Date Log
Submitted
18 January 2022
Accepted
15 September 2022
Published
15 September 2022
Securing Purchase Intention of E-Commerce Users: the Nomological Validity of Branding and Trust
Corresponding Author(s) : Amir Mahmud
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 9 No. 2 (2022): December
Abstract
It is getting hard for digital brands to secure an edge over competitors; moreover, securing transaction deals. Amid E-Commerce offerings, brand awareness and image are strategically positioned in decision-making. Thus, this study explores this issue by analyzing the nomological validity of brand awareness and brand image on consumers’ trust and purchase intention. 165 response rates are secured and presented quantitatively by employing the variance-based PLS-SEM. The results support all hypotheses as well as the mediating effects. The brand image emerges as the most potential strategic position for managerial discretions upon building trust and purchasing decisions among e-commerce users.
Keywords
Brand Awareness
Brand Image
Trust
Purchase Intention
E-Commerce
Mahmud, A. (2022). Securing Purchase Intention of E-Commerce Users: the Nomological Validity of Branding and Trust. Jurnal Minds: Manajemen Ide Dan Inspirasi, 9(2), 187–198. https://doi.org/10.24252/minds.v9i2.26691
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References
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Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
Ambler, T., & Kokkinaki, F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7), 665–678.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework. Journal of Marketing Theory and Practice, 25(3). https://doi.org/10.1080/10696679.2017.1311220
Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215–226.
García de Leaniz, P. M., & Rodríguez Del Bosque Rodríguez, I. (2015). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 24(1). https://doi.org/10.1080/19368623.2014.891961
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774
Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333. https://doi.org/10.1177/1470593106066794
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM). In Sage Publisher. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data Analysis: A Global Perspective (Vol. 7th).
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-Based Chain Restaurant Brand Equity, Brand Reputation, And Brand Trust. International Journal of Hospitality Management, 50(1), 84–93. https://doi.org/10.1016/j.ijhm.2015.06.010
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.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning.
Kline, R. B. (1998). Software Review: Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL. In Journal of Psychoeducational Assessment (Vol. 16, Issue 4, pp. 343–364). https://doi.org/10.1177/073428299801600407
Kotler, Philip. (1994). Marketing Management: Analysis Planning Implementation and Control. Journal of Retailing.
Kotler, Philip, & Keller, K. L. (2007). Manajemen Pemasaran edisi kedua belas jilid 1. Penerbit: PT. Indeks. Jakarta.
Kotler, Philips, & Amstrong, G. (2014). Principles Of Marketing (14 Edition). Pearson Education.
Kurata, H., & Nam, S. H. (2010). After-sales service competition in a supply chain: Optimization of customer satisfaction level or profit or both? International Journal of Production Economics, 127(1), 136–146. https://doi.org/10.1016/j.ijpe.2010.05.005
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152–159.
Ozaki, R. (2011). Adopting sustainable innovation: What makes consumers sign up to green electricity? Business Strategy and the Environment, 20(1), 1–17. https://doi.org/10.1002/bse.650
Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does Price Tolerance Depend Upon The Type Of Product In E-Retailing? Role Of Customer Satisfaction, Trust, Loyalty, And Perceived Value. Journal of Strategic Marketing, 28(6), 522–541. https://doi.org/10.1080/0965254X.2019.1569109
Rastini, N. M., & Respati, N. N. R. (2021). Public Attitudes and Interests in Using Online Transactions (TAM Application And TRA Model). Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 175–190. https://doi.org/10.24252/minds.v8i1.21348
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146.
Semuel, H., & Lianto, A. S. (2014). Analisis ewom, brand image, brand trust dan minat beli produk smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54.
Seo, E. J., Park, J.-W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1691.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), 34–38.
Sheth, J. N., & Sisodia, R. S. (2012). The 4 A’s of marketing: Creating value for customer, company and society. In The 4 A’s of Marketing: Creating Value for Customer, Company and Society. https://doi.org/10.4324/9780203802168
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2).
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40. https://doi.org/10.1016/j.jhtm.2019.07.002
Tavitiyaman, P., Qu, H., & Zhang, H. Q. (2011). The impact of industry force factors on resource competitive strategies and hotel performance. International Journal of Hospitality Management, 30(3), 648–657. https://doi.org/10.1016/j.ijhm.2010.11.010
Yong Kim, B., & oh, H. (2004). How do hotel firms obtain a competitive advantage? International Journal of Contemporary Hospitality Management, 16(1), 65–71. https://doi.org/10.1108/09596110410516589
References
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
Ambler, T., & Kokkinaki, F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7), 665–678.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework. Journal of Marketing Theory and Practice, 25(3). https://doi.org/10.1080/10696679.2017.1311220
Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215–226.
García de Leaniz, P. M., & Rodríguez Del Bosque Rodríguez, I. (2015). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 24(1). https://doi.org/10.1080/19368623.2014.891961
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774
Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333. https://doi.org/10.1177/1470593106066794
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM). In Sage Publisher. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data Analysis: A Global Perspective (Vol. 7th).
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-Based Chain Restaurant Brand Equity, Brand Reputation, And Brand Trust. International Journal of Hospitality Management, 50(1), 84–93. https://doi.org/10.1016/j.ijhm.2015.06.010
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.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning.
Kline, R. B. (1998). Software Review: Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL. In Journal of Psychoeducational Assessment (Vol. 16, Issue 4, pp. 343–364). https://doi.org/10.1177/073428299801600407
Kotler, Philip. (1994). Marketing Management: Analysis Planning Implementation and Control. Journal of Retailing.
