The impact perceived quality, advertising effectiveness, social media presence and brand image on purchase intention telkomsel provider
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Oct 21, 2024
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Abstract
The mobile operator card industry is an integral part of the telecommunications sector that plays an important role in providing communication services to consumers at large. Mobile carrier cards provide necessary access to phones, text messaging, and mobile internet, facilitating vital connectivity for individuals and businesses around the world. This research aims to test previous research, namely analysis of the influence of perceived quality, advertising effectiveness, and social media presence on purchase intention through brand image as a mediating variable. This research uses PT Telekomunikasi Selular (Telkomsel), which is one of the companies in the cellular operator industry in Indonesia, as the focus of the research. Respondents for this study were obtained usingwith a convenience sampling technique, namely a sampling technique that uses respondents to redistribute existing questionnaires. The respondents collected in this research were 170 respondents. The collected data was analyzed using the Structural Equation Model (SEM) method based on Partial Least Square (PLS). The research results show that advertising effectiveness and social media presence do not directly influence purchase intention, but must go through brand image as a mediating variable. However, perceived quality has a positive influence on purchase intention and this influence becomes stronger when mediated by brand image.
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How to Cite
Tarta, E., & Pasaribu, L. (2024). The impact perceived quality, advertising effectiveness, social media presence and brand image on purchase intention telkomsel provider. Enrichment : Journal of Management, 14(4), 694-704. https://doi.org/10.35335/enrichment.v14i4.2042
References
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Asosiasi Penyelenggara Jasa Internet Indonesia. (2020). Buletin APJII. Jakarta: APJII.
Balroo, S. A. (2023). Social Media Advertisements and Purchase Intention: Attitude as a Mediator. Journal of Economics, Management and Trade, 29(10), 160–174. https://doi.org/10.9734/jemt/2023/v29i101152
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902
Dalangin, J. J. G., Mc Arthur, J. M. B., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 551–568. https://doi.org/10.25139/jsk.v5i3.3708
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). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Haitao, N. (2022). The Role of Brand Image and Product Quality on Purchase Intention (Study Literature Review). Dinasti International Journal of Management Science, 4(1), 166–174. https://creativecommons.org/licenses/by/4.0/
Indonesian Internet Service Providers Association. (2020). APJII Bulletin. Jakarta: APJII.
Istiono, D., & Kurniasih, N. (2022). PENGARUH INOVASI PRODUK DAN BRAND IMAGETERHADAP MINAT BELI(Studi Pada Konsumen Wild Original di Kota Majalengka). JAKSI Jurnal Akuntansi Keuangan Dan Sistem Informasi , 3(1), 229–240.
Kristinawati, A. (2020). The Influence Of Brand Image, Perceived Quality And Ewom On Car Purchase Intention In Jakarta.
JinKyo, S., Saithibvongsa, P., & Choi, H. J. (2019). Country Image, Perceived Product Quality and Purchase Intention: The Moderating Roles of Quality Warranty Certificate and Country-Image Transferred Strategies. International Journal of Economics and Management, 1(3), 10–23. https://www.neliti.com/publications/297445/country-image-perceived-product-quality-and-purchase-intention-the-moderating-ro
Lutfie, H., & Marcelino, D. (2020). Creating Online Purchase Decision And Brand Image Based On Advertising Effectiveness With Epic Model. Mix Journal Of Management Science, 10(3), 346. https://doi.org/10.22441/mix.2020.v10i3.003
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Masa'deh, R., Al-Haddad, S., Abed, D. al, Khalil, H., Almomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information (Switzerland), 12(11). https://doi.org/10.3390/info12110477
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes Go-Jek go in Indonesia? The influence of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Nur Hastatila, F., & Kusuma Dewi, C. (2021). Brand Association, and Perceived Quality on Brand Purchase Intention among Consumers at Trigo Crunch The Influence Brand Awareness.
