Dampak Consumer-Based Brand Equity pada Consumer Attitude dan Consumer Intention terhadap Electronic Word Of Mouth (E-WOM) pada Brand Somethinc

Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah, Journal Year: 2024, Volume and Issue: 6(8)

Published: Aug. 3, 2024

The purpose of this study is to ascertain how Consumer-Based Brand Equity affects Consumer Attitudes and intentions when it comes electronic word-of-mouth (e-WOM) for the Somethinc brand. hypothesis used in evaluate a model that illustrates Attitude, intention, e-WOM brand are influenced by Equity.This uses cross-sectional approach quantitative nature. Indonesian customers Certain brands make up population. Purposive sampling was determine sample size, 150 respondents met criterion being current consumers. Using SmartPLS 3.0 software, structural equation modeling, or SEM, data analysis method employed.The study's findings show that: (1) Attitude Toward positively significantly impacted Image . (2) toward awareness. (3) Intention participate (4) correlated with awareness.The suggestions indicate needs strengthen enhance its eyes consumers through strategies such as broader advertising campaigns, strong presence on social media, active consumer engagement. Future research recommended test other compare results, well examine factors may influence e-WOM.

Language: Английский

Pengaruh Media Sosial, Kepercayaan dan Citra Merek Terhadap Keputusan Pembelian Pada E-Commerce Bukalapak di Kota Batam

eCo-Buss, Journal Year: 2024, Volume and Issue: 7(1), P. 473 - 484

Published: Aug. 10, 2024

This study aims to determine the influence of social media, trust, and brand image on purchase decisions in Bukalapak e-commerce Batam City. Utilizing an associative method with a quantitative approach, population under consists consumers actively using Nutrition 2024. The sample size was determined Jacob Cohen formula, resulting 204 respondents selected randomly through purposive sampling. data analysis process encompasses several stages, including quality testing, classical assumption hypothesis testing assess significance each variable's influence, all processed SPSS program. results multiple linear regression indicate that media contributes 18.3% variability decisions, trust 40.8%, 23.5%. coefficient determination (R²) shows 72.9% variation is explained by combined image. Additionally, t-test confirm partial significant effects variable decisions. Social has t-value 4.216, greater than t-table value 1.971, 0.00 (<0.05), indicating effect Trust 9.465, also confirming its impact. Similarly, 6.408, exceeding demonstrating

Language: Английский

How Key Opinion Leaders’ Expertise and Renown Shape Consumer Behavior in Social Commerce: An Analysis Using a Comprehensive Model

Journal of theoretical and applied electronic commerce research, Journal Year: 2024, Volume and Issue: 19(4), P. 3370 - 3385

Published: Nov. 30, 2024

The advent of social commerce platforms fueled by the growing commercialization media and networking sites represents a significant evolution in e-commerce dynamics. This study investigates pivotal role key opinion leaders (KOLs), particularly YouTubers, shaping consumer purchasing behavior. Recognizing powerful influence exerted KOLs, we examined their ability to promote product diffusion through credibility, specialized knowledge, strategic word-of-mouth campaigns. employs robust theoretical framework that foregrounds KOLs while integrating critical constructs, such as perceived value risk, into comprehensive model. Our empirical analysis, based on data from 411 valid responses, yields following insights: expertise renown exert profound effect purchase intentions; perceptions positively correlate with trust, whereas risk negatively affects it; trust mediates relationship between KOL characteristics (popularity professionalism) consumers’ strength intentions. findings advocate leveraging KOLs’ mitigating risks amplify intentions, thus providing actionable strategies for marketers burgeoning landscape.

Language: Английский