Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli

Putri, Sherien Trisnawaty Eka; Meria, Lista; Amroni, None

doi:10.33050/tmj.v8i1sp.2070

Cited by 2 publications

(2 citation statements)

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“…Thus, H₇ was rejected. This study contradicts previous research findings, which suggested that purchase interest had a positive and significant impact on purchase decisions (Putri et al, 2023). Kinnear and Taylor (1995) proposed that purchase interest is a component of consumers' behavior within the realm of consumption attitudes and consumers' inclination to act before making final decisions.…”

Section: Discussioncontrasting

confidence: 99%

“…Understanding the gap between purchase interest and actual purchase decisions is crucial for comprehending, predicting, and influencing consumers' behavior. Putri et al (2023) and Sari (2020) have disclosed a significant impact of purchase interest on purchase decisions, consistent with Kinnear and Taylor's (1995) assertion that purchase interest is an integral component of consumers' behavior and their inclination to act before making purchase decisions, as proposed in the TPB framework by Ajzen (1991). Consumers possess the capacity to evaluate service quality; a perspective that businesses increasingly value (Sureshchandar, 2000).…”

Section: Hypothesis Developmentmentioning

confidence: 61%

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Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

Suardana,

Mahyuni,

Lestari

et al. 2024

jbti

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This research examined how brand image, brand awareness, and social media marketing influence consumers’ purchase decisions, including factors like purchase interest, service quality, and experiential marketing as mediating variables, offering valuable knowledge for marketers to enhance their understanding of consumers’ behavior. The population was Somethinc’s Instagram followers, totaling 156 samples. This study revealed that brand image did not significantly impact purchase decisions, in contrast to brand awareness, which significantly impacted purchase decisions. Purchase interest and service quality also had no significant impact on purchase decisions. Social media marketing had no significant impact on purchase decisions, but it significantly impacted experiential marketing, emphasizing its role in improving consumers’ experiences. Conversely, experiential marketing notably impacted purchase decisions, effectively mediating the impact of social media marketing on purchase decisions. This study also unveiled that purchase interest did not mediate the impact of brand image on purchase decisions, and service quality did not mediate the impact of brand awareness on purchase decisions. The findings provide valuable insights to craft more effective strategies within the modern marketing landscape, such as marketers leveraging this understanding to design approaches that prioritize creating engaging experiences for consumers.

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Section: Discussioncontrasting

confidence: 99%