Kotler, Philip, & Keller, K. L. (2007). Manajemen Pemasaran edisi kedua belas jilid 1. Penerbit: PT. Indeks. Jakarta.
Kotler, Philips, & Amstrong, G. (2014). Principles Of Marketing (14 Edition). Pearson Education.
Kurata, H., & Nam, S. H. (2010). After-sales service competition in a supply chain: Optimization of customer satisfaction level or profit or both? International Journal of Production Economics, 127(1), 136–146. https://doi.org/10.1016/j.ijpe.2010.05.005
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152–159.
Ozaki, R. (2011). Adopting sustainable innovation: What makes consumers sign up to green electricity? Business Strategy and the Environment, 20(1), 1–17. https://doi.org/10.1002/bse.650
Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does Price Tolerance Depend Upon The Type Of Product In E-Retailing? Role Of Customer Satisfaction, Trust, Loyalty, And Perceived Value. Journal of Strategic Marketing, 28(6), 522–541. https://doi.org/10.1080/0965254X.2019.1569109
Rastini, N. M., & Respati, N. N. R. (2021). Public Attitudes and Interests in Using Online Transactions (TAM Application And TRA Model). Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 175–190. https://doi.org/10.24252/minds.v8i1.21348
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146.
Semuel, H., & Lianto, A. S. (2014). Analisis ewom, brand image, brand trust dan minat beli produk smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54.
Seo, E. J., Park, J.-W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1691.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), 34–38.
Sheth, J. N., & Sisodia, R. S. (2012). The 4 A’s of marketing: Creating value for customer, company and society. In The 4 A’s of Marketing: Creating Value for Customer, Company and Society. https://doi.org/10.4324/9780203802168
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2).
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40. https://doi.org/10.1016/j.jhtm.2019.07.002
Tavitiyaman, P., Qu, H., & Zhang, H. Q. (2011). The impact of industry force factors on resource competitive strategies and hotel performance. International Journal of Hospitality Management, 30(3), 648–657. https://doi.org/10.1016/j.ijhm.2010.11.010
Yong Kim, B., & oh, H. (2004). How do hotel firms obtain a competitive advantage? International Journal of Contemporary Hospitality Management, 16(1), 65–71. https://doi.org/10.1108/09596110410516589
Ambler, T., & Kokkinaki, F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7), 665–678.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., & Winston, E. M. (2017). How Firms Implement Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix Framework. Journal of Marketing Theory and Practice, 25(3). https://doi.org/10.1080/10696679.2017.1311220
Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215–226.
García de Leaniz, P. M., & Rodríguez Del Bosque Rodríguez, I. (2015). Exploring the Antecedents of Hotel Customer Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 24(1). https://doi.org/10.1080/19368623.2014.891961
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331–352.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4–20. https://doi.org/10.1108/00251749410054774
Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333. https://doi.org/10.1177/1470593106066794
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM). In Sage Publisher. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data Analysis: A Global Perspective (Vol. 7th).
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-Based Chain Restaurant Brand Equity, Brand Reputation, And Brand Trust. International Journal of Hospitality Management, 50(1), 84–93. https://doi.org/10.1016/j.ijhm.2015.06.010
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.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning.
Kline, R. B. (1998). Software Review: Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL. In Journal of Psychoeducational Assessment (Vol. 16, Issue 4, pp. 343–364). https://doi.org/10.1177/073428299801600407
Kotler, Philip. (1994). Marketing Management: Analysis Planning Implementation and Control. Journal of Retailing.
Kotler, Philip, & Keller, K. L. (2007). Manajemen Pemasaran edisi kedua belas jilid 1. Penerbit: PT. Indeks. Jakarta.
Kotler, Philips, & Amstrong, G. (2014). Principles Of Marketing (14 Edition). Pearson Education.
Kurata, H., & Nam, S. H. (2010). After-sales service competition in a supply chain: Optimization of customer satisfaction level or profit or both? International Journal of Production Economics, 127(1), 136–146. https://doi.org/10.1016/j.ijpe.2010.05.005
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152–159.
Ozaki, R. (2011). Adopting sustainable innovation: What makes consumers sign up to green electricity? Business Strategy and the Environment, 20(1), 1–17. https://doi.org/10.1002/bse.650
Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does Price Tolerance Depend Upon The Type Of Product In E-Retailing? Role Of Customer Satisfaction, Trust, Loyalty, And Perceived Value. Journal of Strategic Marketing, 28(6), 522–541. https://doi.org/10.1080/0965254X.2019.1569109
Rastini, N. M., & Respati, N. N. R. (2021). Public Attitudes and Interests in Using Online Transactions (TAM Application And TRA Model). Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 175–190. https://doi.org/10.24252/minds.v8i1.21348
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146.
Semuel, H., & Lianto, A. S. (2014). Analisis ewom, brand image, brand trust dan minat beli produk smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 7–54.
Seo, E. J., Park, J.-W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12(4), 1691.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), 34–38.
Sheth, J. N., & Sisodia, R. S. (2012). The 4 A’s of marketing: Creating value for customer, company and society. In The 4 A’s of Marketing: Creating Value for Customer, Company and Society. https://doi.org/10.4324/9780203802168
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2).
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40. https://doi.org/10.1016/j.jhtm.2019.07.002
Tavitiyaman, P., Qu, H., & Zhang, H. Q. (2011). The impact of industry force factors on resource competitive strategies and hotel performance. International Journal of Hospitality Management, 30(3), 648–657. https://doi.org/10.1016/j.ijhm.2010.11.010
Yong Kim, B., & oh, H. (2004). How do hotel firms obtain a competitive advantage? International Journal of Contemporary Hospitality Management, 16(1), 65–71. https://doi.org/10.1108/09596110410516589