The Impacts of Brand Credibility, Brand Prestige, and Online Costumer Reviews on Purchasing Interest

Nina Mardati Lusian, Sri Harjanti

Abstract


This research aims to verify and analyze the impacts of brand credibility, brand prestige, and online customer reviews on purchasing interest of students at the Pembangunan Nasional "Veteran" Yogyakarta University who enjoy iPhone smartphone products. Questionnaires were distributed using nonprobability Purposive sampling techniques, and regression analysis are adopted to test the predetermined hypotheses. Results show that there are positive relations between jointly brand credibility, brand prestige, and online customer reviews on purchasing interest. Individually tested, brand credibility, brand prestige and online customers’ review have positive relation and highly significant impact on purchasing interest, respectively.


Full Text:

PDF

References


Abdullah, Thamrin dan Francis, Tantri. (2014). Manajemen Pemasaran.PT. Raja Grafindo Persada: Depok.

Anggita Widianingsih, Herni Justiana Astuti. The Influence of Beauty Vlogger Endorsement, Country of Origin and Perceived Quality on Interest in Buying Maybelline Mascara Cosmetic Products (Study of Students at Several Universities in Purwokerto). The journal of Students at Several Universities in Purwokerto. Pp 6.

Assael, Henry. (2001). Consumer Behavior and Marketing Action.Thomson & Learning: Boston.

Ardelia, & Supriono. (2017). The Influence of Brand Credibility and Brand Prestige on Quality Perceptions and Purchase Intentions (Survey of Chanel Brand Cosmetics Consumers). Journal of Business Administration (Jab) Vol. 50 Nos. 3-12

Az Zahra, D. C., Kadunci, & Rosalina, E. (2022). The Influence of Online Customer Reviews and Content Marketing of TikTok @Azarinecosmetic on Interest in Buying Azarine Beauty Products in the Midst of the Covid-19 Pandemic (Case Study on Followers of TikTok @Azarinecosmetic). 1-11. The Journal of Economics and Business: Deandra Carin Az Zahra, Kadunci, Erlyn Rosalina, Jakarta State Polytechnic, 2022. Pp 1-11

Faridzie, M.R.R.A., & Widodo,A (2023). The Influence of Social Media and e-WOM on Purchase Intention and Brand Image in on line Shop Consumers in Indonesia. Journal of International Conference Proceedings, 6(2), 147-157.

Ferdinand, Augusty. (2006). Pengembangan Minat Beli Merek Ekstensi. Badan Penerbit Universitas Diponegoro: Semarang

Florence, Felita A., Harianto A. The Influence of Online Reviews on Purchase Intention in Budget Hotels at Online Travel Agents (OTA). 33-34. The journal of Management and Marketing Review. Journal homepage: www.gatrenterprise.com/GATRJournals/index.html. J. Mgt. Mkt. Review 4 (3) 194-201 (2019).

Ghozali, I. (2013). Multivariate Analysis Application with the IBM SPSS Program. Edition 7. Semarang: Diponegoro University Publishing Agency.

Halili Titin Hariyanto and Lantip Trisunarno. (2020). Analysis of the Influence of Online Customer Reviews, Online Customer Ratings, and Star Seller on Customer Trust and Purchasing Decisions in Online Stores at Shopee. The journal of ITS Engineering Journal Vol. 9, no. 2, (2020) ISSN: 2337-3539 (2301-9271 Print.

Harjanti, S. (2021 The Impact of Social Media Marketing, Word of Mouth and Brand Image on Shopee Consumer’s Purchase Intention in Yogyakarta. Journal of International Conference Proceedings, 4(3), 418-425.

Jinan Hamqur Abdillah. The Influence of Brand Image, Brand Reputation and Online Customer Reviews on Purchase Intention on Tokopedia (Case Study of Indonesian People). Journal of Faculty of Economics and Business, Brawijaya University. Pp 1-13.

