Analisis Pengaruh Strategi Marketing 4.0 Pada Intensi Pembelian Dan Peran Moderasi Kategori Produk
Abstract
Dunia pemasaran memasuki era baru Marketing 4.0, dimana adanya perubahan fokus kepada penciptaan dan pengelolaan interaksi dengan konsumen dan dengan demikian menciptakan proses komunikasi tingkat tinggi antara brand dan konsumen (Kotler et al., 2017). Penelitian ini bertujuan untuk memahami efektivitas Marketing 4.0 dalam industri otomotif dan fast moving consumer goods (FMCG). Penelitian ini menganalisis hubungan elemen Marketing 4.0, product category, customer satisfaction, dan purchase intention. Penelitian ini menggunakan sampel sebanyak 660 responden melalui metode random sampling, terdiri dari 395 responden dari kategori produk FMCG dan 265 responden dari konsumen produk otomotif. Responden disaring melalui beberapa pertanyaan terkait domisili dan periode pembelian produk. PLS-SEM digunakan sebagai metode untuk menganalisis hubungan antara elemen Marketing 4.0 & purchase intention. Temuan dalam penelitian ini menunjukkan bahwa Brand Image dan Brand Integrity secara signifikan mempengaruhi kepuasan konsumen secara positif. Brand Integrity, Brand Interaction, dan Customer Satisfaction juga secara signifikan mempengaruhi Purchase Intention. Penelitian ini juga menunjukkan bahwa tidak ada perbedaan signifikan antara hubungan elemen Marketing 4.0 dan Purchase Intention pada product category yang berbeda dalam level signifikansi 95%. Namun, penelitian ini menemukan bukti empiris perbedaan signifikan antara dua produk kategori pada hubungan Brand Identity terhadap Purchase Intention pada level signifikansi 90 %.
References
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Alvarado-Karste, D., & Guzmán, F. (2020). The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity. Journal of Product & Brand Management.
Andreas Samudro, U. S. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters.
Bagozzi, R. P., & Yi, Y. (2012). Specification, Evaluation, and Interpretation of Structuran Equation Modelling. Journal of the Academy of Marketing Science, 8-34.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 1173-1182.
Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Pe~nality and Social Psychology, 1173-1182.
Bian, X., & Moutinho, L. (2011). The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeit: Direct and Indirect Effects. European Journal of Marketing.
Buttle, F. A. (2001). Consumer Involvement in Financial Services: An Empirical Test of Two Measures. Journal of Bank Marketing.
Cardoso, A., Paulauskaitė, A., Hachki, H., Figueiredo, J., Oliveira, I., Rêgo, R., . . . Meirinhos, G. (2022). Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust. Journal of Open Innovation: Technology, Market, and Complexity.
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 811-828.
Chen, Z., & Zhu, D. H. (2022). Effect of dynamic promotion display on purchase intention: The moderating role of involvement. Journal of Business Research, 148, 252-261.
Chinedu, A. H., Haron, S. A., & Hashim, A. A. (2020). Consumers' Attitudes Towards Locally Manufactured High Involvement Products: A Systematic Review. Asian Social Science, 80-92.
Cho, E. (2011). Development of a brand image scale and theimpact of lovemarks on brand equity. Iowa State University Digital Repository Theses.
Coldwell, J. (2001). Characteristics of a Good Customer Satisfaction Survey.
Crockett, S. A. (2012). A Five-Step Guide to Conducting SEM Analysis in Counseling Research. Counseling Outcome Research and Evaluation, 30-47.
Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business Vol. 7, 939-947.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 608-620.
Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31, 191-198.
Fanny Cambier, I. P. (2020). Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 260-270.
Farizan, N., Rohman, F., & Hussein, A. S. (2019). The Effect of Brand Identity, Brand Image, and Perceived Value on Loyalty With Customer Satisfaction as Mediation Variable for Customer Fresh Juice Bintaro. Journal of Applied Management.
Frederick F. Reichheld, T. T. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press.
G. Zaltman, M. W. (1983). Consumer Behaviour: Basic Findings and Management Implications.
Ghonim, M. A., Elsawy, W. Z., Elsotouhy, M. M., & Khashan, M. A. (2022). The Impact of Marketing 4.0 on Customer Satisfaction and Engagement: The Distinctive Role of Brand Interaction in the Egyptian Hotel Industry. Egypt International Journal of Hospitality & Tourism Administration.
