The purpose of this study is to acquire the influence of green perceived value and green perceived risk perceptions on the green products purchase intention. The study used three basic concepts of green marketing:the perception of green perceived value, the perception ofgreen perceived risk and interest in purchasing green products. The object of this study was the LCGC car (low cost green car) product which is considered as the economical and environmental friendly (green) car. LCGC car launching was one of the government's effort to encourage automakers to make more environmentally friendly products. The survey of the research was conducted by using questionnaire to see the respondents' views about green marketing. The empirical results showed that the perception of green values was positively correlated to theinterestin purchasing green products. Meanwhile, the perception of green perceived risk was negatively correlated to the interest inpurchasing green products.
Business promotions are directly affected by current technological advancements. Company operators, particularly those in the tourism industry, may conveniently promote their businesses over the internet nowadays. Therefore, the goal of this research is to figure out the direct and indirect effects of Social Media Marketing on Brand Equity through Electronic Word of Mouth. This study employs a quantitative method with a descriptive explanatory approach. The instrument used is a closed questionnaire distributed to L'Sima's line of business, namely Jagongan Jail. The findings of the study reveal that social media marketing has a significant impact on brand equity through electronic word of mouth at L'Sima assimilation and educational facilities. Based on the empirical findings, the author suggests promotion through Youtube, Instagram, and Facebook. While using the platform, L'Sima's may become more well-known as a tourist destination. Promotions will spread rapidly after the advertising program has been running for a while. The value obtained for the social media marketing variable on brand equity through electronic word of mouth is 0.393, implying that social media promotion has an effect on enhancing the brand equity of L'Sima
Smartphone users in Indonesia are ranked among the countries with the most users in the world. The decision to buy a smartphone is inseparable from product quality, brand image, and brand trust in smartphone products. This study aims to determine the direct and indirect effect of product quality, brand image on purchase decisions, and brand trust on iPhone users in Malang. This study uses a descriptive explanatory quantitative approach. The sampling technique used purposive sampling totaling 250 respondents. Data analysis of this research was carried out using the Partial Least Square (PLS) method using WarpPLS 7.0 software. The results show that: 1) product quality has a direct positive and significant effect on brand trust & purchase decisions 2) brand image has a direct positive and significant effect on brand trust & purchase decisions 3) brand trust has a direct positive and significant effect on purchase decisions 4) product quality has a positive and significant effect on purchase decisions through brand trust. 5) brand image has a positive and significant effect on purchase decisions through brand trust. Based on the results of this study, the researchers suggest that this research is not only one product, so it can be generalized widely
The development of the world of business and trade cannot be separated from technological advances. Applications for ordering food and beverages facilitate consumers to order online by using smartphone when they do not have much time to come directly to the store (offline). The aim of this study is that to find out Shopee Food Indonesia, which will be a strong competitor for other food and beverage service companies. This study was a quantitative research using SPSS 25. The populations in this study were consumers who used Shopee Food with a sample of 280 respondents. Meanwhile, the analysis technique used path analysis and Sobel test. The results of the description analysis of the E-Service Quality variable on E-Customer Loyalty with E-WOM and Brand Image resulted in a value in the very good category. The results of this study show that (1) E-Service Quality is proven to have a direct positive and significant effect on E-WOM. (2) E-Service Quality is proven to have a direct positive and significant effect on Brand Image. (3) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (4) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (5) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (6) E-WOM is able to mediate the relationship between the influence of E-Service Quality on E-Customer Loyalty. (7) Brand Image is able to mediate the relationship between the influence of E-Service Quality on E-Customer Loyalty. The suggestions for Shopee Food Indonesia is that it should improve the quality of the system, merchants and employees; besides, stay active on all social media such as Instagram, Facebook, Twitter, etc. It is expected that with social media, it can provide information between companies and consumers.
