Impact of inovation, after sales service, customer relationship management on repurchase intention with corporate brand image as mediation
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Abstract
Advertising industry plays an important role in the development of a company, because through advertising, a company can deliver its message to consumers directly or indirectly. The study aims to test previous research on the influence of innovation, after sales service, and customer relationship management on repurchase intention through corporate brand image as a mediated variable. This research uses PT Prisma Harapan which is one of the advertising companies that many have media outside the digital space as the focus of research. The respondents of this study were obtained using purposive sampling with the sample criteria in this study being companies that had at least collaborated with PT Prisma Harapan in the last 2 years. The respondents collected in this study were 55 respondents. The collected data were analyzed using the PLS-based SEM method. The results of the study showed that innovation does not directly affect repurchase intention, innovation must go through corporate brand image as a mediating variable. However, after sales service, customer relationship management have a positive influence on repurchase intention and this influence become stronger when mediated by corporate brand image
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How to Cite
Purwanti, A. I., & Pasaribu, L. H. (2024). Impact of inovation, after sales service, customer relationship management on repurchase intention with corporate brand image as mediation. Enrichment : Journal of Management, 14(4), 581-589. https://doi.org/10.35335/enrichment.v14i4.2021
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Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5), 81–100. https://doi.org/10.5539/ijms.v6n5p81
Zunaini, R., Rejeki, A., & Fitri Sholichah, I. (2021). the Influence of Brand Image on Repurchase Intention on Cement Products in Store X. Journal Universitas Muhammadiyah Gresik Engineering, Social Science, and Health International Conference (UMGESHIC), 1(2), 192. https://doi.org/10.30587/umgeshic.v1i2.3381
Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157. https://doi.org/10.1177/2278682119850275
Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2023). Online innovation and repurchase intentions in hotels: the mediating effect of customer experience. International Hospitality Review, 37(1), 28–47. https://doi.org/10.1108/ihr-02-2021-0008
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Budiyono, R., & Novandalina, A. (2023). The Role of Brand Image in Mediating the Influence of Digital Marketing and Customer Relationship Marketing on Tourist Decisions. Rokhmad Budiyono & Arini Novandalina2/ Journal of Economic Education, 12(1), 188–197.
Darmawan, D. (2019). the Effect of Corporate Image on Brand Awareness and Brang Attitude. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 8(01), 13–26. https://doi.org/10.35457/translitera.v8i01.595
Devantha, K. K., & Ekawati, N. W. (2021). The Effect of EWOM and Brand Image on Perceived Value, and Its Impact on Repurchase Intention. International Journal of Management and Commerce Innovations, 8(2), 312–321.
Ekeke, J. . N., & Uboegbulam, G. C. (2021). Service innovation and customer satisfaction and customers’ intention in quick service restaurants ( QSRS ): Evidence from Aba , Nigeria. European Scholar Journal (ESJ), 2(2), 99–106.
Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Gil-Gomez, J. A. (2021). Research model for measuring the impact of customer relationship management (CRM) on performance indicators. Economic Research-Ekonomska Istrazivanja , 34(1), 2669–2691. https://doi.org/10.1080/1331677X.2020.1836992
Hair, J. F., M. Hult, G. T., M. Ringle, C., Sarstedt, & Marko. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) [3 ed]. In Angewandte Chemie International Edition, 6(11), 951–952. (Vol. 3, Issue 1).
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. In International Journal of Information Management Data Insights (Vol. 2, Issue 2). https://doi.org/10.1016/j.jjimei.2022.100102
Haris, T. S., & Laena, N. (2023). Pengaruh Kualitas Produk, Promosi Dan Layanan Purnajual Terhadap Citra Merek Handphone Samsung Di 6 (Enam) Gerai/Toko Penjual Handphone Di Kecamatan Unaaha. SATUKATA: Jurnal Sains, Teknik, Dan Studi Kemasyarakatan, 1(2), 71–76.
