The effect of electronic word of mouth, brand image and trust on online purchase intention through social media
Keywords:
eWOM; brand image; trust; online purchase intention; mediation analysis
Abstract
This study aims to analyze the effect of electronic word of mouth, brand image and trust on online purchase intention through social media for Solok City consumers. The population of this research is consumers has shopped through media.
The number of this research is 189 respondents. Data collected by distributing questionnaires online processing data is carried out using the SmartPLS software. The results of this study indicate that (1) eWOM has a significant effect and positive on Trust, (2) eWOM has a significant effect and positive on Brand Image, (3) Trust has a significant effect and positive on Online Purchase Intention, (4) Brand Image has a significant effect and positive on Online Purchase Intention, (5) eWOM has no significant effect on Online Purchase Intention, (6) Brand Image has a significant effect and positive on Trust, (7) eWOM has a significant effect and positive on Online Purchase Intention with Trust as mediation, (8) eWOM has a positive and significant effect on Online Purchase Intention with Brand Image as mediation, (9) Brand Image has a positive and significant effect on Online Purchase Intention with Trust as mediation
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References
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Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Bansal, H. S., & Voyer, P. A. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166–177. https://doi.org/10.1177/109467050032005
Chatterjee, D., & Basu, P. (2020). Classification Analysis for Brand Loyalty Determination. Global Business Review, 1–15. https://doi.org/10.1177/0972150919892689
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. In Journal of Marketing Communications (Vol. 20, Issues 1–2, pp. 82–102). Taylor & Francis. https://doi.org/10.1080/13527266.2013.797764
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Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Jurnal Tugas Ind 3. Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation, XXVIII(August), 307–319.
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Keller, K. L. (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: Attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106–121. https://doi.org/10.1108/13612020510586433
Koubova, V., & Buchko, A. A. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 36(7), 700–719.
Larner, W. (2015). Reviewed by. Human Geography(United Kingdom), 8(1), 97–99. https://doi.org/10.1177/194277861500800108
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63
Manager, M., & Limited, P. (1999). Consumers ’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1999), 341–370.
Martinez, B., & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management, 16(3), 342–365. https://doi.org/10.1108/13612021211246080
Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1), 1–20.
Park, C. W., Jaworski, B. J., & Macinnis, D. J. (1986). 604a167C7Cbb69Cf932D2788980Ce426. Journal of Marketing, 50(October), 135–145.
Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293. https://doi.org/10.1108/07363760810890516
Rahman, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452
Ramadhani, M. R. (2021). Pengaruh Persepsi Resiko dan Komunikasi Mulut ke Mulut Pada Media Elektronik Terhadap Kepercayaan Konsumen Dalam Pembelian Produk Fashion di E-Commerce. Psikoborneo: Jurnal Ilmiah Psikologi, 9(3), 616. https://doi.org/10.30872/psikoborneo.v9i3.6503
Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242–252. https://doi.org/10.1016/j.jwb.2010.11.002
Tsao, W. C., & Hsieh, M. T. (2012). Exploring how relationship quality influences positive eWOM: The importance of customer commitment. Total Quality Management and Business Excellence, 23(7–8), 821–835. https://doi.org/10.1080/14783363.2012.661137
Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18(1–2), 27–48. https://doi.org/10.1362/0267257022775882
Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal, 21(1), 66–74. https://doi.org/10.1016/j.ausmj.2012.09.001
Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860. https://doi.org/10.1016/S0166-4972(03)00130-5
Zhu, B., Habisch, A., & ThØgersen, J. (2018). The importance of cultural values and trust for innovation - A European study. International Journal of Innovation Management, 22(2). https://doi.org/10.1142/S1363919618500172
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325–331. https://doi.org/10.1016/j.jretconser.2012.03.006
Ambler, T., & Kokkinaki, F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7), 665–678. https://doi.org/10.1080/0267257X.1997.9964503
Armstrong, G., Kotler, P., An, M., Edition, I., Download, P. D. F., An, M., Edition, I., Download, P. K., Best, R., Online, B., & An, M. (n.d.). [ PDF ] Marketing : An Introduction CLICK HERE FOR DOWNLOAD.
