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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) International Journal of Economics, Accounting, and Management
Dewi Surya Wuisan
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Economics, Econometrics & Finance Social Sciences

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Factors Influencing Purchase Intention with Brand Image Moderation on Hotto Purto in Surabaya Stefanny Widjaja; Dewi Surya Wuisan
International Journal of Economics Accounting and Management Vol. 1 No. 6 (2025): IJEAM - March 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i6.1145

Abstract

This study aims to analyze the factors that influence purchase intention on Hotto Purto products in Surabaya with Brand Image as a moderating variable. The factors analyzed are Electronic Word of Mouth (eWOM), Perceived Quality, and Consumer Confidence. The role of Brand Image is tested in strengthening the influence of these three factors on consumer purchase intention. The method used in this study is a quantitative approach with data collection through questionnaires distributed to Hotto Purto consumers in Surabaya. The collected data were then analyzed using regression analysis techniques and moderation tests to test the relationship between the variables studied. The results showed that eWOM, Perceived Quality, and Consumer Confidence have a positive and significant influence on Brand Image. In addition, Brand Image acts as a moderating variable that strengthens the influence of these factors on purchase intention. These findings indicate that a positive brand image, formed by information from eWOM, perceived quality, and consumer trust levels, can increase product purchase intention. This study contributes to marketing theory by identifying the important role of Brand Image in strengthening the influence of factors that influence purchase intention
FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION YANG DIMEDIASI ATTITUDE TOWARD ADVERTISEMENT PADA PRODUK SOMETHINC DI MEDIA SOSIAL TIKTOK IGAAN Kresna Parinamidi; Dewi Surya Wuisan
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Tujuan dari penelitian ini adalah untuk meneliti bagaimana pengaruh dari kelima faktor yang meliputi faktor Trustworthiness, Expertise, Attractiveness, Similarity, dan Attitude Toward the Influencer terhadap Attitude Toward Advertisement sebagai mediasi yang kemudian mempengaruhi faktor Purchase Intention pada produk somethinc di media sosial TikTok. Pengujian dilakukan secara kuantitatif dengan data survei yang dimodifikasi dari model penelitian terdahulu. Responden dipilih melalui purposive sampling, dan kuesioner disebarkan secara online. Dari responden yang memenuhi syarat, sebanyak 200 sampel dianalisis dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kelima variabel independen yaitu, Trustworthiness, Expertise, Attractiveness, Similarity, dan Attitude Toward the Influencer memiliki pengaruh yang signifikan dan positif terhadap Attitude Toward Advertisement. Serta, Attitude Toward Advertisement dapat memediasi secara signifikan dan positif pengaruh dari kelima variabel independen tersebut terhadap Purchase Intention. Implikasi manajerial dari penelitian ini dapat dipergunakan sebagai pertimbangan pengembangan produk berdasarkan variabel-variabel yang sudah diteliti oleh penelitian ini.
Co-Authors IGAAN Kresna Parinamidi Stefanny Widjaja