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All Journal JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Indonesian Marketing Journal
Kamal, Kevin
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Economics, Econometrics & Finance Social Sciences

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PENGARUH MODERASI DARI COUNTRY OF ORIGIN DAN PRODUCT TYPE TERHADAP HUBUNGAN ANTARA BRAND EQUITY TERHADAP REPURCHASE INTENTION DAN WORD OF MOUTH DALAM BRAND APPLE IPHONE [EFFECT OF MODERATION OF COUNTRY OF ORIGIN AND PRODUCT TYPE ON THE RELATIONSHIP BETWEEN BRAND EQUITY AND REPURCHASE INTENTION AND WORD OF MOUTH IN BRAND APPLE IPHONE] Kamal, Kevin; Wuisan, Dewi
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4013

Abstract

This study aims to examine whether there is a positive effect of brand equity on repurchase intentions and word of mouth moderated by perceived value and country of origin in the Apple iPhone brand as a product type. The sampling technique used in this study is non-probability sampling, namely purposive sampling in which the respondents are Apple iPhone users in Indonesia. The sample of this study found 260 respondents with data collection methods using electronic questionnaires. Data processing was carried out by statistical analysis, validity, and reliability using the Partial Least Square – Structural Equation Modeling (PLS-SEM) method and processed using SmartPLS 3.0 software. The results showed that the brand equity variable had a positive influence on the variables of repurchase intention and word of mouth promotion. Likewise, the variable type of product and country of origin both have a positive moderating effect on the relationship between brand equity and repurchase intention, and brand equity on word of mouth.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan menguji apakah terdapat pengaruh positif dari brand equity terhadap repurchase intention dan word of mouth yang dimoderasi oleh perceived value dan country of origin dalam brand Apple iPhone sebagai product type. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling, yaitu purposive sampling di mana responden adalah pengguna Apple iPhone yang berada di wilayah Indonesia. Sampel penelitian ini berjumlah 260 responden dengan metode pengumpulan data menggunakan kuesioner elektronik. Pengolahan data dilakukan dengan analisis statistik, validitas, dan reliabilitas yang menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) dan diolah menggunakan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel brand equity memiliki pengaruh positif terhadap variabel repurchase intention dan word of mouth. Begitu juga dengan variabel product type dan country of origin, keduanya memiliki pengaruh moderasi yang positif terhadap hubungan antara brand equity terhadap repurchase intention, serta brand equity terhadap word of mouth.
PENGARUH MODERASI DARI COUNTRY OF ORIGIN DAN PRODUCT TYPE TERHADAP HUBUNGAN ANTARA BRAND EQUITY TERHADAP REPURCHASE INTENTION DAN WORD OF MOUTH DALAM BRAND APPLE IPHONE [EFFECT OF MODERATION OF COUNTRY OF ORIGIN AND PRODUCT TYPE ON THE RELATIONSHIP BETWEEN BRAND EQUITY AND REPURCHASE INTENTION AND WORD OF MOUTH IN BRAND APPLE IPHONE] Kamal, Kevin; Wuisan, Dewi
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4013

Abstract

This study aims to examine whether there is a positive effect of brand equity on repurchase intentions and word of mouth moderated by perceived value and country of origin in the Apple iPhone brand as a product type. The sampling technique used in this study is non-probability sampling, namely purposive sampling in which the respondents are Apple iPhone users in Indonesia. The sample of this study found 260 respondents with data collection methods using electronic questionnaires. Data processing was carried out by statistical analysis, validity, and reliability using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method and processed using SmartPLS 3.0 software. The results showed that the brand equity variable had a positive influence on the variables of repurchase intention and word of mouth promotion. Likewise, the variable type of product and country of origin both have a positive moderating effect on the relationship between brand equity and repurchase intention, and brand equity on word of mouth.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan menguji apakah terdapat pengaruh positif dari brand equity terhadap repurchase intention dan word of mouth yang dimoderasi oleh perceived value dan country of origin dalam brand Apple iPhone sebagai product type. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling, yaitu purposive sampling di mana responden adalah pengguna Apple iPhone yang berada di wilayah Indonesia. Sampel penelitian ini berjumlah 260 responden dengan metode pengumpulan data menggunakan kuesioner elektronik. Pengolahan data dilakukan dengan analisis statistik, validitas, dan reliabilitas yang menggunakan metode Partial Least Square - Structural Equation Modeling (PLS-SEM) dan diolah menggunakan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel brand equity memiliki pengaruh positif terhadap variabel repurchase intention dan word of mouth. Begitu juga dengan variabel product type dan country of origin, keduanya memiliki pengaruh moderasi yang positif terhadap hubungan antara brand equity terhadap repurchase intention, serta brand equity terhadap word of mouth.
Antecedents of Passenger Loyalty in Online Taxi Services: A Case Study of GoCar Services Kamal, Kevin; Sijabat, Rosdiana
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 25 No 2 (2023): April - June, 2023
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jame.2023.25.2.8434

Abstract

This research was conducted to determine the relationship between perceived value (X1), value for money (X2), corporate image (X3), and switching costs (X4) on passenger satisfaction (M) and passenger loyalty (Y) for GoCar customers in Indonesia. This research is a quantitative study using a questionnaire with statement items arranged using a Likert scale (1-5). The sampling technique was carried out using the Lemeshow formula for an unknown population. The data obtained was then processed using the PLS-SEM method with the SmartPLS 3.2.9 application. The results of the study found that perceived quality, value for money, and corporate image in the four-wheeled ride-hailing service industry affect passenger satisfaction which will then generate passenger loyalty. Switching costs were also found to positively affect passenger loyalty. This implies that four-wheeled ride-hailing customers care about quality, price and quality comparison, corporate image, and costs/barriers that arise when they decide to switch from a service.
Co-Authors Rosdiana Sijabat Wuisan, Dewi