The Effect of Brand Image and Electronic Word of Mouth on Xiaomi Smartphone Purchasing Decisions


Victor Ernest Huwae(1*), Walter Tabelessy(2), Etvin Rizal Tamher(3), Erlinda Tehuayo(4), Novalien Carolina Lewaherilla(5)

(1) Department of Management, Faculty of Economics and Business, Pattimura University, Indonesia
(2) Department of Management, Faculty of Economics and Business, Pattimura University, Indonesia
(3) Department of Management, Faculty of Economics and Business, Pattimura University, Indonesia
(4) Department of Management, Faculty of Economics and Business, Pattimura University, Indonesia
(5) Department of Management, Faculty of Economics and Business, Pattimura University, Indonesia
(*) Corresponding Author

Abstract


Brand image and electronic word of mouth still have limitations, so an analysis of brand trust was carried out to mediate the influence of brand image and E-WoM on purchasing decisions. Brand trust can mediate the relationship between brand image and E-WoM on purchasing decisions. This research aimed to determine the influence of brand image and electronic word of mouth on purchasing decisions through brand trust as a mediating variable. This type of research is quantitative research. This research's data type is quantitative, and the data source used primary data. The population in this study were all Pattimura University students and the number of samples was 104. The sampling method used was non-probability sampling using the purposive sampling technique. The data analysis method uses Partial Least Square (PLS), and the data was processed using SmartPLS software version 3.3.3. This research shows that Brand Image influences Purchasing Decisions through Brand Trust with a path coefficient value of 0.185, T-statistics of 3.178 and P-values of 0.002. It means that the Brand Image variable has an indirect positive and significant influence on the Purchase Decision variable through the Brand Trust variable because it has path coefficient values in the range of 0 to 1 and has T-statistic values > 1.96 and P-values < 0.05. Electronic word of mouth influences purchasing decisions through brand trust with a path coefficient value of 0.240, T-statistics of 2.368 and P-values of 0.018. It means that the electronic word-of-mouth variable has a positive and significant indirect influence on the Purchasing Decision variable through the Brand Trust variable because it has a path coefficient value in the range of 0 to 1 and a T-statistic value > 1.96 and also P-values < 0, 05.

Keywords


Brand Trust, Brand Image, Electronic Word of Mouth, Purchase Decisions

Full Text:

PDF

References


Aeni, N., & Ekhsan, M. (2020). Pengaruh brand image terhadap keputusan pembelian yang di mediasi brand trust [The effect of brand image on purchasing decisions mediated by brand trust]. Jesya (Journal of Sharia Economics & Economics), 4(1), 377-386. https://doi.org/10.36778/jesya.v4i1.331

Amin, A. M., & Yanti, F. (2021). Motivation for the decision to purchase Korean skincare products Nature Republic motivation purchasing decisions for Korean skincare products Nature Republic. INVEST: Journal of Business and Accounting Innovation, 2(1), 1-14.

Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of brand trust on brand loyalty: the mediating role of brand effect. MEA Scientific Journal (Management et al.), 6(1), 803-828.

Busch, P. A., & McCarthy, S. (2021). Antecedents and consequences of problematic smartphone use: A systematic literature review of an emerging research area. Computers in Human Behavior, 114, 1–47. https://doi.org/10.1016/j.chb.2020.106414

Byun, K. J., Park, J., Yoo, S., & Cho, M. (2023). Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions? Journal of Retailing and Consumer Services, 74, 1-9. https://doi.org/10.1016/j.jretconser.2023.103411

Cai, R., & Chi, C. G. Q. (2018). The impacts of complaint efforts on customer satisfaction and loyalty. Service Industries Journal, 38(15-16), 1095-1115. https://doi.org/10.1080/02642069.2018.1429415

Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206

Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). trust and loyalty in building the brand relationship with the customer: empirical analysis in a retail chain in Northern Brazil. Journal of Open Innovation: Technology, Markets, and Complexity, 8(3), 1–15. https://doi.org/10.3390/joitmc8030109

Cha, S. S., & Seo, B. K. (2018). Smartphone use and smartphone addiction in middle school students in Korea: Prevalence, social networking service, and game use. Health Psychology Open, 5(1), 1-15. https://doi.org/10.1177/2055102918755046

Chan, H., & Yang, M. X. (2021). Culture and electronic word of mouth: A synthesis of findings and an agenda for research culture and electronic word of mouth: a synthesis of findings. Journal of Global Marketing, 0(0), 1-5. https://doi.org/10.1080/08911762.2021.1903642