Guido, G. (2015). Wiley Encyclopedia of Management.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2019). Assessing Measurement Model Quality in PLS-SEM Using Confirmatory Composite Analysis. Journal of Business Research, 101-110.
Hanzaee, K. H., & Taghipourian, M. J. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied, 1281-1291.
Havitz, M. E., & Howard, D. R. (1995). How Enduring Is Enduring Involvement? A Seasonal Examination of Three Recreational Activities. Journal of Consumer Psychology, 255-276.
Heath, T. B., Delvecchio, D., & Mccarthy, M. S. (2011). The Asymmetric Effects of Extending Brands to Lower and Higher Quality. Journal of Marketing, 3-20.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modelling in international marketing. Advances in International Marketing, 277-320.
Hox, J., & Bechger, T. (1999). Introduction Structural Equation Modeling. Introduction Structural Equation Modeling, 354-373.
Hoyle, R. H. (2004). Confirmatory Factor Analysis.
Hu, L.-T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal .
Ingaldi, M., & Kotus, M. (2018). Assessment Of Customer Satisfaction as an Element Deciding about Enterprise's Competitiveness. Multidisciplinary Aspects of Production Engineering – MAPE, 657-664.
Jara, A. J., Skarmeta, A., & Merono, M. C. (2012). Marketing 4.0: A New Value Added to the Marketing through the Internet of. 2012 Sixth International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing.
Jin Su, X. T. (2016). Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans. Family & Consumer Sciences Research Journal 44, 427-446.
Kazemi, A., PaEmami, V. M., Abbaszadeh, A., & Pourzamani, J. (2013). Impact of Brand Identity on Customer Loyalty and Word of Mouth Communications, Considering Mediating Role of Customer Satisfaction and Brand Commitment. (Case Study: Customers of Mellat Bank in Kermanshah). International Journal of Academic Research in Economics and Management Sciences .
Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Hoboken: Pearson.
Kock, N. (2020). Using indicator correlation fit indices in PLS-SEM: Selecting the algorithm with the best fit. Data Analysis Perspectives Journal.
Koech, A. K., Buyle, S., & Macario, R. (2023). Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs. Journal of Air Transport Management, 107.
Kotleaar, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digitalasd. Hoboken, New Jersey: John Wiley & Sons.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. Hoboken: John Wiley & Sons, Inc.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley & Sons.
Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43, 149-156.
Lada, S., Sidin, S. M., & Teoh, K. (2014). Moderating role of product involvement on the relationship between brand personality and brand loyalty. Journal of Internet Banking and Commerce, 19.
Lee, W.-I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attribute, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229.
Lin, C.-T. L., & Chuang, S.-S. (2018). The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan. Studies in Business and Economics.
M., H., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer. International Journal of Economics, Business and Accounting Research (IJEBAR).
Ma, R., & Wang, W. (2021). Smile or pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention. Journal of Business Research, 134, 443-456.
Malhotra, N., & Nunan, D. (2017). Marketing Research: An Applied Approach. Pearson.
Man Lai Cheung, G. D.-N. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intention. Journal of Retailing and Consumer Services Vol. 61.
Manolica, A., & Roman, T. (2015). Building brands identity. Procedia Economics and Finance, 393-403.
Mehmood, W., & Shafiq, O. (2015). Impact of Customer Satisfaction, Service Quality, Brand Image on Purchase Intention. Journal of Marketing and Consumer Research Vol. 15, 174-186.
Molinillo, S., Japutra, A., & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102819
Muhammad Bilal, Z. J. (2021). How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Meda Elements. Journal of Business Strategy Finance and Management, 44-55.
Neoda Farizan, F. R. (2019). The Effect of Brand Identity, Brand Image, and Perceived Value on Loyalty with Customer Satisfaction as Mediation Variable for Customer Fresh Juice Bintaro. Journal of Applied Management , 127-132.
Rajasekhar, S., & Makesh, D. (2013). Impact of Advertising on Brand Preference of High Involvement Products. International Journal of Commerce, Business and Management, 2319-2828.
