The CRM and product attribute toward purchase intention: the mediating role of brand image in Indonesia
##plugins.themes.academic_pro.article.sidebar##
Published
Dec 30, 2023
Download
Statistic
Downloads
Download data is not yet available.
##plugins.themes.academic_pro.article.main##
Abstract
The rapid development of consumer's top choice by highlighting the value over. Through Customer Relationship Management (CRM), product attributes, and brand image, companies could provide impressions and values that distinguish them from competitors, all of which play an essential role in influencing consumer purchases. The study indicates the impact of customer relationship management and product attributes on consumer purchasing interests through brand image. The research employed a purposive sampling technique to select 150 respondents for the sample. Metode pengumpulan data melalui pemanfaatan kuesioner Google Forms. Data analysis using SmartPLS SEM Software (Structural Equation Model). The study's found that purchase intention is significantly influenced by CRM. On the other hand, Purchase intention is highly influenced by brand images, CRM, and product attribute through brand image; product characteristics have no discernible effect on purchase intention. This research suggests that CRM development, product attributes, and brand image are crucial to boosting consumer purchasing interests and making companies the top choice in today's digital age.
##plugins.themes.academic_pro.article.details##
How to Cite
Azzam, F. R., & Mangruwa, R. (2023). The CRM and product attribute toward purchase intention: the mediating role of brand image in Indonesia. Enrichment : Journal of Management, 13(5), 3468-3477. https://doi.org/10.35335/enrichment.v13i5.1811
References
Ahmad, M., Tumbel, T. M., & Kalangi, J. A. F. (2020). PENGARUH CITRA MEREK TERHADAP MINAT BELI PRODUK ORIFLAME DI KOTA MANADO. July, 9.
Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, H. (2021). Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertisi. Enrichment: Journal of Management, 12(1), 426–441.
Aziz, M. L., & Sulistiono, S. (2020). Pengaruh Sikap Konsumen, Periklanan, dan Brand Image Terhadap Minat Beli Konsumen The Jungleland Adventure Theme Park. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), 43–52. https://doi.org/10.37641/jipkes.v1i1.326
Bellman, S., Rask, A., & Varan, D. (2019). How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption. Journal of Marketing Communications, 25(7). https://doi.org/10.1080/13527266.2017.1381860
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Emaluta, F. H. K., Isnalita, I., & Soewarno, N. (2019). The Effect of Customer Relationship Management (CRM) To Customers’ Loyalty and Customers’ Satisfaction as Mediator Variables. Jurnal AKSI (Akuntansi Dan Sistem Informasi), 4(2), 59–63. https://doi.org/10.32486/aksi.v4i2.352
Fauzia, L. N., Trianasari, N., Studi, P., Bisnis, M., Ekonomi, F., & Telkom, U. (2023). Keywords : Ove rall se rvice quality , Custome r satisfaction , Custome r re te ntion.
Firmansyah, M. A. (2019). PEMASARAN (Dasar dan Konsep). June.
Frandi, T., Sander, O. A., Soesilo, F., Riza, F., Lia, L., & Sidarta, E. (2023). the Impact of Social Media Marketing on Purchase Intention. Journal of Application on Economics and Business (IJAEB), 1(3). https://doi.org/10.24912/ijaeb.v1i3.1590-1602
Hadi, P., Tri, R., & Fatma, A. F. (2022). Pertumbuhan dan Hasil Tanaman Kailan ( Brassica oleraceae var acephala) pada Konsentrasi PGPR dan Media Tanaman Sebagai Pemberdayaan Petani. J. Viabel Pertanian, 16(1), 60–73.
