scholarly journals The Effect of Cause Related Marketing on Arua Phinisi Consumer Purchase Interest with Brand Image as Moderating Variable

2021 ◽  
Vol 1 (2) ◽  
pp. 114-124
Author(s):  
Diah Ari Tapaningtyas
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Cause Related Marketing ◽  
Consumer Purchase Intention

This study aims to determine the influence of cause related marketing on Arua Phinisi’s consumer purchase intention with brand image as a moderating variable. The number of respondents involved in this study are 55 respondents. All respondents are Arua Phinisi customers in 2020. Data in the study were obtained from the results of distributing questionnaires, which then analyzed using the Partial Least Square technique with the help of SmartPLS software. Based on the results of the analysis in this study, the following results were obtained: (1) cause related marketing has a positive and significant influence on purchase intention, the better the cause related marketing carried out by Arua Phinisi, the higher the consumer purchase intention; (4) brand image can moderate the influence of cause related marketing on Arua Phinisi’s consumer purchase intention, a strong brand image will strengthen the influence of cause related marketing on consumer purchase intention.

scholarly journals Factors Influencing Organic Food Purchase Intention in an Emergent Market: An Empirical Investigation of Saudi Arabia

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Eman H. Alshammari
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Partial Least Square ◽  
Least Square ◽  
Influential Factor ◽  
Consumer Attitude ◽  
Health Consciousness ◽  
Factors Influencing ◽  
Consumer Purchase Intention

The consumption of organic food has increased owing to consumers becoming more concerned about their health. Many people have begun to realize the advantages of using organic instead of conventional food. Consumer-attitude is now the most influential factor affecting consumer purchase intention toward organic food. This study aims to identify factors influencing consumers’ attitudes and purchase intention toward organic food in the Saudi context. The data used here were collected from 147 participants by using structured questionnaires. Structural equation modelling and partial least square (SmartPLS) were used to analyze the data collection. The results show that issues relating to food quality and scepticism influence consumers’ attitudes toward organic food. Interestingly, organic food knowledge and health consciousness are not significant in influencing consumer attitudes toward organic food. Besides, none of the moderating effects were significant (e.g., food safety and price) regarding the relationship between consumer-attitude and purchase intention toward organic food. The results will help marketers and organic food retailers to understand better consumer’s behaviour, build their marketing strategy and make advantageous decisions.

scholarly journals Hubungan green perceived value, green brand image, dan green trust terhadap green purchase intention

IQTISHODUNA ◽  
2019 ◽  
Vol 1 (1) ◽  
pp. 1-16
Author(s):  
Dewi Rakhmawati ◽  
Astrid Puspaningrum ◽  
Djumilah Hadiwidjojo
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Negative Relationship ◽  
Perceived Value ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Environmental Damage ◽  
Green Trust ◽  
The City

The issue of environmental damage caused by industry continues to increase every year accompanied by real conditions that occur, either damage on humans, animals, plants, and the environment. Nowadays people are increasingly aware of the importance of preserving the environment more selectively in the selection of products used. This study was conducted to determine the effect of green perceived value and green brand image on green purchase intention on consumers of Malang Bodyshop. The number of samples study were 141 respondents of The Bodyshop customers in Malang. This study uses a purposive sampling technique with the following criteria: (1) At least 18 years old (2) Domiciled in the city of Malang and once made a purchase at the outlets of The Bodyshop Malang (3) Have used The Bodyshop products at least more than once. Data analysis techniques are performed using Partial Least Square (PLS). The result of the study shows that it turns outs that trust in green products plays a very important role in the desire of consumers to buy. The result obtained by green trust fully mediate green perceived value and green brand image of the green purchase intention. There is a positive relationship between the green perceived value on green trust and green brand image of green trust. It was also found in this study that there was a negative relationship between the green perceived value on green purchase intention and the negative relationship between the green brand image of the green purchase intention. 