Ramadhan, A. I., & Chairy. (2020). Pengaruh Brand Image, Product Involvement, dan Brand Engagement terhadap Purchase Intention Teh Pucuk di Kota Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 42-47.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 664-683.
Sai, Y. T., & Suma, R. U. (2019). A study on the influence of reference groups affecting the purchase decision of a motorbike buyer. International Journal of Advance Research and Development, 4(2).
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2021). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of research in interactive marketing, 16(4).
Schivinski, B., & Christodoulides, G. (2016). Measuring Consumer's Engagement With Brand-Related Social-Media Content: Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands. Journal of Advertising Research.
Schmitt, N. W., & Kimonski, R. J. (1990). Research Methods in Human Resources Management (South-Western Series in Human Resources Management). South-Western Pub.
Sengupta, J., Goodstein, R. C., & Boninger, D. S. (1997). All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions. Journal of Consumer Research, 351-361.
Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Shugan, S. M. (1980). The Cost Of Thinking. Journal of Consumer Research Vol. 7, 99 - 111.
Singh, H. (2006). The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention.
Solomon, M. R. (2018). Consumer Behaviour: Buying, Having, and Being. Pearson.
Summra Khalid, M. M. (2016). Impact of brand identification on purchase intention and moderating effect of brand trust. International Journal of Research in Finance and Marketing (IJRFM) Vol. 6 Issue 12, 1-12.
Takaya, R. (2016). Antecedents Analysis of Purchase Intention. Busines and Entrepreneurial Review, 1-16.
Tempo. (2021, Januari 23). Tempo. Retrieved from Tempo: https://bisnis.tempo.co/read/1425919/sensus-penduduk-2020-bps-generasi-z-dan-milenial-dominasi-jumlah-penduduk-ri#:~:text=Sabtu%2C%2023%20Januari%202021%2010%3A31%20WIB&text=Dari%20hasil%20survei%20sepanjang%20Februari,jiwa%20atau%2025%2C87%20persen.
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Vahdati, H., & Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: the Intermediate Role of Electronic Word-Of-Mouth And Brand Equity. Asian Academy of Management Journal, 1-26.
Valenzuela, S. (2017). Path Analysis. The International Encyclopedia of Communication Research Methods.
Vassileva, B. (2017). Marketing 4.0: How Technologies Transform Marketing Organizations. Óbuda University e-Bulletin.
Wang, X., & Yang, Z. (2011). The impact of brand credibility and brand personality on purchase intention: An Empirical Study in China. International Marketing.
World Bank. (2021). data.worldbank.org. Retrieved from The World Bank: https://data.worldbank.org/indicator/IT.NET.USER.ZS?locations=ID
Ya-Hui Wang, C.-F. T. (2014). The Relationship between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. The International Journal of Business and Finance Research Vol. 8, 27-40.
Yessa Gusti Alexander, F. T. (2014). Consumer Confusion in Low Involvement Products: an Empirical Study Among University Students In D.I. Yogyakarta.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 341-352.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 58-62.
Alvarado-Karste, D., & Guzmán, F. (2020). The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity. Journal of Product & Brand Management.
Andreas Samudro, U. S. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters.
Bagozzi, R. P., & Yi, Y. (2012). Specification, Evaluation, and Interpretation of Structuran Equation Modelling. Journal of the Academy of Marketing Science, 8-34.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 1173-1182.
Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Pe~nality and Social Psychology, 1173-1182.
Bian, X., & Moutinho, L. (2011). The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeit: Direct and Indirect Effects. European Journal of Marketing.
Buttle, F. A. (2001). Consumer Involvement in Financial Services: An Empirical Test of Two Measures. Journal of Bank Marketing.
Cardoso, A., Paulauskaitė, A., Hachki, H., Figueiredo, J., Oliveira, I., Rêgo, R., . . . Meirinhos, G. (2022). Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust. Journal of Open Innovation: Technology, Market, and Complexity.
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 811-828.
Chen, Z., & Zhu, D. H. (2022). Effect of dynamic promotion display on purchase intention: The moderating role of involvement. Journal of Business Research, 148, 252-261.
Chinedu, A. H., Haron, S. A., & Hashim, A. A. (2020). Consumers' Attitudes Towards Locally Manufactured High Involvement Products: A Systematic Review. Asian Social Science, 80-92.
