The Role of Brand Image in Mediating the Influence of Customer Perceived Value on the Loyalty of Facebook Users

Setini, Made; Asih, Daru; Yasa, Ni Nyoman Kerti; Utami, Ni Made Satya; Giantari, I Gusti Ayu Ketut

doi:10.5373/jardcs/v12sp5/20201887

Cited by 9 publications

(5 citation statements)

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“…This is the reason why brand image is used as a mediating variable. Research conducted by (Setini et al, 2020;Miandari et al, 2021;Al-Rawabdeh et al, 2021) shows that brand image can mediate the effect of electronic word of mouth on purchasing decisions. There are not many studies that use brand image as a mediating variable on the effect of perceived ease of use, electronic word of mouth and content marketing on purchasing decisions, so this is novel in this study.…”

Section: Introductionmentioning

confidence: 99%

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Asnawati¹,

Nadir²,

Wardhani³

et al. 2022

10.5267/j.ijdns

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Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.

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Section: Introductionmentioning

confidence: 99%

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Asnawati¹,

Nadir²,

Wardhani³

et al. 2022

10.5267/j.ijdns

Self Cite

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“…Based on the recorded responses, there were 235 female MSMEs involved as respondents (see table 1). This research is quantitative research with primary data to explore the effect of Entrepreneurial Self-efficacy (Kazumi & Kawai, 2017;Simarasl et al, 2021;Hopp & Stephan, 2021) with 12 statements, Woman Entrepreneurial Action (Hansen et al, 2013;Setini et al, 2020) which contains 11 statements, Institutional Support (Muñoz & Kibler, 2016) contains 13 statements and venture performance (Setini et al, 2020) with 12 statements for a total of 48 statements.…”

Section: Resultsmentioning

confidence: 99%

Institutional Support in Increasing Entrepreneurial Self-efficacy and Performance of Woman Entrepreneurs

et al. 2023

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Entrepreneurial self-efficacy is an important factor in influencing new businesses for the success of woman entrepreneurs. Entrepreneurial self-efficacy refers to individual beliefs about skills and abilities in running a business. This research aims to show how women entrepreneurs, policymakers, and institutions maintain new businesses and encourage women's participation or success in entrepreneurship. This type of research is quantitative. The sampling process was carried out using a random sampling technique. Authors are obtaining data using an online questionnaire with a Google form. The filling link was distributed to women business actors in the second week of August 2022. There were 235 respondents as MSME actors. The research results show that: 1) women manage 95 percent of MSME actors. 2) young people manage 96 respondents or 40.85%. From the study results, it can be concluded that: 1) women have many contributions and are driving the wheels of the economy. 2) Women in Indonesia start businesses at a young age to earn income, reduce unemployment and improve people's welfare.

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“…Secara khusus mengindikasikan pengaruh yang positif bersignifikan, karena brand image dipercaya berperan memediasi pengaruh celebrity endorsement pada niat beli minuman bermerek you C 1000. Temuan riset ini memberikan bukti lebih lanjut sejalan dengan penelitian Dewi et al (2020), yang menegaskan brand image memainkan peran yang konstruktif dan substansial dalam memediasi dampak kredibilitas celebrity endorser pada niat beli.…”

Section: Gambar 1 Validasi Model Diagram Jalur Akhirunclassified

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Devi,

Seminari

2024

EJMUNUD

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The use of South Korean products in Indonesia is growing so fast. Recently, the number of stores selling Korean products in Bali has increased. Balikita Store is a company engaged in trading or the first grocery store that sells a very complete variety of Korean products. The increase in purchase intent needs to be considered by Toko Balikita. One way to increase sales is with Celebrity endorsements. The purpose of conducting research is useful in exposing brand image to mediate the influence of celebrity endorsement on consumer purchase intentions at Balikita Store. This research has been carried out to people who will buy who know and have never purchased Balikita Store products with a sample of 110 respondents. Data collection through an online survey with a questionnaire tool in the form of a google form in February 2023 and analysis with path analysis and sobel tests amazed the SPSS program. Toko Balikita's brand image has a positive and significant effect mediating celebrity endorsements of consumers' purchase intentions. The implication of this study is that Toko Balikita needs to pay better attention to the celebrity endorsement aspect of purchase intent. In addition, increasing celebrity endorsement can be done by using celebrities who are very famous in the minds of potential customers so as to produce strong customer value. Keywords: celebrity endorsement, brand image, purchase intention.

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The Role of Brand Image in Mediating the Influence of Customer Perceived Value on the Loyalty of Facebook Users

Cited by 9 publications

References 0 publications

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Institutional Support in Increasing Entrepreneurial Self-efficacy and Performance of Woman Entrepreneurs

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