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All Journal Enrichment : Journal of Management
pasaribu, lamhot
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Economics, Econometrics & Finance

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The impact perceived quality, advertising effectiveness, social media presence and brand image on purchase intention telkomsel provider Tarta, Eras; Pasaribu, Lamhot
Enrichment : Journal of Management Vol. 14 No. 4 (2024): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i4.2042

Abstract

The mobile operator card industry is an integral part of the telecommunications sector that plays an important role in providing communication services to consumers at large. Mobile carrier cards provide necessary access to phones, text messaging, and mobile internet, facilitating vital connectivity for individuals and businesses around the world. This research aims to test previous research, namely analysis of the influence of perceived quality, advertising effectiveness, and social media presence on purchase intention through brand image as a mediating variable. This research uses PT Telekomunikasi Selular (Telkomsel), which is one of the companies in the cellular operator industry in Indonesia, as the focus of the research. Respondents for this study were obtained usingwith a convenience sampling technique, namely a sampling technique that uses respondents to redistribute existing questionnaires. The respondents collected in this research were 170 respondents. The collected data was analyzed using the Structural Equation Model (SEM) method based on Partial Least Square (PLS). The research results show that advertising effectiveness and social media presence do not directly influence purchase intention, but must go through brand image as a mediating variable. However, perceived quality has a positive influence on purchase intention and this influence becomes stronger when mediated by brand image.
The influence of price, product quality, product review on purchase intention framelessplate Kautsar, Mohamad; Pasaribu, Lamhot
Enrichment : Journal of Management Vol. 14 No. 5 (2024): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i5.2136

Abstract

The goal of this research is to evaluate the effect of price, quality, and reviews of products on purchase intention of Jabodetabek, Indonesia’s Framelessplate consumers in the automotive accessories market. Data were collected from a sample of 99 respondents through a questionnaire which was developed digitally and analyzed by Partial Least Squares (PLS). The results show that both product quality and product reviews are important factors when consumers make purchasing decisions, as these factors have a strong and positive influence on their purchase intentions. On the other hand, it was also found that price does not have a significant effect on purchase intention, meaning it might be positively affected with other factors. This study enhances understanding of consumer behavior with regards to e-business with specific emphasis on the qualitative aspects of the study, reviews & product quality which are key purchase determinants in the automotive accessories environment.
Co-Authors Kautsar, Mohamad Tarta, Eras