Hisanuddin, I. I. (2022). Pengaruh Layanan Purna Jual Terhadap Kepuasan Pengguna Motor Honda Matic dan Dampaknya Terhadap Citra Merek Honda di Kota Baubau. Jurnal Akademik Pendidikan Ekonomi, 8(2), 106–110. https://doi.org/10.21787/mp
Huang, J. (2019). Influence of After-sales Service Quality Offered by E-commerce Enterprises on Customer Repurchase Intention. Academic Journal of Business & Management, 1(2), 22–36. https://doi.org/10.25236/AJBM.190118
Javed, M. K., & Wu, M. (2020). Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer. Journal of Retailing and Consumer Services, 54(January), 101942. https://doi.org/10.1016/j.jretconser.2019.101942
Kuncoro, A. (2024). THE IMPACT OF BRAND IMAGE MODIATION ON THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY. Journal of Economics and Public Health, 3(1), 59–74.
Lidiawan, A. R., Darojat, T. A., Djunaedi, & Vitasmoro, P. (2020). The Influence of Customer Relationship Marketing and Corporate Social Responsibility on Bank Image. 8th National and International Research Confrence, 132–143.
Qalbi, S. I., Chan, A., Barkah, C. S., & Tresna, P. W. (2022). Influence and Strategy of Customer Relationship Management on Customer Satisfaction and Customer Loyalty in Micro and Medium Enterprises. Jurnal Ilmiah Ekonomi Bisnis, 27(3), 303–319. https://doi.org/10.35760/eb.2022.v27i3.5438
Sari, S. K., Isrofani, A. N., Pratiwi, C., & Batu, R. L. (2021). Pentingnya Inovasi Produk dan Desain Produk Terhadap Keputusan Pembelian Berulang Pada Brand Iphone di Indonesia. Jurnal Bisnis Dan Manajemen, 8(1), 181–187. https://doi.org/10.26905/jbm.v8i1.5605
Shen, Y., & Ahmad, R. (2022). The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs. Frontiers in Psychology, 13(March). https://doi.org/10.3389/fpsyg.2022.740269
Sunarya, E., & Jamaludin, M. (2022). Influence of Product Quality and After Sales Services on Customer Satisfaction in Mahir Residence Sukabumi. Research Horizon, 2(4), 489–500. https://doi.org/10.54518/rh.2.4.2022.489-500
Wahjudi, D., Kwanda, T., & Sulis, R. (2018). The Impact of After-sales Service Quality on Customer Satisfaction and Customer Loyalty of Middle-upper Class Landed Housings The Impact of After-sales Service Quality on Customer Satisfaction and Customer Loyalty of Middle-upper Class Landed Housings. July. https://doi.org/10.9744/jti.20.1.65-72
Wahono, R. M., & Masykuroh, E. (2022). Pengaruh Inovasi Produk Dan Kualitas Pelayanan Terhadap Daya Saing Dengan Brand Image Sebagai Variabel Intervening Pada Bank Syariah Indonesia Kantor Cabang Nganjuk Yos Sudarso. Falahiya: Journal of Islamic Banking and Finance, 1(2), 156–172. https://doi.org/10.21154/falahiya.v1i2.952
Wahyuni, S. (2019). The influence of product innovation, brand image, and physical evidence to purchase decision and WOM of Starbucks in Jakarta. Middle East J. of Management, 6(2), 123. https://doi.org/10.1504/mejm.2019.10019018
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5), 81–100. https://doi.org/10.5539/ijms.v6n5p81
Zunaini, R., Rejeki, A., & Fitri Sholichah, I. (2021). the Influence of Brand Image on Repurchase Intention on Cement Products in Store X. Journal Universitas Muhammadiyah Gresik Engineering, Social Science, and Health International Conference (UMGESHIC), 1(2), 192. https://doi.org/10.30587/umgeshic.v1i2.3381