The impact of brand awareness and electronic word of mouth (e-wom), which are both mediated by brand image, on purchase intent for iPhone smartphone devices
Keywords:
E-WOM, BRAND AWARENESS, BRAND IMAGE, PURCHASE INTENTION
Abstract
This study aims to analyze "The Influence of Electronic Word of Mouth (E-WOM) and Brand Awareness on Purchase Intention for Iphone Smartphone Products Mediated by Brand Image (Studies in Communities Residing in Padang City)". The population in this study are people who live in the city of Padang who know about Iphone smartphone products. The number of samples in this study were 200 respondents. Data collection was carried out through online questionnaires or Google forms, data management using SmartPls 4.0 software.
The results of this study indicate that (1) E-WOM has a positive and significant effect on Brand Image (2) Brand Awareness has a positive and significant effect on Brand Image (3) E-WOM has a positive and significant effect on Purchase Intention (4) Brand Awareness has a positive effect and significant to Purchase Intention (5) Brand Image has a positive and significant effect on Purchase Intention (6) E-WOM has a positive and significant effect on Purchase Intention for people who live in Padang city which is mediated by Brand Image (7) Brand Awareness has an effect positive and significant towards the Purchase Intention of the people who live in the city of Padang which is mediated by Brand Image.
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References
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Vahie, A., & Paswan, A. (2006). Private label brand image: Its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67–84. https://doi.org/10.1108/09590550610642828
Watson, A., Lecki, N. K., & Lebcir, M. (2015). Does size matter? An exploration of the role of body size on brand image perceptions. Journal of Product and Brand Management, 24(3), 252–262. https://doi.org/10.1108/JPBM-05-2014-0616
Wikipedia, 2023 “Apple Inc.”, https://en.m.wikipedia.org/wiki/Apple_Inc., diakses pada 19 Februari 2023 pukul 18.57
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Amed, S., Mukherjee, S., Das, P., & Datta, B. (2019). Triggers of positive eWOM: exploration with web analytics. Marketing Intelligence and Planning, 37(4), 433–450. https://doi.org/10.1108/MIP-05-2018-0136
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011
Bilgin, Y. (2018). Business & management studies: an international journal. Business & Management Studies, 6(1), 128–148.
Brabo, N. A., Karif, A. I., Lestari, S. D., & Sriyanto, A. (2021). The Effect of Brand Page Commitment , Brand Awareness , Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media. GATR Journal of Management and Marketing Review, 6(4), 235–244.
Büyükdağ, N. (2021). The effect of brand awareness , brand image , satisfaction , brand loyalty and WOM on purchase intention : An empirical research on social media medya üzerine ampirik bir araştırma. BMIJ, 9(4), 1380–1398.
Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity. Marketing Intelligence & Planning, 29(5), 488–516. https://doi.org/10.1108/02634501111153692
Evgeniy, Y., & Lee, K. (2019). The Effect of eWOM on Purchase Intention for Korean-brand Cars in Russia : The Mediating Role of Brand Image and Perceived Quality *. Journal of Korea Trade, 23(5), 102–117.
Farzin, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Febrin, A., Putri, W. Y., Setiawan, E. B., & Perwitasari, E. P. (2014). THE ROLE OF Customer Trust In Mediating The Influence Of Brand Image And Brand Awareness On Purchase Intention In Indonesia Airasia E-Business. Advances in Transportation and Logistics Research, 178–187.
Firmansyah, M. A. (2018). Perilaku konsumen (1st ed., Issue December). CV Budi Utama.
Firmansyah, M. A. (2020). Buku Komunikasi Pemasaran (T. Q. Media (ed.); 1st ed., Issue July). Qiara Media.
Gadgetln, 2022. “Unboxing Semua Varian Iphone 13!!!”, https://youtu.be/zAtEdcA7JgY , diakses pada 12 Desember 2022 pukul 12.25
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Google, Trends. 2022. “Minat Konsumen Terhadap Smartphone di Indonesia”, https://trends.google.co.id/home, diakses pada 09 Desember 2022 pukul 00.21
Google, Trends. 2022. “Minat Konsumen Terhadap Smartphone di Sumatera Barat”, https://trends.google.co.id/home, diakses pada 12 Desember 2022 pukul 12.03
Hedman, I., & Orrensalo, T. P. (2018). Brand image as a facilitator of relationship initiation. Developing Insights on Branding in the B2B Context: Case Studies from Business Practice, 97–112. https://doi.org/10.1108/978-1-78756-275-220181006
Ismagilova, E., Rana, N. P., & Slade, E. L. (2020). A meta-analysis of the factors a ff ecting eWOM providing behaviour. European Journal of Marketing, 3(9), 1–36. https://doi.org/10.1108/EJM-07-2018-0472
Jalilvand, M. R. (2012). The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Kamalul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Kumar, C. K. A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Emerald Insight, 40(3), 1–52.
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134
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.
Razak, M., Hidayat, M., Launtu, A., Kusuma Putra, A. H. P. A., & Bahasoan, S. (2020). Antecedents and consequence of brand management: empirical study of Apple’s brand product. Journal of Asia Business Studies, 14(3), 307–322. https://doi.org/10.1108/JABS-01-2019-0030
Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence and Planning, 38(1), 89–102. https://doi.org/10.1108/MIP-11-2018-0533
Sekaran, U., & Bougie, R. (2017). Metode Penelitian Untuk Bisnis (A. N. Hanifah (ed.); 1st ed.). Salemba EMpat.
Sharifi, S. S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43–63. https://doi.org/10.1108/EBR-12-2012-0072
Syedalwi, S. F. (2016). Industrial Management & Data Systems Article information : Explicating industrial brand equity : Integrating brand trust , brand. Industrial Management & Data Systems, 116(5), 1–41.
Taan, H. (2107). Buku-Perilaku-Konsumen-Dalam-Berbelanja (1st ed.). Zahir,Publishing.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention : An Application Concerning Cell Pho ... Journal of Marketing Development and Competitiveness, 8(2), 61–68.
Vahie, A., & Paswan, A. (2006). Private label brand image: Its relationship with store image and national brand. International Journal of Retail and Distribution Management, 34(1), 67–84. https://doi.org/10.1108/09590550610642828
Watson, A., Lecki, N. K., & Lebcir, M. (2015). Does size matter? An exploration of the role of body size on brand image perceptions. Journal of Product and Brand Management, 24(3), 252–262. https://doi.org/10.1108/JPBM-05-2014-0616
Wikipedia, 2023 “Apple Inc.”, https://en.m.wikipedia.org/wiki/Apple_Inc., diakses pada 19 Februari 2023 pukul 18.57
Zhang, T. (Christina). (2018). Dedication. Applied Statistical Modeling and Data Analytics, 29(2), 1–51. https://doi.org/10.1016/b978-0-12-803279-4.09987-9
Published
2023-06-30
How to Cite
Anggi, A. Y. P., & Firman, F. (2023). The impact of brand awareness and electronic word of mouth (e-wom), which are both mediated by brand image, on purchase intent for iPhone smartphone devices . Marketing Management Studies, 3(2), 164-181. https://doi.org/10.24036/mms.v3i2.373
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Articles