Hair, J F, Hair, J. F., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. Routledge, Taylor \& Francis Group. https://books.google.co.id/books?id=RLOpxgEACAAJ
Hair, Joseph F, Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Springer Berlin Heidelberg. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hidayat, A. T., Elita, M. F., & Setiaman, A. (2014). Hubungan antara atribut produk dengan minat beli konsumen. Jurnal Mahasiswa Universitas Padjadjaran, 1(1), 1–14. http://journals.unpad.ac.id
Hidayat, Elita, M., & Setiaman. (2012). Hubungan Antara Atribut Produk Dengan Minat Beli Konsumen. Unpad, 1(1), 1–14. http://journals.unpad.ac.id
Kristianti, M. M., Erwita, M. A., & Kurniawan, H. (2023). PENGARUH DIGITAL MARKETING DAN E-SERVICE QUALITY TERHADAP PURCHASE INTENTION MELALUI CUSTOMER RELATIONSHIP MANAGEMENT BLIBLI DI SURABAYA (p. 14).
Laditri, Hardiyanah, T., Hidayati, R., & Nasution, A. H. (2023). Pengaruh Content Marketing , Sales Promotion , Personal Selling. 1(2), 75–92.
Nimas Bidari, L., Kurniawan, I., & PGRI Dewantara, S. (2023). Enrichment: Journal of Management The influence of brand ambassador and brand image on skincare products on purchase interest. Enrichment: Journal of Management, 13(2).
Ningsih, N. wachyu, Suharyono, & Edy Yulianto. (2016). Pengaruh CRM Terhadap Kepuasan dan Loyalitas Pelanggan (Survey pada Pelanggan PT Astra Internasional, TbkTSOAUTO2000 Cabang Denpasar). Jurnal Administrasi Bisnis30(1):171-177., 30(1), 171–177.
Notonagoro, D., & Bernarto, I. (2021). Enrichment: Journal of Management Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Rumah.com: The Impact of Convenience, Brand Image, and Trust Towards Purchase Inten. Enrichment: Journal of Management, 12(1), 178–184. www.enrichment.iocspublisher.org
Oscar, B., & Megantara, H. C. (2020). Pengaruh Atribut Produk terhadap Keputusan Pembelian Produk Muslim Army. Jurnal Bisnis Dan Pemasaran, 10(1), 1–12. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/717
Pali, C. E. A. (2023). Strategi bisnis shopee dalam menguasai pasar e-commerce di indonesia. 11(1), 175–185.
Purba, C. N. (2020). Pengaruh Customer Experience Terhadap Minat Beli Ulang Pada Aplikasi KAI Accsess. https://api.semanticscholar.org/CorpusID:229069320
Rosyidah, C. (2022). Pemanfaatan informasi serta strategi experiental marketing e-commerce Shopee di kalangan mahasiswa ilmu komunikasi UIN Sunan Ampel Surabaya. http://digilib.uinsby.ac.id/id/eprint/52244%0Ahttp://digilib.uinsby.ac.id/52244/2/Cholifatul Rosyidah_B95218103.pdf
Santika, R. (2022). DEFINITION, ADVANTAGES, DIFFERENCES AND EXAMPLES E-COMMERCE BUSINESS OF SHOPEE. Binus.Ac.Id. https://doi.org/https://sis.binus.ac.id/2022/03/04/definition-advantages-differences-and-examples-e-commerce-business-of-shopee/
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Sekaran, U., & Bougie, R. (2017a). Metode Penelitian Bisnis, Edisi 6 Buku 1. In Jakarta: Salemba Empat.
Sekaran, U., & Bougie, R. (2017b). Metode Penelitian Bisnis Edisi 6 Buku 2. In Jakarta: Salemba Empat.
Shopee. (2023). Crocs Official Store. https://shopee.co.id/crocs.officialstore
Tangka, G., Tawas, H., Dotulong, L., Christine Tangka, G., Tawas, H. N., Dotulong, L. O., & Ekonomi dan Bisnis Jurusan Manajemen, F. (2022). Pengaruh Iklan dan Citra Merek terhadap Minat Beli dan Keputusan Pembelian Sepatu Merek Ventela (Ventela Shoes) Studi Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomu UNSRAT Angkatan 2018. Jurnal Emba, 10(1), 383–392.