Cho, E. (2011). Development of a brand image scale and theimpact of lovemarks on brand equity. Iowa State University Digital Repository Theses.
Coldwell, J. (2001). Characteristics of a Good Customer Satisfaction Survey.
Crockett, S. A. (2012). A Five-Step Guide to Conducting SEM Analysis in Counseling Research. Counseling Outcome Research and Evaluation, 30-47.
Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business Vol. 7, 939-947.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 608-620.
Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31, 191-198.
Fanny Cambier, I. P. (2020). Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 260-270.
Farizan, N., Rohman, F., & Hussein, A. S. (2019). The Effect of Brand Identity, Brand Image, and Perceived Value on Loyalty With Customer Satisfaction as Mediation Variable for Customer Fresh Juice Bintaro. Journal of Applied Management.
Frederick F. Reichheld, T. T. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press.
G. Zaltman, M. W. (1983). Consumer Behaviour: Basic Findings and Management Implications.
Ghonim, M. A., Elsawy, W. Z., Elsotouhy, M. M., & Khashan, M. A. (2022). The Impact of Marketing 4.0 on Customer Satisfaction and Engagement: The Distinctive Role of Brand Interaction in the Egyptian Hotel Industry. Egypt International Journal of Hospitality & Tourism Administration.
Guido, G. (2015). Wiley Encyclopedia of Management.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2019). Assessing Measurement Model Quality in PLS-SEM Using Confirmatory Composite Analysis. Journal of Business Research, 101-110.
Hanzaee, K. H., & Taghipourian, M. J. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. Journal of Basic and Applied, 1281-1291.
Havitz, M. E., & Howard, D. R. (1995). How Enduring Is Enduring Involvement? A Seasonal Examination of Three Recreational Activities. Journal of Consumer Psychology, 255-276.
Heath, T. B., Delvecchio, D., & Mccarthy, M. S. (2011). The Asymmetric Effects of Extending Brands to Lower and Higher Quality. Journal of Marketing, 3-20.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modelling in international marketing. Advances in International Marketing, 277-320.
Hox, J., & Bechger, T. (1999). Introduction Structural Equation Modeling. Introduction Structural Equation Modeling, 354-373.
Hoyle, R. H. (2004). Confirmatory Factor Analysis.
Hu, L.-T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal .
Ingaldi, M., & Kotus, M. (2018). Assessment Of Customer Satisfaction as an Element Deciding about Enterprise's Competitiveness. Multidisciplinary Aspects of Production Engineering – MAPE, 657-664.
Jara, A. J., Skarmeta, A., & Merono, M. C. (2012). Marketing 4.0: A New Value Added to the Marketing through the Internet of. 2012 Sixth International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing.
Jin Su, X. T. (2016). Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans. Family & Consumer Sciences Research Journal 44, 427-446.
Kazemi, A., PaEmami, V. M., Abbaszadeh, A., & Pourzamani, J. (2013). Impact of Brand Identity on Customer Loyalty and Word of Mouth Communications, Considering Mediating Role of Customer Satisfaction and Brand Commitment. (Case Study: Customers of Mellat Bank in Kermanshah). International Journal of Academic Research in Economics and Management Sciences .
Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Hoboken: Pearson.
Kock, N. (2020). Using indicator correlation fit indices in PLS-SEM: Selecting the algorithm with the best fit. Data Analysis Perspectives Journal.
Koech, A. K., Buyle, S., & Macario, R. (2023). Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs. Journal of Air Transport Management, 107.
Kotleaar, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digitalasd. Hoboken, New Jersey: John Wiley & Sons.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. Hoboken: John Wiley & Sons, Inc.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley & Sons.
Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43, 149-156.
Lada, S., Sidin, S. M., & Teoh, K. (2014). Moderating role of product involvement on the relationship between brand personality and brand loyalty. Journal of Internet Banking and Commerce, 19.
Lee, W.-I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attribute, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229.
Lin, C.-T. L., & Chuang, S.-S. (2018). The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan. Studies in Business and Economics.
M., H., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer. International Journal of Economics, Business and Accounting Research (IJEBAR).
Ma, R., & Wang, W. (2021). Smile or pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention. Journal of Business Research, 134, 443-456.
Malhotra, N., & Nunan, D. (2017). Marketing Research: An Applied Approach. Pearson.
