Marketing Management Studies

The impact of electronic word-of-mouth and perceived value on Iphone users' repurchase intention: The mediating role of brand trust

Anyelir Raka — 2025-03-26

This study examines the factors that influence repurchase intention on iPhone users in Padang, focusing on the role of Electronic Word of Mouth (eWOM), perceived value, and brand trust. This study aims to determine the impact of eWOM on brand trust and repurchase intention, examine the influence of perceived value on brand trust and repurchase intention, and examine the mediating role of brand trust in the relationship. The sample used was 186 respondents. Data were processed using SmartPLS and collected through an online questionnaire. The results of the study indicate that (1) eWOM has a positive and significant effect on brand trust. (2) eWOM has a positive and significant effect on repurchase intention. (3) Perceived value has a positive and significant effect on brand trust. (4) Perceived value has a positive and significant effect on repurchase intention. (5) Brand trust has a positive and significant effect on repurchase intention. (6) eWOM has a positive and insignificant effect on Repurchase Intention mediated by Brand Trust. (7) Perceived value has a positive and significant effect on Repurchase Intention mediated by Brand Trust.

The effect of perceived usefulness and perceived security on QRIS continuance usage intention among Generation Z: Lifestyle as a moderating variable

Rayhan Anugerah Hadikusuma — 2025-03-26

This study aims to determine the effect of Perceived Benefits and Perceived Security on the continuance Usage Intention of QRIS by Gen Z as a Cashless Society, with Lifestyle as a Moderating Variable. The methodology used is associative research, which seeks to identify the relationships between several independent variables and the dependent variable. The study population consists of Gen Z in Kota Padang, with a sample of 150 QRIS users selected through purposive sampling within a non-probability sampling method. Data were collected through a questionnaire using a Likert Scale and analyzed using SmartPLS software. The findings of this study indicate that (1) Perceived Benefits have a positive and significant effect on continuance Usage Intention, (2) Perceived Security has a positive but not significant effect on continuance Usage Intention, (3) Lifestyle does not moderate the effect of Perceived Benefits on continuance Usage Intention, and (4) Lifestyle weakens the relationship between Perceived Security and continuance Usage Intention.

The influence of Tiktok influencer exposure on food product purchase intention: The mediating role of materialism and moderating effect of FOMO among Generation Z in Padang City

Hummi Kalsum Bahri — 2025-03-26

The objective of this research is to examine the impact of Exposure to Influencers on TikTok on the intention to purchase food products, with materialism as a mediator and Fear of Missing Out (FOMO) as a moderator among Generation Z in Padang City. Data was collected through an online questionnaire distributed to 142 respondents. The research employed a quantitative method with data analysis using Smart PLS and a bootstrap technique. The results reveal that (1) exposure to influencers has a significant effect on materialism, (2) exposure to influencers also significantly impacts the intention to purchase, (3) materialism significantly affects the intention to purchase, (4) FOMO does not moderate the relationship between exposure to influencers and purchase intention, and (5) materialism acts as a mediator in the relationship between exposure to influencers and purchase intention. These findings provide insights into how TikTok influencers affect consumer behavior and highlight the role of materialism in this process, while showing that FOMO does not play a significant moderating role

Influencer credibility and homophily effects on Generation Z purchase intention of msme products: The mediating role of Instagram engagement

Nabiila Alyaa Balqis — 2025-03-26

This study investigates the impact of influencer credibility, influencer homophily, and influencer engagement on the purchase intention of Micro, Small, and Medium Enterprises (UMKM) products among Generation Z in Padang City, focusing on the Instagram platform. Utilizing a quantitative approach, data were collected from 180 respondents through structured questionnaires. The findings reveal that influencer credibility positively and significantly affects influencer engagement but does not directly influence purchase intention. In contrast, influencer homophily significantly enhances both influencer engagement and purchase intention. Additionally, influencer engagement positively influences purchase intention and mediates the relationship between both influencer credibility and influencer homophily on purchase intention.