Nurcahyo, S., & Welsa, H. (2017). The Influence Of Country Of Origin, Perceived Quality And Consumer Perception On Purchasing Intention Through The Brand Image Of Matic Honda Motorcycles In Bantul District. Dewantara Management Journal, 1(2), 12–24. http://jurnal.ustjogja.ac.id
Perlambang, N. F., & Susanto, E. H. (2020). Pengaruh Green Strategy, Perceived Quality Dan Brand Image Terhadap Purchase Intention Pada Produk Plenty Di Jakarta
Prasetia, W., & Hidayat, A. (2021). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention. Archives of Business Research, 9(12), 132–144. https://doi.org/10.14738/abr.912.11374
Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 5(3), 145. https://doi.org/10.35384/jemp.v5i3.165
Raji, R.A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationship between social media advertising content, sales promotion content and behavioral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004
Salameh, A. A., Ijaz, M., Omar, A. bin, & Zia ul Haq, H. M. (2022). Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.919656
Xu, A., Wei, C., Zheng, M., Sun, L., & Tang, D. (2022). Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis. Sustainability (Switzerland), 14(22), 1–17. https://doi.org/10.3390/su142215451
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics, 31(3), 714–727. https://doi.org/10.1108/APJML-08-2017-0176
Anggrenita, E., & Sander, OA (2022). The Influence of Social Media Marketing on Purchase Intention Mediated by Customer Trust in MS Glow Products. Journal of Business & Applied Management, 15(2), 143. https://doi.org/10.30813/jbam.v15i2.3774
Asosiasi Penyelenggara Jasa Internet Indonesia. (2020). Buletin APJII. Jakarta: APJII.
Balroo, S. A. (2023). Social Media Advertisements and Purchase Intention: Attitude as a Mediator. Journal of Economics, Management and Trade, 29(10), 160–174. https://doi.org/10.9734/jemt/2023/v29i101152
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902
Dalangin, J. J. G., Mc Arthur, J. M. B., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 551–568. https://doi.org/10.25139/jsk.v5i3.3708
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). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Haitao, N. (2022). The Role of Brand Image and Product Quality on Purchase Intention (Study Literature Review). Dinasti International Journal of Management Science, 4(1), 166–174. https://creativecommons.org/licenses/by/4.0/
Indonesian Internet Service Providers Association. (2020). APJII Bulletin. Jakarta: APJII.
Istiono, D., & Kurniasih, N. (2022). PENGARUH INOVASI PRODUK DAN BRAND IMAGETERHADAP MINAT BELI(Studi Pada Konsumen Wild Original di Kota Majalengka). JAKSI Jurnal Akuntansi Keuangan Dan Sistem Informasi , 3(1), 229–240.
Kristinawati, A. (2020). The Influence Of Brand Image, Perceived Quality And Ewom On Car Purchase Intention In Jakarta.
JinKyo, S., Saithibvongsa, P., & Choi, H. J. (2019). Country Image, Perceived Product Quality and Purchase Intention: The Moderating Roles of Quality Warranty Certificate and Country-Image Transferred Strategies. International Journal of Economics and Management, 1(3), 10–23. https://www.neliti.com/publications/297445/country-image-perceived-product-quality-and-purchase-intention-the-moderating-ro
Lutfie, H., & Marcelino, D. (2020). Creating Online Purchase Decision And Brand Image Based On Advertising Effectiveness With Epic Model. Mix Journal Of Management Science, 10(3), 346. https://doi.org/10.22441/mix.2020.v10i3.003
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Masa'deh, R., Al-Haddad, S., Abed, D. al, Khalil, H., Almomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information (Switzerland), 12(11). https://doi.org/10.3390/info12110477
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes Go-Jek go in Indonesia? The influence of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Nur Hastatila, F., & Kusuma Dewi, C. (2021). Brand Association, and Perceived Quality on Brand Purchase Intention among Consumers at Trigo Crunch The Influence Brand Awareness.
Nurcahyo, S., & Welsa, H. (2017). The Influence Of Country Of Origin, Perceived Quality And Consumer Perception On Purchasing Intention Through The Brand Image Of Matic Honda Motorcycles In Bantul District. Dewantara Management Journal, 1(2), 12–24. http://jurnal.ustjogja.ac.id
Perlambang, N. F., & Susanto, E. H. (2020). Pengaruh Green Strategy, Perceived Quality Dan Brand Image Terhadap Purchase Intention Pada Produk Plenty Di Jakarta
Prasetia, W., & Hidayat, A. (2021). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention. Archives of Business Research, 9(12), 132–144. https://doi.org/10.14738/abr.912.11374
Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 5(3), 145. https://doi.org/10.35384/jemp.v5i3.165
Raji, R.A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationship between social media advertising content, sales promotion content and behavioral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004
Salameh, A. A., Ijaz, M., Omar, A. bin, & Zia ul Haq, H. M. (2022). Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.919656
Xu, A., Wei, C., Zheng, M., Sun, L., & Tang, D. (2022). Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis. Sustainability (Switzerland), 14(22), 1–17. https://doi.org/10.3390/su142215451
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics, 31(3), 714–727. https://doi.org/10.1108/APJML-08-2017-0176