The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media

2021 ◽  
Vol 6 (4) ◽  
pp. 235-244
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Product Reviews

Objective - Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions about how their product is marketed and promoted and how consumers are persuaded to buy their products. This study aims to analyze factors that influence consumers purchase intentions in relation to Xiaomi smartphones. The context of the analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Methodology/Technique - A survey method is conducted and the respondents were chosen using non-probability sampling with convenience technique. Data wasanalyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version. Findings - The results show that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have a significant positive influence on purchase intention for Xiaomi smartphones.Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content isneeded to keep customers engaged and committed to the Xiaomi social media platforms, such as photo competitions with Xiaomi cameras. Social media allows consumers to post user-generated content (such as online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Novelty - Social media also allowscompanies to have conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through their Brand Page, a company can execute social media strategies and, if done correctly, it will increase Xiaomi brand image and sales. Type of Paper - Empirical Keywords: Brand Page Commitment; Brand Awareness; Electronic WOM; Brand Image; Purchase Intention JEL Classification: M30, M39.

The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media in Indonesia

2021 ◽  
Vol 12 (1) ◽  
pp. 121-121
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Social Media Platform ◽  
Media Platform

Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions how their product marketed and promoted and how consumers are persuaded to buy their product. This study aims to analyze factors that influence consumers purchase intention on Xiaomi smartphone. Context of analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Survey method is conducted and respondents were chosen by using non-probability sampling with convenience technique. Data were analyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version 3. The result shows that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have significant positive influence on purchase intention for Xiaomi smartphone. Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content are needed to keep customers engagement and commitment to the Xiaomi social media platform, such as photo competition with Xiaomi camera. Social media allow consumers to post user-generated content (such as, online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Social media also allow company has conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through Brand Page, company can execute social media strategy, and if done correctly it will increase Xiaomi brand image and purchase of this product. Keywords: Brand Page Commitment, Brand Awareness, Electronic WOM, Brand Image, Purchase Intention

scholarly journals Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

2021 ◽  
Vol 9 (12) ◽  
pp. 132-144
Author(s):  
Wawan Prasetia ◽  
Anas Hidayat
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Brand Association ◽  
Positive Effect

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

scholarly journals Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽  
2021 ◽  
Vol 22 (2) ◽  
Author(s):  
Santi Rimadias ◽  
Nesta Alvionita ◽  
Adinda Putri Amelia
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Engagement ◽  
Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

Model of Brand Salience of Consumer Skincare Soap Products

Metamorphosis ◽  
2019 ◽  
Vol 18 (2) ◽  
pp. 130-141
Author(s):  
Balakrishnan Menon
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Practical Implication ◽  
Brand Choice ◽  
Least Square Method ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Brand Association ◽  
Consumer Memory

Brand salience is the eminence of a brand in the consumer memory and is linked to the brand choice and purchase by consumers. Brand salience is the brand’s propensity to get noticed and influenced by consumers in buying situations. This research is aimed at proposing a model of brand salience for fast-moving consumer goods products, which incorporates brand awareness, brand salience, and brand image leading to the purchase intention. Brand awareness was measured with the dimensions of brand knowledge, brand recall, and brand association. Results of the data analysis conducted using partial least square method with structured equation modelling found empirical evidence of a model of brand salience where there was a significant relationship between brand salience and purchase intention. It was found that predominant brand awareness and brand image substantiated to building brand salience. The evidence supported building a primary brand salience to build the depth and breadth of the brand’s associations in consumer memory. The practical implication of the study is that a marketer can build sufficient brand salience; it increases the probability of purchase intention, which in turn is the most important aspect for any company to increase product sales through enhanced customer equity, customer loyalty, and relationship marketing.

scholarly journals The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty

2020 ◽  
Vol 24 (3) ◽  
pp. 412
Author(s):  
Innocentius Bernarto, Margaretha P. Berlianto, Yohana F. C. P. Meilani, ◽  
Ronnie R. Masman, Ian N. Suryawan
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Survey Method ◽  
Brand Trust ◽  
Coffee Shop ◽  
Positive Effect