CHONG, G. P. L. (2023). Xiaomi and the promises of the good life? security and risk issues in making the Smart Home in China. Science, Technology & Society, 1, 108-127. https://doi.org/10.1177/09717218221075128

Citra, T., & Santoso, S. B. (2016). Analisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian cetakan continuous form melalui kepercayaan merek (Studi pada Percetakan Jadi Jaya Group, Semarang) [Analysis of the effect of product quality and brand image on purchasing decisions for continuous form molds through brand trust (Study on Printing So Jaya Group, Semarang)]. Journal of Organizational Management Studies, 13(1), 67. https://doi.org/10.14710/jsmo.v13i1.13414

Dewi, N. S., & Sudiksa, I. B. (2019). Peran kepercayaan merek memediasi electronic word of mouth terhadap keputusan pembelian [The role of brand trust mediates electronic word of mouth on purchasing decisions]. E-Journal of Management, Udayana University, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18

Deheshti, M., Firouzjah, J. A., & Alimohammadi, H. (2016). The relationship between brand image and brand trust in sporting goods consumers. Annals of Applied Sport Science, 4(3), 27-34. https://doi.org/10.18869/acadpub.aassjournal.4.3.27

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J.,

Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, pp. 59, 1–37. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Fischer-Grote, L., Kothgassner, O. D., & Felnhofer, A. (2021). The impact of problematic smartphone use on children's and adolescents' quality of life: A systematic review. Acta Paediatrica, International Journal of Paediatrics, 110(5), 1417-1424. https://doi.org/10.1111/apa.15714

Frydenlund, G., Guldager, J. D., Frederiksen, K. O., & Egebæk, H. K. (2023). Do young people perceive their smartphone addiction as problematic? A study in Danish university college students. Heliyon, 9(10), 1-10. https://doi.org/10.1016/j.heliyon.2023.e20368

Fryman, S., & Romine, W. (2021). Measuring smartphone dependency and exploration of consequences and comorbidities. Computers in Human Behavior Reports, pp. 4, 1–17. https://doi.org/10.1016/j.chbr.2021.100108

Haikal, R., Handayani, S. D., & Nuryakin. (2018). The influence of electronic word of mouth on brand image and trust and its impact on purchase intention (Empirical Study on Mi Fans Yogyakarta Community). Journal of Business Theory and Implementation, 4, 1-18. http://repository.umy.ac.id/bitstream/handle/123456789/22421/NASPUB (ENG).pdf?isAllowed=y&sequence=11

Hanafi, E., Siste, K., Wiguna, T., Kusumadewi, I., & Nasrun, M. W. (2019). Temperament profile and its association with the vulnerability to smartphone addiction of medical students in Indonesia. PLoS ONE, 14(7), 1-12. https://doi.org/10.1371/journal.pone.0212244

Hanaysha, J. R. (2022). Data Insights Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Hossain, I., Haque, A. K. M. M., & Ullah, S. M. A. (2023). Role of Government Institutions in Promoting Sustainable Development in Bangladesh: An Environmental Governance Perspective. Journal of Current Social and Political Issues, 1(2), 42–53.

Huang, L. (2019). The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. Journal of Marketing Analytics, pp. 7, 64–75. https://doi.org/10.1057/s41270-019-00053-8

Huo, C., Hameed, J., Zhang, M., Bin Mohd Ali, A. F., & Amri Nik Hashim, N. A. (2022). Modelling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty. Economic Research-Ekonomska Istrazivanja, 35(1), 4710-4739. https://doi.org/10.1080/1331677X.2021.2016465

Hutter, K., Hautz, J., Dennhardt, S., Füller, J., & Fu, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299

Indrawati, Putri Y., P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of something products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007

Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on buying intention: a meta-analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y

Kaur, H., & Kaur, K. (2019). Connecting the dots between brand logo and brand image. Asia-Pacific Journal of Business Administration, 11(1), 68-87. https://doi.org/10.1108/APJBA-06-2018-0101

Kim, E., Sung, Y., & Kang, H. (2014). Computers in human behavior brand followers' retweeting behaviour on twitter: how brand relationships influence electronic word-of-mouth. Computers In Human Behavior, 37, 18-25. https://doi.org/10.1016/j.chb.2014.04.020

Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21. https://doi.org/10.14254/2071-8330.2019/12-3/1

