scholarly journals THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

2021 ◽  
Vol 3 (9) ◽  
pp. 313-333
Author(s):  
Gabriel Audelia Martiawan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Short Film ◽  
Marketing Communication ◽  
Online Questionnaire ◽  
Web Series ◽  
The Relationship

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

scholarly journals The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam

2017 ◽  
Vol 9 (1) ◽  
pp. 148 ◽  
Author(s):  
Mai Ngoc Khuong ◽  
Ngo Thi Kim Chau
Keyword(s):  
Purchase Intention ◽  
Quantitative Approach ◽  
Brand Awareness ◽  
Sports Fans ◽  
Empirical Results ◽  
Brand Recognition ◽  
The Relationship

The purpose of this research was to investigate how event sponsorship directly affected customer’s purchase intention and indirectly through the mediation of brand awareness. The quantitative approach was applied with structured questionnaires directly delivered to sports fans of V-league football champion in Binh Duong province, Vietnam. The empirical results showed that attitude and attention towards the sponsorship indirectly affected purchase intention. The fit of the sponsored events and event involvement both directly and indirectly affected customer’s purchase intention. In addition, brand recognition played a meaningful mediation role in the relationship between event sponsorship and customer’s purchase intention.

scholarly journals The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

2016 ◽  
Vol 11 (8) ◽  
pp. 162 ◽  
Author(s):  
Elham Fakhri Tomalieh
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Major Effect ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Intent ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent.<strong> </strong>The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

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