Man Lai Cheung, G. D.-N. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intention. Journal of Retailing and Consumer Services Vol. 61.
Manolica, A., & Roman, T. (2015). Building brands identity. Procedia Economics and Finance, 393-403.
Mehmood, W., & Shafiq, O. (2015). Impact of Customer Satisfaction, Service Quality, Brand Image on Purchase Intention. Journal of Marketing and Consumer Research Vol. 15, 174-186.
Molinillo, S., Japutra, A., & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2021.102819
Muhammad Bilal, Z. J. (2021). How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Meda Elements. Journal of Business Strategy Finance and Management, 44-55.
Neoda Farizan, F. R. (2019). The Effect of Brand Identity, Brand Image, and Perceived Value on Loyalty with Customer Satisfaction as Mediation Variable for Customer Fresh Juice Bintaro. Journal of Applied Management , 127-132.
Rajasekhar, S., & Makesh, D. (2013). Impact of Advertising on Brand Preference of High Involvement Products. International Journal of Commerce, Business and Management, 2319-2828.
Ramadhan, A. I., & Chairy. (2020). Pengaruh Brand Image, Product Involvement, dan Brand Engagement terhadap Purchase Intention Teh Pucuk di Kota Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 42-47.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 664-683.
Sai, Y. T., & Suma, R. U. (2019). A study on the influence of reference groups affecting the purchase decision of a motorbike buyer. International Journal of Advance Research and Development, 4(2).
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2021). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of research in interactive marketing, 16(4).
Schivinski, B., & Christodoulides, G. (2016). Measuring Consumer's Engagement With Brand-Related Social-Media Content: Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands. Journal of Advertising Research.
Schmitt, N. W., & Kimonski, R. J. (1990). Research Methods in Human Resources Management (South-Western Series in Human Resources Management). South-Western Pub.
Sengupta, J., Goodstein, R. C., & Boninger, D. S. (1997). All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions. Journal of Consumer Research, 351-361.
Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Shugan, S. M. (1980). The Cost Of Thinking. Journal of Consumer Research Vol. 7, 99 - 111.
Singh, H. (2006). The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention.
Solomon, M. R. (2018). Consumer Behaviour: Buying, Having, and Being. Pearson.
Summra Khalid, M. M. (2016). Impact of brand identification on purchase intention and moderating effect of brand trust. International Journal of Research in Finance and Marketing (IJRFM) Vol. 6 Issue 12, 1-12.
Takaya, R. (2016). Antecedents Analysis of Purchase Intention. Busines and Entrepreneurial Review, 1-16.
Tempo. (2021, Januari 23). Tempo. Retrieved from Tempo: https://bisnis.tempo.co/read/1425919/sensus-penduduk-2020-bps-generasi-z-dan-milenial-dominasi-jumlah-penduduk-ri#:~:text=Sabtu%2C%2023%20Januari%202021%2010%3A31%20WIB&text=Dari%20hasil%20survei%20sepanjang%20Februari,jiwa%20atau%2025%2C87%20persen.
University of Minnesota Libraries Publishing. (2010). Principles of Marketing. Minnesota: University of Minnesota Libraries Publishing.
Vahdati, H., & Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: the Intermediate Role of Electronic Word-Of-Mouth And Brand Equity. Asian Academy of Management Journal, 1-26.
Valenzuela, S. (2017). Path Analysis. The International Encyclopedia of Communication Research Methods.
Vassileva, B. (2017). Marketing 4.0: How Technologies Transform Marketing Organizations. Óbuda University e-Bulletin.
Wang, X., & Yang, Z. (2011). The impact of brand credibility and brand personality on purchase intention: An Empirical Study in China. International Marketing.
World Bank. (2021). data.worldbank.org. Retrieved from The World Bank: https://data.worldbank.org/indicator/IT.NET.USER.ZS?locations=ID
Ya-Hui Wang, C.-F. T. (2014). The Relationship between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. The International Journal of Business and Finance Research Vol. 8, 27-40.
Yessa Gusti Alexander, F. T. (2014). Consumer Confusion in Low Involvement Products: an Empirical Study Among University Students In D.I. Yogyakarta.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 341-352.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 58-62.
Published
2024-04-21
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Articles
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