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All Journal Journal of Innovation in Business and Economics
Togar Mulias Sirait, Ronnie
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Economics, Econometrics & Finance

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How does brand image moderate the factors influencing purchase intention? Ginting, Maretta; Togar Mulias Sirait, Ronnie; Suryani, Wan
Journal of Innovation in Business and Economics Vol. 9 No. 01 (2025): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v9i01.38656

Abstract

This study examines the moderating role of brand image in the relationship between influencers, loyalty, price, and influencer marketing on purchasing decisions. Using a survey of 103 online shoppers and the robust least squares model, the findings indicate that brand image, price, and consumer reviews generally have a positive impact on purchasing decisions, while influencer marketing and loyalty are not significant factors. Furthermore, brand image negatively moderates the effects of price and consumer reviews. This suggests that although lower prices encourage purchases, a strong brand image can reduce consumers' price sensitivity. Similarly, consumers may rely more on brand image than on consumer reviews when forming purchase intentions. These findings highlight the critical role of brand image in purchasing decisions, as it can make products less sensitive to both price and negative consumer reviews.
Co-Authors Ginting, Maretta Wan Suryani