Kwon, Y. S., & Paek, K. S. (2016). The influence of smartphone addiction on depression and communication competence among college students. Indian Journal of Science and Technology, 9(41), 1-8. https://doi.org/10.17485/ijst/2016/v9i41/103844

Liu, H., Jayawardhena, C., Osburg, V., & Yoganathan, V. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, pp. 132, 208–220. https://doi.org/10.1016/j.jbusres.2021.04.030

Lopez-Fernandez, O. (2017). Short version of the Smartphone Addiction Scale adapted to Spanish and French: Towards a cross-cultural research in problematic mobile phone use. Addictive Behaviors, 64, 275-280. https://doi.org/10.1016/j.addbeh.2015.11.013

Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Journal of Management, 50, 71-82.

Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphones. Sustainability (Switzerland), 12(8), 1-22. https://doi.org/10.3390/SU12083391

Marpaung, D., Tinggi, S., Ekonomi, I., & Asahan, M. (2023). Xiaomi's brand image analysis of consumer purchasing. Journal of Economics, 12(03), 1131-1139.

Memon, M. A., Ting, H., & Hwa, C. J. (2020). Sample size for survey research: review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1-21. https://doi.org/10.47263/JASEM.4(2)01

Merina, E. (2021). Pengaruh harga dan citra merek terhadap keputusan pembelian smartphone xiaomi di toko apollo plaza marina surabaya [The effect of price and brand image on purchasing decisions for xiaomi smartphones at the apollo plaza marina Surabaya store]. Journal of Commerce Education (JPTN), 9 (3), 1342-1348.

Miklošík, A. (2015). Changes in purchasing decision-making process of consumers in the digital era. European Journal of Science and Theology, 11(6), 167-176.

Mokhtarinia, H. R., Torkamani, M. H., Farmani, O., Biglarian, A., & Gabel, C. P. (2022). Smartphone addiction in children: patterns of use and musculoskeletal discomfort during the COVID-19 pandemic in Iran. BMC Pediatrics, 22(1), 4-11. https://doi.org/10.1186/s12887-022-03748-7

Nguyen, T. T., & Phan, H. T. T. (2022). Impact of COVID-19 anxiety on functional foods consuming intention: the role of electronic word of mouth. Heliyon, 8(11), 1-9. https://doi.org/10.1016/j.heliyon.2022.e11344

Oliveira, M., Sousa, M., Silva, R., & Santos, T. (2021). Strategy and human resources management in non-profit organizations: Its interaction with open innovation. Journal of Open Innovation: Technology, Markets, and Complexity, 7(1), 1-20. https://doi.org/10.3390/joitmc7010075

Pelupessy, M. M., Tahaparry, G. H., Management, J., Economics, F., & Pattimura, U. (2022). The influence of brand identity, perceived product quality and brand. Tambusa Education Journal, 6(2), 11317-11324.

Radtke, T., Apel, T., Schenkel, K., Keller, J., & von Lindern, E. (2022). Digital detox: An effective solution in the smartphone era? A systematic literature review. Mobile Media and Communication, 10(2), 190-215. https://doi.org/10.1177/20501579211028647

Rak, A. (2015). Brand and corporate image of a sport organization as a factor of building loyalty on the example of rock climbing in Poland Agnieszka Rak. International Journal of Innovation and Learning, 17(2), 29-31.

Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities: Do gender differences matter? Journal of Global Marketing, 30(3), 147-160. https://doi.org/10.1080/08911762.2017.1306899

Robustelli, U., Baiocchi, V., & Pugliano, G. (2019). Assessment of dual frequency GNSS observations from a Xiaomi Mi 8 android smartphone and positioning performance analysis. Electronics (Switzerland), 8(1), 1-16. https://doi.org/10.3390/electronics8010091

Salem, M. Z., & Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers' purchase decision in Spain. Management Decision, 58(8), 1748-1768. https://doi.org/10.1108/MD-04-2017-0363

Sari, R., Ramdani, E. A., & Mujib, H. (2023). The Influence of Webstore Visual Design and Emotional Value on Muslimah Clothing Online Purchasing Decisions in Gen Z. Journal of Islamic Economics and Business, 3(1), 70–86. https://doi.org/10.15575/jieb.v3i1.20254

Setyani, T. P. H., & Ir. Wasis Gunadi. (2020). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian mobil all new rio kia motors Indonesia (Pada PT. RADITA AUTOPRIMA) [The effect of product quality and brand image on purchasing decisions for all new rio kia motors Indonesia cars (At PT. RADITA AUTOPRIMA)]. Journal of Chemical Information and Modeling, 1(1), 92-102.