Kee,D.M.H.,Liem,GS., Yuan,N.Z.,Ni, N.L.Y., & Wen, N.K., Fang, N.S., muhsyi,U,A (2023). The Influence of customer satisfaction, brand trust and brand loyalty on purchase intention: A study of McDonald in Malaysia. International Journal of Tourism & Hospitality in Asia Pasific, 6 (2), 88-101.

Keller, K. &. (2012). Marketing Management, Edition 12. Jakarta: Erlangga.

Muhammad Ariq Syah, Farida Indriani (2020). The Influence of Online Customer Reviews on Consumer Buying Interests in Cosmetic Products (Case Study of Indonesian Famaledaily Users). 2. The journal of Diponogoro Journal of Management. Vol. 9. No. 3, Tahun 2020. Pp 1-9.

Ningsih, E. S. (2019). The Influence of Ratings and Online Customer Reviews on Online Purchasing Decisions on the Shopee Marketplace. The journal of Kaijian Journal of Islamic Economics and Business. Vol. 3. No. 5 (2022). Pp909-926.

Novita Amalia Riyanjaya, Sonjaya Andarini. (2022). The Influence of Online Customer Reviews and Online Customer Ratings on Interest in Buying Wardah Products on the Shopee Online Shopping Site. Journal of Islamic Economics and Business Studies. Vol 3 No 5, 913-914.

Ongkowidjaja, Y., & Tjokrosaputro, M. (2020). Brand Image and Celebrity Endorsement to Predict Customer-Based Brand Equity of Shopee Users: Brand Credibility as a Mediating Variable. The journal of Derema Journal Management Development Research of Management. Vol. 15. No. 22.

Putri Anggreni, I Wayan Gita Arsana2 (2022). Consumer Preferences for Smartphone Brands Based on Operating Systems (Comparative Study of Smartphones using iPhone S/IOS with Android OS). 111-112. The journal of journal economic and management technology (EMT). Vol. 7. No. 4. (2023). Pp 950-963.

Ruth Mariana Bunga Wadu, Rio Wirawan (2019). Factors that Influence Purchase Interest, Consumer Decisions and Smartphone Market Opportunities in Indonesia. Journal of Informatics 15th Edition, No 1. 51-52

Salsabila, R., & Rubiyanti, N. (2023). The Effect of Online Reviews, Rating and Price on Online Hotel Booking Intention in Indonesia: The Moderating Role of Brand Image. Journal of International Conference Proceedings, 6(2), 158-169.

Schiffman, L., & Wisenblit, J. L., (2019). Consumer Behavior (12th ed). New Jersey: Pearson Education International.

Shahnaz, N. B. (2016). Factors That Influence Online Consumer Buying Interest. Management Analysis Journal, 6. Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422. Vol. 5. No. 1. (III) 2022.

Solomon, M. R. (2019). Consumer Behavior. Pearson.

Steenkamp, J.-B. E. M., Batra, R., and Alden, D. L. 2003. How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53–65. http://surl.li/kiefo

Sugiyono. (2016). Educational Research Methods Quantitative, Qualitative and R&D Approaches. Bandung: Alphabeta.

Sugiyono. (2019). Quantitative Qualitative Research Methods And R&D. Bandung: Alphabeta.

Taam, Hapsari. (2021). Kemudahan Penggunaan dan Harga Terhadap Minat Beli Online Konsumen, e-Journal Ekonomi Bisnis dan Akuntansi, Volume 8(1):89-96.

http://surl.li/kiawy, Explanation and Development Regarding the iPhone, accessed on June 1, 2023

http://surl.li/ifrdx, iPhone Sales Volume 2017-2021 accessed on February 2 2023

http://surl.li/kiaye, Data on Smartphone Market Share in the World Market for 2021-2022 accessed on 3 February 2023

https://shopee.co.id/Apple, Apple Smartphone Product Online Customer Review feature accessed 3 February 202




DOI: https://doi.org/10.32535/jicp.v6i6.2719

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Nina Mardati Lusian, Sri Harjanti

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI:Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED:

 

In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.