Tanuwijaya, C. K., & Ellitan, L. (2023). The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as A Variable in Purchase Decision on Sociolla Consumers. October. https://doi.org/10.24123/jeb.v4i3.5764
Tanzaretha, C., & Rodhiah, R. (2021). Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal), 2396–2405. https://doi.org/10.33258/birci.v5i1.3841
Yolanda Putra, R., Maminiaina Heritiana Sedera, R., Ahmad Ali, M., & Junaid Iqbal, M. (2023). The Role of Product Attributes to Consumer Purchase Intentions in The Coffeeshop. International Journal of Economics and Business Issues, 2(1), 09–19. https://doi.org/10.59092/ijebi.vol2.iss1.22
Yunus, M., Saputra, J., & Muhammad, Z. (2022). Digital marketing, online trust and online purchase intention of e-commerce customers: Mediating the role of customer relationship management. International Journal of Data and Network Science, 6(3), 935–944. https://doi.org/10.5267/j.ijdns.2022.2.003
Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, H. (2021). Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertisi. Enrichment: Journal of Management, 12(1), 426–441.
Aziz, M. L., & Sulistiono, S. (2020). Pengaruh Sikap Konsumen, Periklanan, dan Brand Image Terhadap Minat Beli Konsumen The Jungleland Adventure Theme Park. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), 43–52. https://doi.org/10.37641/jipkes.v1i1.326
Bellman, S., Rask, A., & Varan, D. (2019). How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption. Journal of Marketing Communications, 25(7). https://doi.org/10.1080/13527266.2017.1381860
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Emaluta, F. H. K., Isnalita, I., & Soewarno, N. (2019). The Effect of Customer Relationship Management (CRM) To Customers’ Loyalty and Customers’ Satisfaction as Mediator Variables. Jurnal AKSI (Akuntansi Dan Sistem Informasi), 4(2), 59–63. https://doi.org/10.32486/aksi.v4i2.352
Fauzia, L. N., Trianasari, N., Studi, P., Bisnis, M., Ekonomi, F., & Telkom, U. (2023). Keywords : Ove rall se rvice quality , Custome r satisfaction , Custome r re te ntion.
Firmansyah, M. A. (2019). PEMASARAN (Dasar dan Konsep). June.
Frandi, T., Sander, O. A., Soesilo, F., Riza, F., Lia, L., & Sidarta, E. (2023). the Impact of Social Media Marketing on Purchase Intention. Journal of Application on Economics and Business (IJAEB), 1(3). https://doi.org/10.24912/ijaeb.v1i3.1590-1602
Hadi, P., Tri, R., & Fatma, A. F. (2022). Pertumbuhan dan Hasil Tanaman Kailan ( Brassica oleraceae var acephala) pada Konsentrasi PGPR dan Media Tanaman Sebagai Pemberdayaan Petani. J. Viabel Pertanian, 16(1), 60–73.
Hair, J F, Hair, J. F., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. Routledge, Taylor \& Francis Group. https://books.google.co.id/books?id=RLOpxgEACAAJ
Hair, Joseph F, Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Springer Berlin Heidelberg. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hidayat, A. T., Elita, M. F., & Setiaman, A. (2014). Hubungan antara atribut produk dengan minat beli konsumen. Jurnal Mahasiswa Universitas Padjadjaran, 1(1), 1–14. http://journals.unpad.ac.id
Hidayat, Elita, M., & Setiaman. (2012). Hubungan Antara Atribut Produk Dengan Minat Beli Konsumen. Unpad, 1(1), 1–14. http://journals.unpad.ac.id
Kristianti, M. M., Erwita, M. A., & Kurniawan, H. (2023). PENGARUH DIGITAL MARKETING DAN E-SERVICE QUALITY TERHADAP PURCHASE INTENTION MELALUI CUSTOMER RELATIONSHIP MANAGEMENT BLIBLI DI SURABAYA (p. 14).
Laditri, Hardiyanah, T., Hidayati, R., & Nasution, A. H. (2023). Pengaruh Content Marketing , Sales Promotion , Personal Selling. 1(2), 75–92.