scholarly journals The War of Global Brands: The Innovator VS The Challenger

2020 ◽  
Vol 2 (2) ◽  
pp. 68
Author(s):  
I Made Sindhu Yoga ◽  
Nyoman Wirajaya Patra
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Performance ◽  
Global Brands ◽  
Equity Model ◽  
Positive Effect

The purpose of this study is to explain the influence of brands and countries of origin of consumer attitudes in choosing cell phone products (iPhone and Xiaomi as a representative of two different countries). Hence, this research tries to propose and compares two different models of the brand in the correlation with the brand equity model. The data was collected from Millennial generation respondents, SES A and B who are have spending power, intention to buy and no consideration related to the price but the value of the product itself. The analysis technique used Partial Least Square (PLS). The results showed that the importance of the brand, brand performance, brand image has a positive effect on attitude. The importance of the brand, brand performance, and brand image simultaneously have a positive effect on attitude. Country of origin has a positive effect on purchase intentions. Price and attitude have a positive effect on purchase intention. Country of origin, price and attitude simultaneously have a positive effect on purchase intentions

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 How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement

2021 ◽  
Vol 14 (1) ◽  
pp. 89-108
Author(s):  
Nurrani Kusumawati ◽  
◽  
Dzikry Arrahim
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Identification ◽  
Youth Movement ◽  
Brand Knowledge ◽  
Brand Satisfaction

Abstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention. Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.

scholarly journals The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car)

2021 ◽  
Vol 2 (5) ◽  
pp. 1743-1754
Author(s):  
Soegeng Wahyoedi ◽  
Saparso ◽  
Miki Effendi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Fossil Fuels ◽  
Brand Image ◽  
Renewable Energy Sources ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Electric Cars ◽  
Electric Car

The development of environmentally friendly vehicles is currently a global trend among car manufacturers. This is in addition to being triggered by regulations from countries that have committed in the 2016 Paris agreement to reduce greenhouse gas emissions and save fossil-based fuels that will run out, considering that fossil fuels are a type of non-renewable natural resource. For this reason, the global automotive industry has begun to produce electric cars, which are referred to as renewable energy sources, and to reduce carbon emissions. Because this electric car is a new product, researchers are interested in knowing how someone is buying an electric car. One of the elements that influence a person's buying interest is the price. Besides the price, buying interest is also influenced by promotion. With the proper promotion, it can encourage people to buy. Therefore, this study wanted to examine the effect of price and promotion on buying interest mediated by brand image. Sampling using non-probability sampling and purposive sampling with criteria for the general public living in Jabodetabek who already have a car and can buy a car. Data analysis in this study used a Structural Equation Modeling (SEM) approach based on Partial Least Square. This study found that price, promotion, and brand image had a significant and positive effect on buying interest. Brand image mediates significantly and positively the relationship between price and promotion on purchase intention.

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

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.

scholarly journals Halal cosmetics and behavior of Muslim women in Indonesia: the study of antecedents and consequences

2021 ◽  
Vol 3 (1) ◽  
pp. 11-22
Author(s):  
Frideswidi Aufi
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Antecedents And Consequences ◽  
And Behavior

Purpose: This study aims to analyze the antecedents and consequences of the attitudes of Muslim women towards purchase intention of halal cosmetics. Methodology: This sample was taken by using the purposive sampling technique. In total, 232 Muslim women respondents are aware of halal-labeled cosmetics. Data is processed using Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS. Findings: The results of this study indicate that religiosity has a positive and significant influence on attitudes towards halal cosmetics, knowledge has a positive and significant influence on attitudes towards halal cosmetics, subjective norms have a positive and significant influence on attitudes towards halal cosmetics, and attitudes towards halal cosmetics has a positive and significant influence on purchase intention of halal cosmetics. Originality: Due to the inconsistent findings from past studies, the results of this study are expected to contribute to the literature in evaluating the behavioral intentions of Muslim women in Indonesia towards halal cosmetics. Cosmetics brand manufacturers can also use the results of this study for the halal labeling process of their products.

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