The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta

Itasari, Andri Astuti; Hastuti, Nurnawati Hindra

doi:10.29244/jcs.8.2.155-169

Cited by 3 publications

(1 citation statement)

References 9 publications

(11 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…According to Hung (2017), word-of-mouth refers to the transmission of knowledge from one person to another. Therefore, it plays a significant role in brand awareness (Itasari & Hastuti, 2023), influencing consumers' decisions to buy products. As a result, the antecedent of consumer evaluation is informal communication among customers regarding the attributes and usage of certain items and services.…”

Section: Word Of Mouth Communicationmentioning

confidence: 99%

An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa

Eugine Tafadzwa Maziriri,

Tinashe Chuchu,

Tarisai Fritz Rukuni

2023

JCS

View full text Add to dashboard Cite

Over the years, service quality has been a topic that has continued to garner a lot of interest. This study sought to appraise electronic service quality, customer satisfaction, and behavioral intentions in online shopping in South Africa. A unique conceptual model was developed to investigate the factors that led to customer loyalty, positive word-of-mouth, and ultimately repurchase intention toward goods online. This study aims to determine the influence of e-service quality on customer satisfaction and behavioral intentions in online shopping in South Africa. Non-probability sampling was used to select the participants. A structured questionnaire, based on the conceptual model, was developed and distributed online. A total of 307 usable response questionnaires were collected, and descriptive and regression analyses were conducted using SPSS 27. The major findings indicate that customer satisfaction and positive word of mouth are closely associated. The implication is that marketing practitioners should pay more attention to customer behavior after receiving services.

show abstract

Section: Word Of Mouth Communicationmentioning

confidence: 99%

An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa

Eugine Tafadzwa Maziriri,

Tinashe Chuchu,

Tarisai Fritz Rukuni

2023

JCS

View full text Add to dashboard Cite

show abstract

Brand Attachment: The Moderating Effect of High and Low Involvement Products

Ugalde,

Küster,

Vila

2024

JCS

View full text Add to dashboard Cite

Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its antecedents (brand personality, perceived quality, brand awareness, and brand credibility) and effects (brand loyalty, purchase intention, and perceived risk). This causal research, with 1922 valid surveys (simple random sampling procedure), was carried out in three main cities of Ecuador (Quito, Guayaquil, and Cuenca): 1150 high-involvement and 722 low-involvement products. Hypotheses were tested using structural equation models, and multi-sample analysis. Results show that brand personality influences brand attachment and loyalty with a higher moderating effect on products with low involvement. Additionally, brand attachment influences brand loyalty with a higher moderating effect on highly involved products. As practical implications, we state that brand managers of high-involvement products must invest in digital tools that maximize the information available to the public to make decisions. Additionally, low-involvement product brand managers must invest in an identifiable image to make it easy for customers to find their brand. This research adds value because no research has been identified that addresses the study of attachment by comparing its operation in high and low-involvement contexts. It opens future research by introducing new variables in the brand personality scale in combination with that of attachment.

show abstract

The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention

Pramana,

Putri,

Rahman

et al. 2024

JCS

View full text Add to dashboard Cite

Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes.

show abstract

The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta

Cited by 3 publications

References 9 publications

An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa

An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa

Brand Attachment: The Moderating Effect of High and Low Involvement Products

The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention

Contact Info

Product

Resources

About