Nimas Bidari, L., Kurniawan, I., & PGRI Dewantara, S. (2023). Enrichment: Journal of Management The influence of brand ambassador and brand image on skincare products on purchase interest. Enrichment: Journal of Management, 13(2).
Ningsih, N. wachyu, Suharyono, & Edy Yulianto. (2016). Pengaruh CRM Terhadap Kepuasan dan Loyalitas Pelanggan (Survey pada Pelanggan PT Astra Internasional, TbkTSOAUTO2000 Cabang Denpasar). Jurnal Administrasi Bisnis30(1):171-177., 30(1), 171–177.
Notonagoro, D., & Bernarto, I. (2021). Enrichment: Journal of Management Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Rumah.com: The Impact of Convenience, Brand Image, and Trust Towards Purchase Inten. Enrichment: Journal of Management, 12(1), 178–184. www.enrichment.iocspublisher.org
Oscar, B., & Megantara, H. C. (2020). Pengaruh Atribut Produk terhadap Keputusan Pembelian Produk Muslim Army. Jurnal Bisnis Dan Pemasaran, 10(1), 1–12. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/717
Pali, C. E. A. (2023). Strategi bisnis shopee dalam menguasai pasar e-commerce di indonesia. 11(1), 175–185.
Purba, C. N. (2020). Pengaruh Customer Experience Terhadap Minat Beli Ulang Pada Aplikasi KAI Accsess. https://api.semanticscholar.org/CorpusID:229069320
Rosyidah, C. (2022). Pemanfaatan informasi serta strategi experiental marketing e-commerce Shopee di kalangan mahasiswa ilmu komunikasi UIN Sunan Ampel Surabaya. http://digilib.uinsby.ac.id/id/eprint/52244%0Ahttp://digilib.uinsby.ac.id/52244/2/Cholifatul Rosyidah_B95218103.pdf
Santika, R. (2022). DEFINITION, ADVANTAGES, DIFFERENCES AND EXAMPLES E-COMMERCE BUSINESS OF SHOPEE. Binus.Ac.Id. https://doi.org/https://sis.binus.ac.id/2022/03/04/definition-advantages-differences-and-examples-e-commerce-business-of-shopee/
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Sekaran, U., & Bougie, R. (2017a). Metode Penelitian Bisnis, Edisi 6 Buku 1. In Jakarta: Salemba Empat.
Sekaran, U., & Bougie, R. (2017b). Metode Penelitian Bisnis Edisi 6 Buku 2. In Jakarta: Salemba Empat.
Shopee. (2023). Crocs Official Store. https://shopee.co.id/crocs.officialstore
Tangka, G., Tawas, H., Dotulong, L., Christine Tangka, G., Tawas, H. N., Dotulong, L. O., & Ekonomi dan Bisnis Jurusan Manajemen, F. (2022). Pengaruh Iklan dan Citra Merek terhadap Minat Beli dan Keputusan Pembelian Sepatu Merek Ventela (Ventela Shoes) Studi Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomu UNSRAT Angkatan 2018. Jurnal Emba, 10(1), 383–392.
Tanuwijaya, C. K., & Ellitan, L. (2023). The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as A Variable in Purchase Decision on Sociolla Consumers. October. https://doi.org/10.24123/jeb.v4i3.5764
Tanzaretha, C., & Rodhiah, R. (2021). Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal), 2396–2405. https://doi.org/10.33258/birci.v5i1.3841
Yolanda Putra, R., Maminiaina Heritiana Sedera, R., Ahmad Ali, M., & Junaid Iqbal, M. (2023). The Role of Product Attributes to Consumer Purchase Intentions in The Coffeeshop. International Journal of Economics and Business Issues, 2(1), 09–19. https://doi.org/10.59092/ijebi.vol2.iss1.22
Yunus, M., Saputra, J., & Muhammad, Z. (2022). Digital marketing, online trust and online purchase intention of e-commerce customers: Mediating the role of customer relationship management. International Journal of Data and Network Science, 6(3), 935–944. https://doi.org/10.5267/j.ijdns.2022.2.003