Smith, S. W., Hitt, R., Park, H. S., Walther, J., Liang, Y. J., Hsieh, G., Smith, S. W., Hitt, R., Park, H. S., Walther, J., Jake, Y., Smith, S. W., Hitt, R., Park, H. E. S. U. N., Walther, J., Liang, Y. J., & Hsieh, G. (2016). An effort to increase organ donor registration through intergroup competition and electronic word of mouth an effort to increase organ donor registration through intergroup competition and electronic word of mouth. Journal of Health Communication, 0(0), 1-11. https://doi.org/10.1080/10810730.2015.1095815

Song, Y., Li, G., Li, T., & Li, Y. (2021). A purchase decision support model considering consumer personalization about aspirations and risk attitudes. Journal of Retailing and Consumer Services, 63, 1-11. https://doi.org/10.1016/j.jretconser.2021.102728

Tabassum, R., & Ahmed, S. (2020). Xiaomi invades the smartphone market in India. DECISION, 47(2), 215–228. https://doi.org/10.1007/s40622-020-00242-w

Talal, M., Zaidan, A. A., Zaidan, B. B., Albahri, O. S., Alsalem, M. A., Albahri, A. S., Alamoodi, A. H., Kiah, M. L. M., Jumaah, F. M., & Alaa, M. (2019). Comprehensive review and analysis of anti-malware apps for smartphones. In Telecommunication Systems (Vol. 72, Issue 2). Springer US. https://doi.org/10.1007/s11235-019-00575-7

Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: the mediating role of brand image and brand trust. Sustainability (Switzerland), 14(10), 1-15. https://doi.org/10.3390/su14105939

Tham, A., Croy, G., & Mair, J. (2013). Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions. Journal of Travel and Tourism Marketing, 30(1-2), 144-155. https://doi.org/10.1080/10548408.2013.751272

Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249. https://doi.org/10.1016/j.apmrv.2018.06.003

van Velthoven, M. H., Powell, J., & Powell, G. (2018). Problematic smartphone use: Digital approaches to an emerging public health problem. Digital Health, 4, 1-9. https://doi.org/10.1177/2055207618759167

Viorentina, D., & Santoso, S. (2023). Influence of brand image, product quality, and lifestyle on smartphone purchase decision in Indonesia. Expert Journal of Marketing, 11(1), 25-33. http://marketing.expertjournals.com

Wijaya, T., & Paramita, E. L. (2014). The Effect of Electronic Word of Mouth (E-WoM) on DSLR Camera Purchasing Decisions. National Seminar and Call for Paper, 978-602-70429-1-9, 12-19.

Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: the mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 1-10. https://doi.org/10.1155/2022/6392172

Wu, S., Wang, P., Li, X., & Zhang, Y. (2016). Effective detection of android malware based on the usage of data flow APIs and machine learning. Information and Software Technology, 75, 17-25. https://doi.org/10.1016/j.infsof.2016.03.004

Yamamoto, M., Kushin, M. J., & Dalisay, F. (2018). How informed are messaging app users about politics? A linkage of messaging app use and political knowledge and participation. Telematics and Informatics, 35(8), 2376-2386. https://doi.org/10.1016/j.tele.2018.10.008

Yollanda Ayu Saputri, & Supriyono. (2023). The Effect of Product Quality and Brand Image on Xiaomi Smartphone Purchase Decisions. Indonesian Journal of Business Analytics, 3(3), 715-728. https://doi.org/10.55927/ijba.v3i3.4837

Zhang, H., & Choi, Y. K. (2017). Preannouncement messages: impetus for electronic word-of-mouth. International Journal of Advertising, 0(0), 1-17. https://doi.org/10.1080/02650487.2017.1391679

Zhou, D., Feng, Z., & Jiang, J. (2022). Research on the growth development of xiaomi company. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021), 203, 2951-2956. https://doi.org/10.2991/assehr.k.211209.4799




DOI: https://doi.org/10.15575/ks.v5i4.32381

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Victor Ernest Huwae et.al

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

UIN Sunan Gunung Djati

Kota Bandung, Jawa Barat
Handphone: +6285961137790

E-mail: KSosial@uinsgd.ac.id

Lisensi Creative Commons

Khazanah Sosial  are licensed under Attribution-ShareAlike 4.0 International

Click Her For See Stats