Arndt, J. (1967). Role of Product-Related Conversations in the. Journal of Marketing Research, 4(3), 291–295. https://journals.sagepub.com/doi/abs/10.1177/002224376700400308
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Bansal, H. S., & Voyer, P. A. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166–177. https://doi.org/10.1177/109467050032005
Chatterjee, D., & Basu, P. (2020). Classification Analysis for Brand Loyalty Determination. Global Business Review, 1–15. https://doi.org/10.1177/0972150919892689
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. In Journal of Marketing Communications (Vol. 20, Issues 1–2, pp. 82–102). Taylor & Francis. https://doi.org/10.1080/13527266.2013.797764
Davis, D. F., Golicic, S. L., & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20(2), 201–212. https://doi.org/10.1108/09574090910981297
Davis, J. H., Schoorman, F. D., Mayer, R. C., & Tan, H. H. (2000). The trusted general manager and business unit performance: Empirical evidence of a competitive advantage. Strategic Management Journal, 21(5), 563–576. https://doi.org/10.1002/(SICI)1097-0266(200005)21:5<563::AID-SMJ99>3.0.CO;2-0
Ditto, S., & Pille, B. (1998). Marketing on the Internet. Healthcare Executive, 13(5), 54–55.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Jurnal Tugas Ind 3. Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation, XXVIII(August), 307–319.
Gregorski, K. S., & Pavlath, A. E. (1980). Fabric Modification Using the Plasmod1 The Effect of Extensive Treatment in Nitrogen and Oxygen Plasmas at Low Pressure. Textile Research Journal, 50(1), 42–46. https://doi.org/10.1177/004051758005000107
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Attribute Information on Persuasion : An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(March), 454–463.
Ilbery. (1998). from the SAGE Social Science Collections . All Rights. Hispanic Journal of Behavioral Sciences, 9(2), 183–205.
Keller, K. L. (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: Attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106–121. https://doi.org/10.1108/13612020510586433
Koubova, V., & Buchko, A. A. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 36(7), 700–719.
Larner, W. (2015). Reviewed by. Human Geography(United Kingdom), 8(1), 97–99. https://doi.org/10.1177/194277861500800108
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63
Manager, M., & Limited, P. (1999). Consumers ’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1999), 341–370.
Martinez, B., & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management, 16(3), 342–365. https://doi.org/10.1108/13612021211246080
Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1), 1–20.
Park, C. W., Jaworski, B. J., & Macinnis, D. J. (1986). 604a167C7Cbb69Cf932D2788980Ce426. Journal of Marketing, 50(October), 135–145.
Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293. https://doi.org/10.1108/07363760810890516
Rahman, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452
Ramadhani, M. R. (2021). Pengaruh Persepsi Resiko dan Komunikasi Mulut ke Mulut Pada Media Elektronik Terhadap Kepercayaan Konsumen Dalam Pembelian Produk Fashion di E-Commerce. Psikoborneo: Jurnal Ilmiah Psikologi, 9(3), 616. https://doi.org/10.30872/psikoborneo.v9i3.6503
Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242–252. https://doi.org/10.1016/j.jwb.2010.11.002
Tsao, W. C., & Hsieh, M. T. (2012). Exploring how relationship quality influences positive eWOM: The importance of customer commitment. Total Quality Management and Business Excellence, 23(7–8), 821–835. https://doi.org/10.1080/14783363.2012.661137
Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18(1–2), 27–48. https://doi.org/10.1362/0267257022775882
Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective. Australasian Marketing Journal, 21(1), 66–74. https://doi.org/10.1016/j.ausmj.2012.09.001
Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860. https://doi.org/10.1016/S0166-4972(03)00130-5
Zhu, B., Habisch, A., & ThØgersen, J. (2018). The importance of cultural values and trust for innovation - A European study. International Journal of Innovation Management, 22(2). https://doi.org/10.1142/S1363919618500172
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
Published
2023-03-31
How to Cite
Wilia, T. T., & Thabrani, G. (2023). The effect of electronic word of mouth, brand image and trust on online purchase intention through social media . Marketing Management Studies, 3(1), 18-30. https://doi.org/10.24036/mms.v3i1.333
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Articles
