The Effect of E-WOM and Brand Image on Purchasing Decisions of Automotive Products: Mediating Role of Brand Trust

Cindy Novtantia Putri, Teddy Hikmat Fauzi
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Abstract

The automotive industry, especially in the classification of four-wheeled vehicles, is one of the largest industries in Indonesia, which has massive and stable sales. In this sector, products from several global-scale automotive companies have long been the choice of Indonesian consumers, including Toyota as its leading brand. In this era of information technology, product marketing and communication has become embedded in digital forms and the internet along with the increasingly important role of social media. Electronic word of mouth (e-WOM) has been investigated to play an important role in establishing brand trust and purchases. This study attempts to analyze the effect of electronic word of mouth (e-WOM) and brand image on Toyota car purchasing decisions in Bandung by testing brand trust as a mediating variable. The research was conducted on Toyota consumers in Bandung who actively use Instagram social media. Sample collection was carried out using simple random sampling technique with data analysis using the PLS-SEM approach. The results show that E-WOM has a significant effect on brand trust (Path Coefficient=0.202; p-value= 0.033), and on purchasing decisions (Path Coefficient=0.226; p-value= 0.012). Empirical results show a significant effect of brand image on brand trust (Path Coefficient=0.526; p-value=0.000), and on purchasing decisions (Path Coefficient=0.210; p-value= 0.037). Direct analysis also shows a significant role of brand trust in purchasing decisions (Path Coefficient=0.460; p-value=0.000). Mediation analysis shows that brand trust is able to mediate the relationship between E-WOM on Purchase Decisions, and between Brand Image on Purchase Decisions. Keywords: brand image, brand trust, E-WOM, purchasing decision, toyota
网络口碑与品牌形象对汽车产品购买决策的影响:品牌信任的中介作用
汽车行业,尤其是四轮车辆的分类,是印尼最大的产业之一,有着庞大而稳定的销量。在这一领域,几家全球规模的汽车公司的产品长期以来一直是印尼消费者的选择,其中包括丰田作为其领先品牌。在这个信息技术时代,随着社交媒体的作用越来越重要,产品营销和传播已经嵌入到数字形式和互联网中。电子口碑(e-WOM)在建立品牌信任和购买方面发挥了重要作用。本研究试图通过检验品牌信任作为中介变量,分析电子口碑和品牌形象对万隆丰田汽车购买决策的影响。这项研究是在万隆对积极使用Instagram社交媒体的丰田消费者进行的。样品采集采用简单随机抽样技术,数据分析采用PLS-SEM方法。结果表明,电子口碑对品牌信任有显著影响(路径系数=0.202;p值= 0.033),对购买决策(路径系数=0.226;假定值= 0.012)。实证结果显示,品牌形象对品牌信任的影响显著(路径系数=0.526;p值=0.000),对购买决策(路径系数=0.210;假定值= 0.037)。直接分析也显示品牌信任在购买决策中的显著作用(路径系数=0.460;假定值= 0.000)。中介分析表明,品牌信任在电子口碑与购买决策、品牌形象与购买决策之间具有中介作用。关键词:品牌形象、品牌信任、E-WOM、采购决策、丰田
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6 weeks
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