The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce

Agmeka, Fanni; Wathoni, Ruhmaya Nida; Santoso, Adhi Setyo

doi:10.1016/j.procs.2019.11.192

Cited by 127 publications

(153 citation statements)

References 17 publications

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“…Brand image is related to specific brand attributes perceived by consumers (Yu, Liu, Lee, & Soutar, 2018). It is an essential intangible asset in the company (Agmeka, Wathoni, & Santoso, 2019). The previous research also confirms that brand image is a determinant of purchase decision (Hapsoro & Hafidh, 2018).…”

Section: N P R E S Smentioning

confidence: 74%

The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car

Simbolon

Handayani

Nugraedy

2020

Binus Business Review

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The research aimed to investigate the influence of product quality, price fairness, brand image, and customer value on purchase decision in the Low Cost Green Car (LCGC). The research applied a quantitative method with survey design. It was conducted in Auto2000 Jakarta with a sample of 100 Toyota Agya owners using an accidental sampling technique. Data analysis for hypothesis test used path analysis calculated with SPSS software. The research findings indicate that product quality, brand image, and customer value significantly influence the purchase decision of Toyota Agya consumers. Meanwhile, price fairness has no effect on the purchase decision. The results also show that product quality, price fairness, and brand image affect customer value. Based on these findings, in developing LCGC, manufacturers must pay attention to product quality, build brand reputation, and create more value for consumers.

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Section: N P R E S Smentioning

confidence: 74%

The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car

Simbolon

Handayani

Nugraedy

2020

Binus Business Review

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“…Aaker and Keller (1990) argue that customers' loyalty lies on brand, trust, snf intention in conducting product purchase influenced by brand image. In addition, there was another research done by Agmeka, et al,(2019) in Indonesia describing that brand image definitely brought influences to customers' purchase decisions especially for the industries in Indonesia. Based on some prior conducted researches, the proposed Hypothesis is specified as follow: H2: Brand Image brings influences towards purchase decision Customers' satisfaction from a product after having the phases of purchase decision will give positive value for every company to develop their products.…”

Section: Introductionmentioning

confidence: 99%

Product Quality and Brand Image Towards Customers' Satisfaction Through Purchase Decision of Wardah Cosmetic Products in Surabaya

Tjahjono¹,

Ellitan²,

Handayani³

2021

JEB

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This study aims to determine and examine the effect of product quality on purchasing decisions, the influence of brand image on purchasing decisions, the influence of purchasing decisions on customer satisfaction, the effect of product quality on customer satisfaction through purchasing decisions, and the influence of brand image on customer satisfaction through purchasing decisions. This research is in the form of quantitative research, where the data obtained is primary data obtained through distributing questionnaires to 120 respondents who have made purchases of Wardah cosmetic products. The data obtained were then processed using the Smart PLS software. The results showed that there was a positive and significant relationship between product quality and brand image variables on purchasing decisions, which means that good product quality and good brand image will create purchasing decisions for consumers. Purchase decisions have a positive influence on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction. Brand Image does not significantly influence customer satisfaction. Product quality and brand image have a positive and significant effect on customer satisfaction through purchasing decisions. This shows that consumers will be satisfied with a product when consumers are satisfied with the purchasing decisions made on the product.

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“…Sedangkan penelitian yang dilakukan Agmeka et al, (2019), menemukan hasil yang berbeda dengan temuan brand reputation tidak memiliki pengaruh yang signifikan terhadap purchase intention.…”

Section: Gambar 1 Indonesia Top 5 Smartphone Companies 2020q1 Unit Market Shareunclassified

Purchase Intention Produk Smartphone ditinjau dari Aspek Brand Management

et al. 2021

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Perilaku belanja online dan belajar online menggunakan perangkat elektronik seperti smartphone saat ini menjadi fenomena yang menarik di Indonesia. Penggunaan smartphone yang terus meningkat tajam tentunya tidak terlepas dari peran brand management produk smartphone tersebut. Penelitian ini bertujuan untuk menganalisis peran brand experience, brand awareness, brand visibility dan brand reputation dalam mendorong purchase intention pada generasi Z. Penelitian ini menggunakan desain penelitian dengan pendekatan kuantitatif. Data dikumpulkan melalui dokumentasi dan penyebaran kuesioner secara online. Penelitian ini menggunakan sampel sebanyak 180 responden dengan penentuan ukuran sampel memakai rumus sampling purposive. Partial least square diterapkan untuk menguji hubungan antara purchase intention, brand experience, brand awareness, brand visibility dan brand reputation. Hasil penelitian ini menunjukkan bahwa dari empat hipotesis yang dikembangkan terdapat satu hipotesis yang ditolak, yaitu untuk pengaruh antara variabel brand awareness terhadap variabel purchase intention tidak berpengaruh secara signifikan. Sedangkan untuk variabel brand experience, brand visibility dan brand reputation berpengaruh signifikan terhadap purchase intention. Melalui temuan dari penelitian ini, diharapkan dapat memberikan tambahan informasi bagi berbagai pihak seperti toko konvensional maupun toko online serta perusahaan yang menyediakan produk smartphone untuk memperhatikan faktor-faktor yang mendorong minat beli konsumen sehingga konsumen memperoleh kenyamanan dan kepercayaan pada produk tersebut.

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The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce

Cited by 127 publications

References 17 publications

The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car

The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car

Product Quality and Brand Image Towards Customers' Satisfaction Through Purchase Decision of Wardah Cosmetic Products in Surabaya

Purchase Intention Produk Smartphone ditinjau dari Aspek Brand Management

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