareness and Country of Origin by using Self Congruity as a mediation for Purchase Intention. This causal study used a questionnaire based survey as a data collection method and was distributed to 200 respondents which is a sample of this study. The selection of this research sample used a purposive sampling technique with criteria determined by the researcher. The results showed that the three hypotheses in this study have a significant influence and two hypotheses were rejected. all indicators on the related variables can be developed using PLS data (Partial Least Square). In addition, this study shows that Self Congruity as the most influential variables affecting respondents Purchase Intention toward Wuling car.

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SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

Ekonomska misao i praksa ◽

10.17818/emip/2021/2.8 ◽

2021 ◽

Vol 30 (2) ◽

pp. 475-492

Author(s):

Adelina Emini ◽

◽

Jusuf Zeqiri

Keyword(s):

Social Media ◽

Purchase Intention ◽

Transition Economy ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Survey Tool ◽

Brand Engagement ◽

The Impact ◽

The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

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STUDI MENGENAI MINAT BELI KONSUMEN ROKOK

Stability: Journal of Management and Business ◽

10.26877/sta.v2i1.4034 ◽

2019 ◽

Vol 2 (1) ◽

Author(s):

Gilang Puspita Rini, Iwan Suroso, Faridhatun Faidah

Keyword(s):

Brand Equity ◽

Purchase Intention ◽

Product Category ◽

Brand Awareness ◽

Brand Associations ◽

Significance Level ◽

Brand Association ◽

Cigarette Brand ◽

Index Value ◽

The Impact

AbstrakSalah satu produk yang mengandalkan komponen ekuitas merek untuk bersaing di kategori produknya ini adalah produk rokok dimana pada data yang diperoleh top of mind, yang merupakan tingkatan tertinggi dalam kesadaran merek, yang di adaptasi dari nilai top brand indeks, diketahui bahwa terjadi penurunan top brand indeks pada rokok merek Djarum Super milik PT Djarum selama tahun 2012-2014. Adanya penurunan top brand indeks yang mencerminkan adanya penurunan tingkat kesadaran merek konsumen rokok Djarum Super inilah yang melatarbelakangi penulis untuk meneliti apakah penurunan tersebut mempunyai hubungan dengan naik turunnya minat beli. Sehingga tujuan dari penelitian ini adalah untuk mengembangkan sebuah model mengenai dampak asosiasi merek dan kesadaran merek terhadap minat beli rokok Djarum Super. Populasi yang diambil dalam penelitian ini adalah konsumen rokok merek Djarum Super dengan minimal konsumsi lebih dari 1 tahun di Kabupaten Kudus dengan sampel sebanyak 75 responden. Berdasarkan hasil oleh data melaui SPSS, maka diperoleh hasil bahwa seluruh variabel independen dapat menjelaskan variabel dependennya dibuktikan dengan tingkat signifikansi sebesar 0%.Kata Kunci :niat beli; asosiasi merek; kesadaran merekAbstractOne product that relies on brand equity components to compete in its product category is cigarette products where the data obtained from top of mind, which is the highest level in brand awareness, is adapted from the top brand index value, it is known that there is a decrease in the top brand index on Djarum Super's cigarette brand owned by PT Djarum during 2012-2014. The decline in the top brand index, which reflects the decline in the level of awareness of the Djarum Super cigarette consumer brand, is the background of the authors to examine whether the decline has a relationship with the up and down of buying interest. So the purpose of this study is to develop a model on the impact of brand associations and brand awareness on purchase intention in Djarum Super cigarettes. The population taken in this study is the consumer cigarette brand Djarum Super with a minimum consumption of more than 1 year in Kudus Regency with a sample of 75 respondents. Based on the results by the data through SPSS, the results obtained that all independent variables can explain the dependent variable is proven by a significance level of 0%.Keywords:purchase intention; brand association; brand awareness

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Pengaruh Kesadaran Merek Terhadap Niat Beli Dengan Sikap Rekomendasi Sponsor Sebagai Variabel Mediasi Pada Konsumen Samsung di Kota Banda Aceh

E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis ◽

10.29103/e-mabis.v17i1.55 ◽

2016 ◽

Vol 17 (1) ◽

pp. 1-8

Author(s):

Iskandarsyah Madjid ◽

Adek Maulana

Keyword(s):

Hierarchical Linear Modeling ◽

Purchase Intention ◽

Sampling Technique ◽

Positive Influence ◽

Purchase Intentions ◽

Brand Awareness ◽

Linear Modeling ◽

The Impact ◽

Positive Effect ◽

Banda Aceh

The purpose of this study was to measure the impact of brand awreness to purchase intention with attitude toward sponsor recomendation as mediating variables on Phone cell consumers in Banda Aceh. Data we collected from a sample of 100 respondents. Data collection equipments used in this research is a questionnaire. The sampling technique used was purposive sampling. Hierarchical Linear Modeling (HLM) was used as method of analysis to determine the effect of all the variablesinvolved. Based on the result of HLM analysis there is a positive effect on brand awareness toward purchase inten, brand awareness has a positive influence on the sponsor recommendation behavior, sponsor recommendation behavior has a poitive influence on purchase intentions, and attitude toward sponsor recomendation mediated the effect of the brand awareness toward purchase intention.Keywords: Brand Awareness, Attitude Toward Sponsor Recomendation, PurchaseIntention, Hierarchical Linear Modelling

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