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All Journal International Journal of Evaluation and Research in Education (IJERE) Journal of Educational, Health and Community Psychology Gadjah Mada International Journal of Business Jurnal Ekonomi Perusahaan ASEAN Marketing Journal Journal of International Conference Proceedings Journal of Business Studies and Management Review
Bilson Simamora
Kwik Kian Gie School Of Business And Information Technology
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : Journal of International Conference Proceedings

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The Mediating Effect of Brand Image on the Influence of Electronic Word of Mouth Towards Purchase Intention for Somethinc Products (Case Study on Followers of the @somethincofficial TikTok Account) Fellysia Fellysia; Bilson Simamora
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2249

Abstract

Social media is an appropriate platform for conveying electronic word of mouth related to products, services, and brands to other users. One of the social media that can generate electronic word of mouth is TikTok. Conceptually, experts say electronic word-of-mouth (e-WOM) communication can influence a company's brand image and consumer purchase intentions. However, e-WOM research via Tiktok is still limited in Indonesia. Therefore, to conduct such research, the researchers judgementally recruited 183 respondents as the sample. Using Structural Equation Modeling (SEM) with WarpPLS version 8.0 for data analysis, the researchers found that electronic word of mouth positively affects brand image. Furthermore, electronic word of mouth has a positive and significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention. Moreover, brand image mediates the effect of electronic word of mouth on purchase intention. Future researchers are suggested to use other social media such as Instagram, Facebook, and Twitter.
The Mediating Role of Brand Trust on the Effect of Customer Experience and Engagement on Brand Loyalty: A Lesson From Bukalapak Natalia Rebecca Audrey Wijaya; Bilson Simamora
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2250

Abstract

Intense competition among marketplaces in Indonesia caused Bukalapak traffic to decline significantly from 2019 to 2022 amid the growing number of @bukalapak Instagram followers. The authors believe that this decline is related to brand loyalty. Academic works stated that customer experience and engagement influence brand loyalty. However, brand trust mediation on that influence has not been thoroughly investigated. Therefore, this study aims to identify how brand trust mediates the effect of customer experience and engagement on Bukalapak brand loyalty. To satisfy that aim, the researchers judgmentally recruited 210 followers of  @bukalapak Instagram account as the sample. Using Structural Equation Modeling (SEM) with WarpPLS version 8.0 for data analysis, the research found that customer experience and engagement positively influence brand trust. Subsequently, customer experience, customer engagement, and brand trust positively impact brand loyalty. Mediation analysis shows that brand trust mediates customer experience and customer engagement effect on brand loyalty. However, in this research, the researchers has not considered to used other social media besides Instagram. Future research can make the same study in different social media, such as Facebook or Twitter.
Co-Authors Elisabeth Vita Mutiarawati Fellysia Fellysia Natalia Rebecca Audrey Wijaya