The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.

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Intention To Buy Air Ticket Online Of Vietnamese Consumers

10.31219/osf.io/867s5 ◽

2021 ◽

Author(s):

Ha Nam Khanh Giao ◽

Huynh Quoc Tuan

Keyword(s):

Perceived Risk ◽

Negative Impact ◽

Positive Impact ◽

Linear Regression Analysis ◽

Ease Of Use ◽

Impact Factors ◽

Perceived Ease Of Use ◽

Buying Behavior ◽

Factors Affecting ◽

Perceived Benefit

The study aimed to identify and measure the factors affecting the intention to buy air ticket online in Vietnam by surveying 331 consumers aged 18 and over who bought air ticket online. The SPSS 20 tool was used to analyze the reliability of the scale through the Cronbach's Alpha coefficient, EFA exploratory factor analysis, and linear regression analysis. Research results show that positive impact factors, decreasing by their strength, include: Perceived Benefit, Reliability, Reputation, Subjective Norm, Perceived Ease of Use. Meanwhile, Perceived Risk has a negative impact on the intention to buy air ticket of consumers. The results also help managers recognize the importance of the factors that affect the buying behavior of the consumers, and consequently make appropriate strategic adjustments and actions in the competitive process for air ticket online presently.

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Conceptualising Consumers' Purchase Intention towards Online Group Buying

GATR Global Journal of Business Social Sciences Review - GATR Global Journal of Business and Social Science Review (GJBSSR) Vol.7(1) Jan-Mar 2019 ◽

10.35609/gjbssr.2015.3.1(7) ◽

2015 ◽

Vol 3 (1) ◽

pp. 47-55

Author(s):

Liew Yean Sien ◽

Mohammad Falahat

Keyword(s):

Perceived Risk ◽

Purchase Intention ◽

Word Of Mouth ◽

Emerging Market ◽

Ease Of Use ◽

Perceived Usefulness ◽

Electronic Word Of Mouth ◽

Perceived Ease Of Use ◽

Group Buying ◽

Online Group

Objective - Group-buying is a business model based on the power of collective buying. Consumers with similar product interest come together and obtain a significant volume discount from retailers. Online Group Buying (OGB) is growing rapidly and it has become popular and successful in many countries. However, this area still lacks of research and it is in the early stages of development especially in developing and emerging market. This paper aims to conceptual consumers' purchase intention in online group buying. Methodology/Technique - Through intensive literature review on consumers' purchase intention and online group buying, a set of factors proposed as leading influencers. Findings - Findings of this paper reveal that perceived usefulness, perceived ease of use, price, electronic word of mouth, trust and perceived risk are the main determinants of online group buying. Novelty - This paper propose a framework for conceptualising factors that influence consumer's purchase intention in online group buying. Type of Paper - Conceptual Keywords: Electronic Word of Mouth; Online Group-Buying; Perceived Usefulness; Perceived Ease-of-Use; Price; Trust; Perceived Risk.

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Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

Management Analysis Journal ◽

10.15294/maj.v9i3.38294 ◽

2020 ◽

Vol 9 (3) ◽

pp. 290-299

Author(s):

Nurul Fatimah ◽

Dorojatun Prihandono

Keyword(s):

Social Media ◽

Purchase Intention ◽

Sampling Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

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FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v11i2.2950 ◽

2018 ◽

Vol 11 (2) ◽

pp. 275

Author(s):

Wikan Wiridjati ◽

Renny Risqiani Roesman

Keyword(s):

Social Media ◽

Peer Influence ◽

Millennial Generation ◽

Word Of Mouth ◽

Positive Impact ◽

Equation Modeling ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Media Usage

The purpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth. The purposive sampling technique was used, the object of this research involves millennial generation with age criteria between 18 years to 35 years. The research is done by spreading questionnaires to 300 people with 75% respond rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. Engaging millennial generation consumers with social media campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.

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Cardless Banking System in Malaysia: An Extended TAM

Risks ◽

10.3390/risks9020041 ◽

2021 ◽

Vol 9 (2) ◽

pp. 41

Author(s):

Qaisar Ali ◽

Shazia Parveen ◽

Hakimah Yaacob ◽

Zaki Zaini

Keyword(s):

Technology Acceptance ◽

Perceived Risk ◽

Negative Impact ◽

Positive Impact ◽

Banking System ◽

Ease Of Use ◽

Perceived Usefulness ◽

Intention To Use ◽

Perceived Ease Of Use ◽

Promotional Strategies

The main objective of this study is to analyse consumers’ behavioural intentions to use cardless banking technology in Malaysia. The intentions to use this technology are evaluated through an extended Technology Acceptance Model (TAM) framework. The data were collected from 447 Maybank and Hong Leong Bank customers in Selangor and Kuala Lumpur. The results show that self-efficacy (SE) had a positive impact on the perceived ease of use (PEOU), while perceived risk (PR) had a negative impact on perceived usefulness (PU) and intention to use (IU) cardless banking. Next, the perceived ease of use (PEOU) had a positive impact on perceived usefulness (PU). The results further support the idea that perceived usefulness (PU) and perceived ease of use (PEOU) had the strongest impacts on intention to use (IU). The practical implications of this study suggest that developers of cardless banking technology should introduce secure, less complicated, and easily accessible technology to improve consumers’ intentions to use. The perceived usefulness of this technology can be improved through promotional strategies and consumer training. Theoretically, this study has successfully extended TAM in the context of cardless banking technology in Malaysia. Moreover, this study will assist bankers in designing effective marketing strategies to attract more customers, which will add significant value to the overall business of the banking industry.

