Today, social media forms an increasingly central part of how companies communicate their marketing strategies to target consumers. In this study, the objective of this research is to identify the impacts and links that affect purchase intention as well as other variables, namely e-WOM, brand awareness, social media marketing, and brand image as intervening. The findings of a study conducted on 300 respondents who have buying interest in Korean skincare products indicate that it has a positive significant value of all variable X against variable Y. Based on the findings of this study indicate that there is a significant effect of the e-WOM variable, brand awareness, social media marketing, and brand image on variable Y, namely purchase intention.
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap brand loyalty melalui brand attitude, brand attachment dan customer trust. Metode yang digunakan selama pengumpulan sampel menggunakan metode quota sampling melalui pendekatan kuantitatif terhadap generasi Z di kota Batam khususnya yang berusia 15-25 tahun. Dalam penilitian ini menggunakan 412 data dengan pengujian hipotesis menggunakan SEM PLS. Hasil penelitian ini menunjukkan bahwa brand satisfaction tidak berpengaruh signifikan terhadap brand loyalty, customer engagement berpengaruh signifikan positif terhadap brand loyalty, brand attachment berpengaruh signifikan positif terhadap brand loyalty, brand attitude berpengaruh signifikan positif terhadap brand loyalty, dan customer trust tidak berpengaruh signifikan terhadap brand loyalty. Kata Kunci: Brand loyalty, Brand satisfaction, Customer engagement, Customer trust, Brand attachment
The emerging online community provides opportunities for consumers to participate in discussions whose purpose is to provide information to each other and influence fellow consumers regarding product information.The purpose of this research is to find out whether the dimensions of quality in online communities, namely the quality of relationships and the quality of information affect purchase intentions through reducing uncertainty with the moderating variable of involvement. The object of this research is the influence of online community quality dimensions on the purchase intention of smartphone products. Partial least square method is a method used to process this research data.The results of this study are information quality variables and relationship quality variables have significant influence on reducing uncertainty. Relationship quality and information quality significantly influence the purchase intention variable. The variable of uncertainty reduction influences and is significant on the purchase intention variable. There is significant moderation effect on the involvement variable on the uncertainty reduction variable on the purchase intention variable. In addition, the results of this study indicate the quality dimensions of online communities influence purchase intentions. The existence of quality information and good quality relationships in online communities will result in uncertainty reduction by visitors so that it will lead to product purchase intentions.
This research is based on the phenomenon of selling goods with live broadcasts on social media since the Covid-19 pandemic to know several factors that influence purchase intentions on live streaming shopping on the sale of used goods in Batam City. The study was conducted by collecting 330 samples obtained by distributing questionnaires to people who had watched live broadcasts of used clothes on social media. The data is processed using Smart PLS version 26. The results of this study indicate that Social Interaction does not affect Purchase Intention, followed by Social Interaction which affects Trust. Consumer involvement has a significant effect on trust, followed by perceived economic benefits which have a significant effect on trust, subjective norms and perceived prices have a significant effect on purchase intention. Meanwhile, Subjective Norm does not affect Purchase Intention. For the moderating effect, trust has a significant effect on purchase intention. Through this research, it is hoped that it can provide a view to the public that selling through live broadcasts is the best marketing system
This research was conducted to find out the factors influencing purchase behavior. The independent variables in this study were environmental concern, personal norm, perceived value, and willingness to pay. The intervening variable was purchase intention and the dependent variable is purchase behaviour. The samples in this study were purchasers repurchasing environmentally friendly Air Conditioners under the Sharp, Daikin, Panasonic, LG and Samsung brands. The data were distributed 310 sets. The data received were 307 sets. In this study, the sampling method used by researchers is purposive sampling. After conducting research, research data indicate that environmental concern does not have significant value in this study therefore this variable must be excluded in this study. Personal norm, perceived value, and willingness to pay have significant positive effect on purchase intention. Purchase intention has significant positive effect on purchase behaviour.
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