Marketing Management Studies

Brand image and perceived quality effects on Samsung Smartphone repurchase intention

Tati Ayu Lestari, Terra Saptina Maulani — Tue, 08 Jul 2025 00:00:00 +0000

As technology develops increasingly rapidly, business competition is increasing, especially in the electronics sector. This is certainly felt by Samsung, which focuses on the electronics sector, resulting in a decrease in market share for Samsung smartphone products. This research aims to see the influence of Brand Image and Perceived Quality on Repurchase Intention on Samsung smartphones (case study of STIE Ekuitas Bandung students). The method used in this research is descriptive and verification. Data collected using questionnaire techniques. Respondents in this study numbered 100 people. Data analysis uses multiple linear regression analysis. The hypothesis testing design uses the normality test, heteroscedasticity test and multicollinearity test, multiple linear regression analysis, hypothesis testing via the Ttest, Ftest, as well as the coefficient of determination (R²) and correlation coefficient. The results of this research show that partially Brand Image, Perceived Quality have a positive and significant effect on Repurchase Intention. Simultaneously Brand Image and Perceived Quality have a significant effect on Repurchase Intention. The magnitude of the influence of Brand Image and Perceived Quality on Repurchase Intention is 62,4%, while the remaining 37,6% is influenced by other factors not examined in this research.

Theory of planned behavior and Instagram influencer attitudes: effects on Generation Z fashion purchase intention

Nadia Ramadani, Vidyarini Dwita — Tue, 08 Jul 2025 07:40:26 +0000

This study aims to analyze the influence of Theory of Planned Behaviour with Attitude Toward Influencers as Mediation on Purchase Intention of Fashion Products on Instagram in Gen Z. The sampling technique used purposive sampling. The research participants totaled 190 respondents who were selected as samples. Analysis using PLS 4.1 software shows that perceived trust, subjective norms, perceived behavioral control, and attitudes toward the influencer, significantly affect attitudes toward the influencer and purchase intention. However, perceived trust does not significantly affect purchase intention. Attitudes toward the influencer mediate the relationship between perceived trust, subjective norms, perceived behavioral control and purchase intention.

Brand image, customer satisfaction, and loyalty in Mineral Water industry: a mediation analysis

Muhammad Agra Yafi, Yunia Wardi — Tue, 08 Jul 2025 07:52:59 +0000

The purpose of this research is to investigate the impact of brand image of Aqua bottled water products and other bottled water brands on customer loyalty, with customer satisfaction acting as a mediating factor. The intense competition within Indonesia's bottled water industry, coupled with the shifting consumer perceptions driven by external socio-political issues, highlights the need to understand the factors that drive customer loyalty. This research employs a quantitative approach with a causal research design, involving 150 respondents from Padang City, selected By employing purposive sampling. Data were collected using a structured online questionnaire (Google Forms) and analyzed with Partial Least Squares (PLS) using SmartPLS software. The findings indicate that Aqua’s brand image Positively and significantly impacts customer loyalty, both in a direct manner and through the mediation of customer satisfaction. as a mediator. Conversely, the brand image of competing bottled water brands negatively affects customer loyalty. Furthermore, customer satisfaction plays a crucial mediating role, strengthening The connection between brand image and customer loyalty. These findings emphasize the importance for companies to maintain a strong brand image and continuously improve customer satisfaction to enhance consumer loyalty in an increasingly competitive market.

The mediating effect of brand trust on social media marketing-brand loyalty relationship in Mineral Water industry

Hafizhun Najib, Yasri Yasri — Tue, 08 Jul 2025 08:28:00 +0000

This study aims to analyze the effect of social media marketing on brand loyalty of
Aqua mineral water in Padang City with brand trust as a mediating variable. Using
quantitative methods with hypothesis testing at the 5% significance level, the results
showed that social media marketing has a positive effect on brand loyalty,
strengthened by consumer trust. This study recommends the importance of
monitoring the effectiveness of social media content using digital metrics, and
invites further research to explore other factors that influence brand loyalty. The
findings contribute to academics and practitioners in understanding marketing
strategies in the digital age.

The influence of electronic word of mouth (eWOM) via Instagram on repurchase intention

Salsabila Juita, Abror Abror — Tue, 08 Jul 2025 08:30:51 +0000

This study aims to examine the effect of electronic word of mouth (ewom) on the Instagram application on the intention to repurchase skintific products. This research is a quantitative study with a sample method, namely purposive sampling. The sample in this study were 130 respondents. Data analysis was carried out using the Structural Equation Modeling SEM method using Smar PLS 4.0 software. This study uses the information adoption model of ewom. These results show that information quality has a significant positive effect on information usability. Information quantity has a significant positive effect on information usability. Information credibility has an insignificant positive effect on information usefulness. Information usefulness has a significant positive effect on information adoption. Information adoption has a significant positive effect on repurchase intention.

The impact of brand ambassadors and brand personality on brand image through brand trust mediation: evidence from Indonesian Cosmetics industry

Yesi Erma Cahyani Tardi, Whyosi Septrizola — Tue, 08 Jul 2025 08:35:19 +0000

This study aims to analyze the influence of brand ambassadors and brand personality on brand image, with brand trust as a mediating variable, for Wardah Cosmetic products in Tanah Datar Regency. This research is motivated by the decline in Wardah's brand index, which is suspected to be related to the effectiveness of brand ambassadors and the consistency of brand personality. Data was collected through a survey of 250 respondents using a 1-5 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. The results showed that: (1) brand ambassadors have a significant influence on Wardah's brand image in Tanah Datar Regency, (2) brand ambassadors have a significant influence on Wardah's brand trust in Tanah Datar Regency, (3) brand personality has a significant influence on Wardah's brand image in Tanah Datar Regency, (4) brand personality has a significant influence on Wardah's brand trust in Tanah Datar Regency, and (5) brand trust has a significant influence on Wardah's brand image in Tanah Datar Regenc.

The influence of financial risk, product risk, security risk, and psychological risk on online purchase intention of health products through Tokopedia application

Naufaldi Abidin, Astri Yuza Sari — Tue, 08 Jul 2025 08:37:14 +0000

This research examines the influencing factors Online Purchase Intention on health products in the Tokopedia application in Padang City, with a focus on roles Financial Risk, Product Risk, Security Risk, Psychological Risk. This research aims to determine the effect Financial Risk, Product Risk, Security Risk, Psychological Risk To Online Purchase Intention. The sample used was 140 respondents. Data is processed using SmartPLS and collected via online questionnaires. The research results show that (1) Financial Risk negative and significant effect on Online Purchase Intention. (2) Product Risk negative and insignificant effect. (3) Security Risk positive and insignificant effect. (4) Psychological Risk negative and significant effect on Online Purchase Intention.