Indonesian consumers want and demand to get good quality products, have a high awareness of their rights, and always express their interests and fight for their welfare so that the character of these consumers will encourage companies to work more efficiently and innovatively. This research aims to determine the direct and indirect influence of Product Quality on Consumer Loyalty through Customer Satisfaction and Brand Trust among Samsung smartphone consumers. This research uses a descriptive explanatory quantitative approach that describes the relationship between variables and the population of Samsung smartphone consumers in Malang City. The sampling technique using purposive sampling totaled 210 respondents. The research instrument used was a closed questionnaire that had previously been tested, namely through validity and reliability tests so that the questionnaire items were declared valid and reliable to be used as research instruments. Data analysis in this research, includes a) descriptive data analysis, b) classical assumption test, c) path analysis, and finally d) Sobel test. This research uses the SPSS version 25 data processing program. The results show: Directly product quality has a significant effect on consumer loyalty with a significance value of 0.033 and a beta value of 0.165. 2) Directly product quality has a significant effect on customer satisfaction with a significance value of 0.000 and a beta value of 0.501. 3) Directly product quality has a significant effect on brand trust with a significance value of 0.000 and a beta value of 0.780. 4) Directly customer satisfaction has a significant effect on consumer loyalty with a significance value of 0.000 and a beta value of 0.503. 5) Directly brand trust has a significant effect on consumer loyalty with a significance value of 0.021 and a beta value of 0.181. 6) Indirectly product quality has a significant effect on consumer loyalty through customer satisfaction with an indirect influence value of 0.252. 7) Indirectly product quality has a significant effect on consumer loyalty through brand trust with an indirect influence value of 0.141
Internet penetration in Indonesia has become an opportunity for business actors to increase their sales through online marketing. Especially in the field of marketing, the current digital era online marketing is becoming a very high trend among the public. In the midst of the development of digital technology, the team from Department of Management, Universitas Negeri Malang (UM) held training with a coaching approach for digital marketing. The target participants in this service are alumni of the management department on UM who own and are running a business. This training was carried out in two stages with the topics of (1) digital marketing and (2) digital business and digital transformation for its sustainability, the service team also developed an android-based application platform for the alumni of the management department on UM.
Brand ambassadors and social media marketing are effective marketing strategies in promotions to encourage purchases. This study aims to determine the direct and indirect effect of brand ambassadors and social media marketing on purchase intention through the brand image of Sang Dewa consumers. This study uses a descriptive explanatory quantitative approach. The population of this research is prospective consumers of Sang Dewa, the sampling technique used purposive sampling totaling 198 respondents. Data analysis of this research was carried out using the SEM Partial Least Square (PLS) method using WarpPLS 7.0 software, descriptive analysis and Sobel test. The results show that: 1) brand ambassadors have a positive and significant direct effect on brand image & purchase intention 2) social media marketing has a direct positive and significant effect on brand image & purchase intention 3) brand image has a direct positive and significant effect on purchase intention 4) brand ambassador has a positive and significant effect on purchase intention through brand image 5) social media marketing has a positive and significant effect on purchase intention through brand image. Based on the results of this study, the researcher provides suggestions, namely adjusting product characteristics with brand ambassador figures and carrying out more effective promotional activities.
The purpose of this study is to examine the nexus between social media marketing and brand equity, and the role of word of mouth and electronic in mediating this connectivity word of mouth. A quantitative approach with a descriptive explanatory design is employed to estimate the link between the variables observed. The study adopts purposive sampling technique with a sample size of 200 participants, and data is analyzed using Path Analysis with Warp-PLS 3.0. The findings indicate that social media marketing positively influences brand equity, and both word of mouth and e-word of mouth play a vital role in escalating brand equity. The study also confirms the mediating role of word of mouth and e-word of mouth in explaining the connectivity between social media marketing and brand equity. The results suggest that the assimilation and educational-based tourism management can promote tourism through social media to enhance the value of tourist attractions’ names, encouraging the public to enlarge in word-of-mouth promotion.
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