The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its uniqueness. This competition has resulted in them competing to increase competitiveness by using logos, symbols, unique names – or what is usually called a brand to become a differentiator among the competitors. This study was done in a quantitative manner. The data was collected by using a questionnaire distributed using a survey method. Using a snowball sampling, a total of 436 samples were used and analyzed statistically using the partial least square – structural equation modeling (PLS-SEM) approach using SmartPls 3.0 program. The results show that brand awareness and brand trust had a positive effect on brand loyalty. However, the brand image did not have a positive effect on brand loyalty. This study is expected to provide input to the coffee shop management on how to increase their brand loyalty which can be done by increasing their brand awareness, brand image, and brand trust.

scholarly journals ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

2021 ◽  
Vol 5 (1) ◽  
pp. 53-61
Author(s):  
Christian Kuswibowo (Politeknik APP) ◽  
Aji Kresno Murti (Politeknik APP)
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Model ◽  
Least Square ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.

scholarly journals The Effect of Service Quality, Trust, Brand Image on Customer Satisfaction (Study on Cimb Niaga Tabungan Bisnis PT. Bank Cimb Niaga Tangerang Bintaro Branch)

2020 ◽  
Vol 5 (8) ◽  
pp. 1767-1772
Author(s):  
Defi Alfianto ◽  
Dr. Tafiprios, SE,. MM
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Survey Method ◽  
Questionnaire Data ◽  
Analysis Method ◽  
Convenience Sampling

In this researchpintends to analyze the influence of service quality, trust, brand image and customer satisfaction. The object of this research is the customer of bank cimb niaga branch tanggerang bintaro the number of samples specified is a total of 100 respondents by using slovin calculation method. The sample withdrawal method uses Convenience Sampling. The method performed for data collection using the survey method, with research instruments is a questionnaire. Data analysis method using SEM Partial Least Square (PLS).. Penelitian has proven telah that thequality of service has a positive and significant effect on customer satisfaction,trust kepercayaan has a positive and significant effect on customer satisfaction,and the brand image has a positive and significant effect on pt customer satisfaction. Bank CIMB Niaga Tangerang Bintaro Branch

scholarly journals Mediating Effect of Social Media Marketing Adoption Towards Business Performance: An Approach of Structural Equation Modelling Partial Least Square (SEM-PLS)

2020 ◽  
Vol 11 (5) ◽  
pp. 100
Author(s):  
Muhammad Faizal Samat ◽  
Mohd Nor Hakimin Yusoff ◽  
Mohammad Ismail ◽  
Nur Amalina Awang ◽  
Norazlan Anual
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Business Environment ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Competitive Intelligence ◽  
Social Media Marketing ◽  
Survey Method ◽  
Technological Support

Business environment in Malaysia has become more competitive due to the advancement of technology and globalisation including the small and medium enterprises (SMEs). SMEs have so long devised various marketing strategies in order to penetrate the online advertisement clutter alongside improving their performance. Past studies have shown that using ICT such as social media help to improve SMEs’ performance. The owner-managers themselves determine the adoption of social media in their marketing due to the process of information collection and analysis are highly relied on them. Most of the SMEs have their own websites but these are primarily used as an information tool only. Thus, this study investigated the mediating role of social media marketing adoption between technological support, organisational support, government support and competitive intelligence towards the performance of SME. The theoretical framework of this study is substantiated by Resource-based View (RBV) theory and supported by Technology, Environment and Organisation (TOE) framework. This study has been carried out in the East Coast region of Malaysia consisting of Kelantan, Terengganu and Pahang states and also employed a questionnaire survey method. From 1920 questionnaires distributed, 339 responses were returned and found usable for the final analysis using the structural equation model partial least square (SEM-PLS). The findings revealed that the adoption of social media marketing mediates the relationship between these technological, organisational, and government supports, the competitive intelligence, and SME performance. Finally, the study’s theoretical and practical implications as well as the limitations and directions for future research were provided and discussed.

scholarly journals The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia

2018 ◽  
Vol 6 (4) ◽  
pp. 140-146
Author(s):  
Vita Briliana ◽  
Nurti Widayati
Keyword(s):  
Brand Loyalty ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Cost Effective ◽  
Positive Influence ◽  
Jel Classification ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Brand Love

Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in Indonesia. Methodology/Technique - This research uses a purposive sampling technique to select 380 GO-JEK users. Partial least square version 3.0 analysis was used to analyze the data collected through the questionnaires. Findings - The study reveals that brand love, brand trust and brand loyalty have a positive influence on word-of-mouth advertising. Novelty - Brand love strongly influences brand trust, followed by brand loyalty and word-of-mouth. Type of Paper - Empirical. Keywords: Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth. JEL Classification: M30, M31, M39.

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