The Effect Of Wom And Advertising On Purchase Intention With Brand Awareness As Mediating Variable At Five Star Restaurants In Nusa Dua

Five-star hotel restaurants in the Nusa Dua area managed by international chains have similarities, namely not achieved the restaurant sales targets set by the company, restaurants not being remembered and known by consumers, restaurants not being advertised in various media, and TripAdvisor rankings, bubble ratings, and reviews are low. The above phenomena are related to the theory of word-of-mouth communication, advertising, brand awareness, and purchase intention. Research is conducted on the effect of word-of-mouth communication and advertising on purchase intention with brand awareness as a mediating variable. This type of research is explanatory research with non-probability purposive sampling technique with data collection techniques through questionnaires. Questionnaires were distributed to customers who had stayed and visited Eight Degrees South Conrad Bali and The Shore Hilton Bali for a period of one month from July 2021 to August 2021. The respondents who answered the questionnaire were 170 respondents. SEM PLS analysis was used to analyze the data. This study found that brand awareness has a positive and significant effect on purchase intention. WOM and advertising have no significant effect on purchase intention. WOM and advertising have a positive and significant effect on brand awareness. Brand awareness significantly mediates WOM and advertising on purchase intention. Restaurant managers are advised to advertise hotel restaurants on social media and advertorial advertisements to build brand awareness and consumer purchase intentions. Future research to explore the possibility of being developed in the room and spa division.

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The Effect Of Credibility, Electronic Word of Mouth Communication on Purchase Intentions

Journal of Business Management Review ◽

10.47153/jbmr21.832021 ◽

2021 ◽

Vol 2 (1) ◽

pp. 038-056

Author(s):

Septi Kurnia Prastiwi ◽

Annisah Siti Aminah

Keyword(s):

Purchase Intention ◽

Quantitative Research ◽

Word Of Mouth ◽

Sampling Technique ◽

Purchase Intentions ◽

Electronic Word Of Mouth ◽

Dependent Variables ◽

Simple Regression Analysis ◽

Word Of Mouth Communication ◽

Intervening Variables

The purpose of this study is to analyze the EWOM (Electronic Word Of Mouth) factors, namely the credibility, quality, and quantity of EWOM that affect purchase intentions through the company's image on the @ Jilbrave.Official account. This type of research is quantitative research. The population used was Muslim women in Surakarta. The sampling technique was carried out using probability sampling methods. This study used a questionnaire as a data collection method with a sample of 133 respondents. Data were analyzed using the SPPS 22 program. This study used simple regression analysis. The independent variables in this study are credibility (X1), quality (X2), and quantity (X3) of EWOM, while the dependent variables are purchase intention (Y) and company image (M) as the mediating / intervening variables. The results of this study indicate that: (1) EWOM credibility has a significant effect on purchase intentions on the @ jilbrave.official account, (2) EWOM quality has no significant effect on purchase intentions on the @ jilbrave.official account, (3) EWOM quantity has a significant effect on intention. purchases on the @ jilbrave.official account, (4) EWOM credibility has a significant effect on the company's image on the @ jilbrave.official account, (5) EWOM quality has no significant effect on company image on @ jilbrave.official account, (6) EWOM quantity has a significant effect on the company image on the @ jilbrave.official account, (7) The credibility and quantity of EWOM have a significant effect on purchase intentions on the @ jilbrave.official account through the company's image.

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PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP NIAT BELI

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2020.v09.i06.p19 ◽

2020 ◽

Vol 9 (6) ◽

pp. 2434

Author(s):

Ketut Ayu Wedayanti ◽

I Gusti Agung Ketut Sri Ardani

Keyword(s):

Path Analysis ◽

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Sampling Technique ◽

Purchase Intentions ◽

Brand Awareness ◽

Electronic Word Of Mouth ◽

Purposive Sampling ◽

Analysis Technique

This study aims to determine the effect of EWOM and brand awareness on purchase intentions through brand image as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the sobel test. This research is expected to contribute empirically about the influence between EWOM variables, brand awareness, brand image and purchase intention for the development of science and become a material for company management considerations. The results showed that EWOM and brand awareness had a positive and significant effect on purchase intentions. EWOM, and brand awareness have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image positively and significantly mediates the effect of EWOM and brand awareness on purchase intentions. Keywords: EWOM, brand awareness, brand image, purchase intention

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Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v4i3.7921 ◽

2020 ◽

Vol 4 (3) ◽

pp. 81

Author(s):

Luki Lukmanul Hakim ◽

Keni Keni

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Perceived Value ◽

Sampling Technique ◽

Purchase Intentions ◽

Brand Awareness ◽

Analysis Method ◽

Scale Method ◽

Customer Perceived Value ◽

Operational Variables

This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.