Influence of electronic word-of-mouth on repurchase intention among ShopeeFood users in Padang City: The mediating role of brand Image

Reza Yuli Sandra — 2025-03-26

This research purposes to analyze the effect of Electronic Word of Mouth on Repurchase Intention with Brand Image as a mediating variable for ShopeeFood users in Padang City. The population in this research were citizens of Padang City who knew and had made purchases through the ShopeeFood online food delivery service at least twice. The sample in this study were 153 respondents. Data collection was carried out by distributing questionnaires online via Google Form and data processing using SmartPLS software. Based on the research results, it is concluded that (1) Electronic Word of Mouth has a positive and significant effect on Repurchase 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 Repurchase Intention (4) Electronic Word of Mouth has a positive and significant effect on Repurchase Intention mediated by Brand Image.

The influence of social media marketing and brand image on buying interest in Gatsby Face Wash products at The High School of Economics (STIE) Ekuitas Bandung

Aryan Nur Ramdan Aryan — 2025-03-26

Gatsby face wash products at present have decreased compared to other products, Gatsby face wash products do marketing by utilizing social media marketing using Instagram but the strategy is not successful with many consumers who are not interested in posts from Gatsby face wash products because consumers think that Gatsby products are only found in hair oil, so that the strategy carried out by Gatsby face wash products also affects the brand image that is owned will decrease which causes consumer buying interest to decrease. This study uses descriptive and verification methods, the sample in this study was calculated by using the Taro Yamane formula. The results showed that partially and simultaneously social media marketing and brand image have a positive and significant influence on buying interest, so it can be said that social media marketing variables and brand image have a positive and significant effect together on buying interest.

The impact of product reviews and price on purchase intention for Skintific skincare products: Trust as a mediating variable

Ghiva Rony Ariesta — 2025-03-26

This research aims to determine the influence of product reviews, price, which is mediated by trust on buying interest at the State University in Padang City. The population is Padang State University (UNP), Andalas University (UNAND), and Imam Bonjol State Islamic University (UIN IB) with a sample size of 290 respondents. Data was collected using a questionnaire and data was processed using SmartPLS 4. The results are (1) Product reviews have a positive and significant influence on purchasing interest. (2) Price has a positive and significant influence on buying interest. (3) Product reviews have a positive and significant influence on trust. (4) Price has a positive and significant influence on trust. (5) Trust does not have a positive and significant influence on buying interest. (6) Product reviews do not have a positive and significant influence on purchasing interest through trust. (7) Price does not have a positive and significant influence on buying interest through trust.

The influence of social media usage and electronic word-of-mouth on Hot Wheels purchase intention in West Sumatra: The mediating role of brand equity

Hafiz Kharisma Utama — 2025-03-26

Purpose- This study examines the influence of social media usage (SMU) and electronic word of mouth (eWOM) on purchase intentions for Hot Wheels diecast collectibles in West Sumatra, using brand equity (BE) as a mediating variable.

Design/methodology/approach- An online survey was conducted, gathering data from 168 Hot Wheels collectors and enthusiasts in West Sumatera, Indonesia. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between variables.

Findings- Results demonstrate that social media usage, electronic word of mouth, and brand equity each significantly influence consumers’ purchase intentions. Additionally, brand equity is found to be positively impacted by social media usage and electronic word of mouth. Finally, brand equity partially mediates the relationship between social media usage, electronic word of mouth, and purchase intentions for Hot Wheels.

Price and e-service quality effects on Gen Z customer loyalty: The mediating role of customer satisfaction in Smartfren internet service provider

Kartika Amalia Putri — 2025-03-26

Indonesian Internet Service Providers like Smartfren offer diverse internet package options, addressing the changing lifestyles and consumer preferences of Gen Z in the digital era. The research investigates the impact of price and e-service quality on customer loyalty among Gen Z in Padang City, with customer satisfaction as a mediator. This type of research is descriptive with quantitative methods and the sampling method uses nonprobability sampling type purposive sampling. This descriptive, quantitative research used 155 respondents, collected via Google Form, and processed using Partial Least Squared-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The study reveals that 1) Price and E-Service Quality have a positive but not significant effect on Customer Loyalty 2) Price and E-Service Quality have a positive and significant effect on Customer Satisfaction 3) Customer Satisfaction has a positive and significant effect on Customer Loyalty 4) Price and E-Service Quality have a positive and significant effect on Customer Loyalty through Customer Satisfaction