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Intention To Buy Air Ticket Online of Vietnamese Consumers

10.31219/osf.io/d5uh8 ◽

2021 ◽

Author(s):

Ha Nam Khanh Giao ◽

Huynh Quoc Tuan

Keyword(s):

Perceived Risk ◽

Negative Impact ◽

Positive Impact ◽

Linear Regression Analysis ◽

Ease Of Use ◽

Impact Factors ◽

Perceived Ease Of Use ◽

Buying Behavior ◽

Factors Affecting ◽

Perceived Benefit

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Pengaruh Electronic Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Secondate Beauty

Prologia ◽

10.24912/pr.v5i2.10207 ◽

2021 ◽

Vol 5 (2) ◽

pp. 335

Author(s):

Natasha Valentina ◽

Rezi Erdiansyah

Keyword(s):

Word Of Mouth ◽

Communication Theory ◽

Brand Image ◽

Sampling Technique ◽

Coefficient Of Determination ◽

Survey Method ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Purposive Sampling ◽

The People

This study aims to determine the effect of electronic word of mouth and brand image on purchasing decisions of Secondate Beauty. The theories discussed in this study are communication theory, electronic word of mouth, brand image, and purchase decisions. This research uses a quantitative approach with a survey method. The population of this research is the people of Jakarta who have bought Secondate Beauty products. The sampling technique used was non-probability with a purposive sampling approach, with 140 respondents. The technique of collecting data using a questionnaire. Test the validity of the data using the validity, reliability, and normality test. And to test data processing and analysis using multiple linear regression test, T test, F test, correlation coefficient and coefficient of determination. All of these tests were processed by researchers using IBM SPSS 25 software. This program was used to determine the extent of the influence of electronic word of mouth and brand image on the purchasing decision of Secondate Beauty. The results of this study indicate that Ha is accepted, which means that this means that electronic word of mouth and brand image have a significant effect on purchasing decisions from Secondate Beauty products.Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Teori yang dibahas di penelitian ini adalah teori komunikasi, electronic word of mouth, brand image, dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Populasi dari penelitian ini adalah masyarakat Jakarta yang pernah membeli produk Secondate Beauty. Teknik penarikan sampel yang digunakan adalan non-probability dengan pendekatan purposive sampling, responden yang berjumlah 140 orang. Teknik pengumpulan data dengan menggunakan kuesioner. Uji keabsahan data menggunakan uji validitas, reliabilitas, dan normalitas. Dan untuk uji pengolahan dan analisis data menggunakan uji regresi linear berganda, uji T, uji F, koefisen korelasi dan koefisien determinasi. Semua uji ini diolah peneliti dengan menggunakan software IBM SPSS 25. Program ini digunakan untuk mengetahui sejauh mana pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Hasil dari penelitian ini mengindikasikan Ha diterima, yang berarti ini menunjukkan bahwa electronic word of mouth dan brand image berpengaruh secara signifikan terhadap keputusan pembelian dari produk Secondate Beauty.

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Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) ◽

10.29303/alexandria.v2i1.28 ◽

2021 ◽

Vol 2 (1) ◽

pp. 1-5

Author(s):

Muhammad Fauzi Amrullah

Keyword(s):

Quantitative Research ◽

Word Of Mouth ◽

Brand Image ◽

Sampling Technique ◽

Coefficient Of Determination ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Analysis Technique ◽

Regression Test ◽

Celebrity Endorser

This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.

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BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

Jurnal Penelitan Ekonomi dan Bisnis ◽

10.33633/jpeb.v5i2.3270 ◽

2020 ◽

Vol 5 (2) ◽

pp. 180-193

Author(s):

Chikita Fatimasokasari Supradita ◽

Surpiko Hapsoro Darpito ◽

Dwi Hari Laksana

Keyword(s):

Word Of Mouth ◽

Brand Image ◽

Positive Impact ◽

Sampling Technique ◽

Electronic Word Of Mouth ◽

Validity And Reliability ◽

Purchasing Intention ◽

Analysis Technique ◽

The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

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Factors contributing towards adoption of E-banking in Pakistan

International Journal of Accounting and Financial Reporting ◽

10.5296/ijafr.v4i2.6584 ◽

2014 ◽

Vol 1 (1) ◽

pp. 437 ◽

Cited By ~ 8

Author(s):

Azam Khurshid ◽

Muhammad Rizwan ◽

Erum Tasneem

Keyword(s):

Service Quality ◽

Technology Acceptance ◽

Perceived Risk ◽

Negative Impact ◽

Positive Impact ◽

Ease Of Use ◽

Perceived Usefulness ◽

Perceived Ease Of Use ◽

Perceived Trust ◽

Acceptance Model

Purpose:The main purpose of this research is to understand the customer’s E-Banking adoption behavior. To achieve this purpose we are going to investigate the External variables (Perceived Risk, Service Quality, and Perceived Trust), Technology Acceptance Model (perceived usefulness, perceived ease of use) and their effect on attitude towards using and the adoption of E-Banking.Methodology:Questionnaire was used to collect the data from convenience sampling of 150 customers. Regression analysis is use to determine the stability of E-Banking proposed model and hypothesis testing.Results & Findings:The results confirm that Perceived Usefulness, Perceived Ease of Use have positive impact on Attitude towards using. Service Quality has positive impact on Perceived Usefulness, Perceived Ease of Use, and Attitude towards using. Perceived Risk has negative impact on Attitude towards using. Perceived Trust and Attitude towards using have positive impact on E-Banking adoption. The results not supported one hypothesis Perceived Risk (PR) impact on Perceived Usefulness (PU). Results shows that PR has negative impact on PU.

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