The effect of electronic word of mouth, brand image, and trust on purchase intention
Keywords:
Electronic word of mouth, brand image, trust, purchase intention
Abstract
This study aims to analyze the effect of Electronic Word of Mouth on Purchase Intention with Brand Image and Trust as Mediating Variables on Tiktok Users in Padang City. The population in this study were all people in Padang City who know the TikTok application. This study included 196 respondents as samples. Data was collected by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this study show that (1) electronic word of mouth has a positive and significant effect on purchase intention, (2) electronic word of mouth has a positive and significant effect on brand image, (3) brand image has a positive and significant effect on purchase intention, (4) electronic word of mouth has a positive and significant effect on purchase intention mediating by brand image, (5) electronic word of mouth has a positive and significant effect on trust. (6) trust has a positive and significant effect on purchase intention, and (7) electronic word of mouth has a positive and significant effect on purchase intention mediating by trust.
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References
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Mah, D. N. yin, Hills, P., & Tao, J. (2014). Risk perception, trust and public engagement in nuclear decision-making in Hong Kong. Energy Policy, 73, 368–390. https://doi.org/10.1016/j.enpol.2014.05.019
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Murhadi, W. R., & Reski, E. C. (2022). Pengaruh E-Service Quality, Kesadaran Merek, Kepercayaan, Word Of Mouth, Dan Kepuasan Terhadap Loyalitas Pelanggan Pada Tiktokshop (Studi Pada Pelanggan Tiktokshop). JURNAL ILMIAH BISNIS DAN EKONOMI ASIA. https://doi.org/10.32812/jibeka.v16i2.471
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Putro, H., & Haryanto, B. (2015). Factors Affecting Purchase Intention of Online Shopping in Zalora Indonesia. British Journal of Economics, Management & Trade, 9(1), 1–12. https://doi.org/10.9734/bjemt/2015/18704
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Shilpa Sankpal, Bindiya Dua, P. R., Radha Tomar, Bhuvanesh Sharma, Sanjay Sharma, Dhanunjay Gonuguntla, & Vaibhav Shrivastava. (2016). A Systematic Guide From Research To Manuscript. https://www.researchgate.net/publication/308898197
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41. https://doi.org/10.1016/j.elerap.2020.100980
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Al Qaimari, R., Al Hassan, M., Al Dmour, H., & Aloqaily, A. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182. https://doi.org/10.1504/ijnvo.2021.10037256
Alfian, Z., Utami, S., Manajemen, M. J., Ekonomi, F., Bisnis, D., Syiah Kuala, U., & Dosen, ). (2019). Pengaruh E-Wom Terhadap Keinginan Untuk Membeli Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Pengguna Aplikasi Steam di Banda Aceh. In Jurnal Ilmiah Mahasiswa Ekonomi Manajemen (Vol. 4, Issue 1). www.kompas.com,
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
Elpansyah, C., Nurdin, S., & Rahayu, Y. S. (2019). Pengaruh Word Of Mouth Terhadap Minat Beli Melalui Citra Perusahaan dan Kepercayaan Sebagai Variabel Intervening Pada Jasa Umroh PT Indojava Mulia Wisata. In Jurnal Sain Manajemen (Vol. 1, Issue 1). http://ejurnal.univbsi.id/index.php/jsm/index
Farzin, M., & Fattahi, 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
Gvili, Y., & Levy, S. (2023b). I Share, Therefore I Trust: A moderated mediation model of the influence of eWOM engagement on social commerce. Journal of Business Research, 166, 114131. https://doi.org/10.1016/j.jbusres.2023.114131
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Kinnear, T. C., & James, R. T. (1973). The Effect of Ecological Concern on Brand Perceptions. Journal of Marketing Research 10.2 (1973): 191-197. https://doi.org/https://doi.org/10.1177/002224377301000210
Kotler, P., & Keller, K. L. (2016). Marketing management.
Kunja, S. R., Kumar, A., & Rao, B. (2022). Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook. Young Consumers, 23(1), 1–15. https://doi.org/10.1108/YC-11-2020-1261
Kusuma, A. F., & Wijaya, T. (2022). Pengaruh Electronic Word of Mouth Terhadap Minat Beli: Peran Mediasi Citra Merek. Jurnal Fokus Manajemen Bisnis, 12(1), 30–42. https://doi.org/10.12928/fokus.v12i1.5717
Kyauk, S. T. K., & Chaipoopirutana, S. (2014, August 13). Factors Influencing Repurchase Intention: A Case Study of Xyz.Com Online Shopping Website in Myanmar. https://doi.org/10.15242/icehm.ed0814092
Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4). https://doi.org/10.1177/21582440221139469
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
Mah, D. N. yin, Hills, P., & Tao, J. (2014). Risk perception, trust and public engagement in nuclear decision-making in Hong Kong. Energy Policy, 73, 368–390. https://doi.org/10.1016/j.enpol.2014.05.019
Malik, M. E., Ghafor, M. M., Iqbal, H. K., Ali, Q., & Hunbal, H. (2013). Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal. https://doi.org/10.5829/idosi.wasj.2013.23.01.824
Murhadi, W. R., & Reski, E. C. (2022). Pengaruh E-Service Quality, Kesadaran Merek, Kepercayaan, Word Of Mouth, Dan Kepuasan Terhadap Loyalitas Pelanggan Pada Tiktokshop (Studi Pada Pelanggan Tiktokshop). JURNAL ILMIAH BISNIS DAN EKONOMI ASIA. https://doi.org/10.32812/jibeka.v16i2.471
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070
Putro, H., & Haryanto, B. (2015). Factors Affecting Purchase Intention of Online Shopping in Zalora Indonesia. British Journal of Economics, Management & Trade, 9(1), 1–12. https://doi.org/10.9734/bjemt/2015/18704
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Shilpa Sankpal, Bindiya Dua, P. R., Radha Tomar, Bhuvanesh Sharma, Sanjay Sharma, Dhanunjay Gonuguntla, & Vaibhav Shrivastava. (2016). A Systematic Guide From Research To Manuscript. https://www.researchgate.net/publication/308898197
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41. https://doi.org/10.1016/j.elerap.2020.100980
Published
2023-12-15
How to Cite
Maulana, N. S., & Rahmiati. (2023). The effect of electronic word of mouth, brand image, and trust on purchase intention. Marketing Management Studies, 3(4), 334-348. https://doi.org/10.24036/mms.v3i4.404
Section
Articles