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Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch065 ◽

2021 ◽

pp. 1328-1345

Author(s):

Francesca Di Virgilio ◽

Gilda Antonelli

Keyword(s):

Social Media ◽

Consumer Behavior ◽

Theory Of Planned Behavior ◽

Planned Behavior ◽

Purchase Intention ◽

Word Of Mouth ◽

Electronic Word Of Mouth ◽

Online Purchase ◽

Social Media Platforms ◽

Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

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Motivations of guests contributing sWOM on social media: a case in Vietnam

Journal of Asian Business and Economic Studies ◽

10.1108/jabes-05-2020-0055 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Le Thi Thanh Ha ◽

Vo Thanh Thu

Keyword(s):

Social Media ◽

Structural Equation ◽

Word Of Mouth ◽

Opinion Leadership ◽

Equation Modeling ◽

Future Research ◽

Content Type ◽

Positive Effects ◽

Marketing Managers ◽

Restaurant Managers

PurposeThis paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests.Design/methodology/approachThe data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses.FindingsResults reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests.Research limitations/implicationsIt has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands.Practical implicationsThese findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs.Originality/valueThis is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.

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The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.6.011 ◽

2021 ◽

pp. 231-238

Author(s):

Oscarius Yudhi Ari Wijayaa ◽

Sulistiyanib Sulistiyanib ◽

Juliani Pudjowatic ◽

Theresia Siwi kartikawatid ◽

Ninik Kurniasih ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Purchase Intentions ◽

Social Media Marketing ◽

Equation Modeling ◽

Snowball Sampling ◽

Sampling System ◽

System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

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The Influence of Social Media on Consumer Purchase Intentions: Like Behavior as a Moderator

Journal of Sosial Science ◽

10.46799/jsss.v2i3.91 ◽

2021 ◽

Vol 2 (3) ◽

pp. 285-290

Author(s):

Mercyano Christi ◽

Shellyana Junaedi

Keyword(s):

Social Media ◽

Social Networking Sites ◽

Purchase Intention ◽

Purchase Intentions ◽

Brand Awareness ◽

Research Model ◽

Online Questionnaire ◽

Research On Research ◽

Value Perceptions ◽

Brand Information

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

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Ease of Communication as Mediating the Effect of Instagram Social Media on Purchase Intentions on the Marketplace

Jurnal Riset Ekonomi Manajemen (REKOMEN) ◽

10.31002/rn.v5i1.4344 ◽

2021 ◽

Vol 5 (1) ◽

pp. 39-47

Author(s):

Wisnalmawati Wisnalmawati ◽

◽

Agus Sasmito Aribowo ◽

Dipo Hardi Dewantoro ◽

Preya Alvita Yasmine ◽

...

Keyword(s):

Social Media ◽

Digital Media ◽

Purchase Intention ◽

Structural Equation ◽

Sampling Technique ◽

Purchase Intentions ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Validity And Reliability

Marketing using digital media on the internet has become a necessity in the era of industrial technology 4.0. The Covid-19 pandemic has caused a shift in consumer behavior. Usually face to face changes to online shopping. UMKM Kuncup Seruni is a company that manufactures herbs and herbs from agricultural and plantation products. MSME Sri Rejeki is engaged in processing salak fruit products into various types of food, drinks, and snacks. The two MSME partners have produced many products. MSME's marketing reach is only local and promotions only rely on MSME exhibitions and showrooms that are available in the hope that consumers will come directly to the location. After the COVID19 pandemic, the number of visitors decreased drastically so that sales also decreased. The purpose of this study is to analyze the influence of Instagram social media on purchase intentions on Marketplace and analyze the influence of Instagram social media on purchase intentions on Marketplace mediated by the ease of communication. The novelty that emerged in this research is to develop the ease of communication so that the ease of communication is a very important concept to increase purchase intention. The research method related to the unit of analysis of this research is the consumers of UMKM Seruni and Sri Rejeki. The sample is 60 consumers, the sampling technique uses accidental, data collection uses a questionnaire (google form), conducts validity and reliability tests. The analysis technique uses the model of Structural Equation Modeling with PLS (Partial Least Square). Data analysis is descriptive and quantitative analysis. The results showed that there was no significant and significant effect of Instagram social media on purchase intentions on the Marketplace. The influence of Instagram social media on purchase intention is mediated by the ease of communication.

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THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, AND WORD OF MOUTH ON PURCHASE INTENTION OF NINTENDO SWITCH IN SURABAYA

Journal of Business and Banking ◽

10.14414/jbb.v8i1.1543 ◽

2018 ◽

Vol 8 (1) ◽

Author(s):

Andhika Persada Putra ◽

Emma Yulianti

Keyword(s):

Data Collection ◽

Multiple Regression ◽

Purchase Intention ◽

Quantitative Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Intentions ◽

Brand Awareness ◽

Collection Method ◽

Know How

Every company would want the intentions to buy in their consumer. Purchase intentions could grows in the consumer when the consumer knows the brand well through the good images or surrounding environments. This study is to know how brand awareness, brand image, and word of mouth affect purchase intention of Nintendo Switch in Surabaya. Quantitative method was used in this research. To conduct this research, the data collection method was used questionnaires of 82 respondents. Multiple regression was used in this research to analyze the data statistically. The results showed that brand image and word of mouth are significantly affects purchase intentions while brand awareness is not strongly affects purchase intentions of Nintendo Switch in Surabaya.

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