Abstract:This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perce… Show more
“…The positive impact of influencer credibility on customer brand awareness is consistent with the results of research by other authors. Similar results were obtained in studies conducted among internet users of various nationalities and ages: Chinese internet users and influencer followers (Tan et al 2021), young users of social media in Turkey (Bilgin 2020), millennials in Lebanon , students in Indonesia (Susilowati and Sari 2020), Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021). The only results that differ from others are in the study from Febriyantoro (2020), conducted on millennials in Indonesia, which did not find association with purchase intention.…”
Section: Discussionsupporting
confidence: 79%
“…Many prior studies show that brand awareness is a significant precedent of internet (Tan et al 2021) and social media (Bilgin 2020; Dabbous and Barakat 2020) users' purchase intention. Significant positive relationship was found between brand awareness, brand association and perceived quality and brand loyalty and brand purchasing intention (Susilowati and Sari 2020). Research has proved that brand awareness affects the purchase intention of Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021).…”
Section: The Relationship Between Influencer Credibility Brand Awaren...mentioning
Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.
“…The positive impact of influencer credibility on customer brand awareness is consistent with the results of research by other authors. Similar results were obtained in studies conducted among internet users of various nationalities and ages: Chinese internet users and influencer followers (Tan et al 2021), young users of social media in Turkey (Bilgin 2020), millennials in Lebanon , students in Indonesia (Susilowati and Sari 2020), Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021). The only results that differ from others are in the study from Febriyantoro (2020), conducted on millennials in Indonesia, which did not find association with purchase intention.…”
Section: Discussionsupporting
confidence: 79%
“…Many prior studies show that brand awareness is a significant precedent of internet (Tan et al 2021) and social media (Bilgin 2020; Dabbous and Barakat 2020) users' purchase intention. Significant positive relationship was found between brand awareness, brand association and perceived quality and brand loyalty and brand purchasing intention (Susilowati and Sari 2020). Research has proved that brand awareness affects the purchase intention of Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021).…”
Section: The Relationship Between Influencer Credibility Brand Awaren...mentioning
Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.
“…If this association is owned by customers positively with a brand, then brand loyalty and vice versa will be shown from this (Chinomona & Maziriri, 2017). Brand association is every aspect of a brand that is always remembered by consumers such as nonphysical characteristics of the product, reputation, product innovation, and market position (Susilowati & Sari, 2020). Brand associations are related to products that are in memory.…”
Section: Brand Associationmentioning
confidence: 99%
“…Brand loyalty in running the company is an important strategy to face intense business competition, so that brand loyalty will be focused on purchasing products (Susilowati & Sari, 2020). (Marliawati & Cahyaningdyah, 2020) mention that it is very important for companies in this competitive competition to build and maintain brand loyalty.…”
Section: Brand Loyaltymentioning
confidence: 99%
“…Every aspect of the brand that is always remembered by consumers such as non-physical characteristics of the product, reputation, product innovation, and market position is contained in the brand association (Susilowati & Sari, 2020). If there are many relationships between these associations, it can create strong brand awareness of a brand product because brand awareness can be categorized in two aspects, including introduced brands and brand memory (Alkhawaldeh & Eneizan, 2018), each product brand certainly has its own characteristics.…”
Imported products that are often favored are instant noodles, there is also an urge to immediately try and buy these products in line with current trends. The research was carried out with the aim of knowing brand loyalty in imported instant noodle products with brand trust as a mediation which was influenced by the variables of brand experience, perceived value, brand association, and brand awareness. The sample of this research is the Millennial/Y/Z generation in Batam City, with a sample of 408 data. Furthermore, the processing of this sample data will utilize the SmartPLS 3.2.9 software. The finding of this study showed that brand loyalty has direct effect by brand experience, perceived value, and brand trust, while brand association and brand awareness were not. The direct test also shows that brand trust is positively and significantly influenced by perceived value, brand association, and brand trust, while brand experience is not. The indirect test results through brand trust only succeeded in mediating brand awareness on brand loyalty, while other variables did not.
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