The Role of Purchase Intention on the Effect of Company Image, CSR, Promotion and Brand Image on Tokopedia Purchase Decisions in Surabaya and Sidoarjo
DOI:
https://doi.org/10.55687/ste.v3i2.73Abstract
Online shopping marketing strategy requires some efforts for increasing the purchasing decision by the customers. Therefore, understanding the factors which affect such purchasing decision if important. This study explores the effects of company image, Corporate Social Responsibility (CSR), promotions, and brand image on purchasing decision. The data were collected from 123 respondents from the customers of Tokopedia online business in Sidoarjo and Surabaya, Indonesia. The data were analyzed using structural equation modelling techniques (SEM-PLS) using Warp-PLS., It was found that both company image and CSR significantly influence purchasing decisions, while promotions do not exhibit a significant effect. Brand image also emerged as a significant positive influences on purchasing decisions. Additionally, the study investigated the mediating role of purchase intention in these relationships. It was revealed that purchase intention partially mediated the influence of promotions and brand image on purchasing decisions but did not mediate the effects of company image and CSR. The discussion further underscores the significance of company image and CSR in shaping purchasing decisions, aligning with prior research. However, discrepancies with previous studies were acknowledged, suggesting avenues for further exploration.. Suggestions for future research include conducting studies with larger and more diverse samples, employing longitudinal designs to track evolving consumer behavior, and exploring additional variables such as pricing strategies and customer service.
References
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851-858.
Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089-1110.
Akroush, M. N., Zuriekat, M. I., Al Jabali, H. I., & Asfour, N. A. (2019). Determinants of purchasing intentions of energy-efficient products: The roles of energy awareness and perceived benefits. International Journal of Energy Sector Management, 13(1), 128- 148.
Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
Aunilla, Tissa. (2023).Tantangan Menjadi Negara Kepulauan Terbesar. Toko Pedia. Dirujuk pada 18 Juli 2023. Dari: https://www.tokopedia.com/
Batty, G. D., Gale, C. R., Kivimäki, M., Deary, I. J., & Bell, S. (2020). Comparison of risk factor associations in UK Biobank against representative, general population based studies with conventional response rates: prospective cohort study and individual participant meta-analysis. bmj, 368.
Belanche, D., Casaló, L. V., Flavián, C., & Pérez-Rueda, A. (2021). The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services. Service Business, 15, 45-75.
Blasi, S., Brigato, L., & Sedita, S. R. (2020). Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers’ perception based on twitter data mining. Journal of Cleaner Production, 244, 118701.
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94, 102777.
Buchori, A., & Harwani, Y. (2021). The Effect of Service Quality and Promotion on Purchase Intention Mediated by Trust (Case Study: PT China Taiping Insurance Indonesia). European Journal of Business and Management Research, 6(2), 44-47.
Camacho, L. J., Salazar-Concha, C., & Ramírez-Correa, P. (2020). The influence of xenocentrism on purchase intentions of the consumer: The mediating role of product attitudes. Sustainability, 12(4), 1647.
Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707-725.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380.
Clark, L. A., & Watson, D. (2019). Constructing validity: New developments in creating objective measuring instruments. Psychological assessment, 31(12), 1412.
Conita, A., Hadiprawiro, Y., & Hidayati, A. N. (2021). Iklan Tokopedia Versi BTS sebagai Representasi Korean Waves. Jurnal Desain, 8(2), 188-206.
Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. (2019). The effect of service quality and website quality of Zalora. com on purchase decision as mediated by purchase intention. Calitatea, 20(169), 87-92.
Faeq, D. K., Saleh, P. F., Hiwa, H., Ismael, A., & Nawzad, M. (2022). Purchase intention in the scope firm of corporate social responsibility. International Journal of Research in Business and Social Science (2147-4478), 11(6), 43-55.
Hamid, D., & Durmaz, O. (2021). Organizational culture impact on employee innovative behaviors in Kurdistan. Black Sea Journal of Management and Marketing, 2(1), 63-72.
Hanaysha, J. R. (2018). An exaniation of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review.
Hien, N., Phuong, N., Tran, T. V., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management science letters, 10(6), 1205-1212.
Jia-yi, F., Yan-qiao, L., Qi-xing, Q., & Li, Z. (2022). Creating cultural brand equity from the perspective of consumer cognition–a case study of Chinese animation brands. Procedia Computer Science, 199, 589-596.
Kesa, D. D., & Lee, C. W. (2023, February). Market-Based Digital Platforms: Do They Primarily Support Post-Pandemic Creative Adaptation?. In Proceedings (Vol. 83, No. 1, p. 61). MDPI.
Köchling, A., & Wehner, M. C. (2020). Discriniated by an algorithm: a systematic review of discriniation and fairness by algorithmic decision-making in the context of HR recruitment and HR development. Business Research, 13(3), 795-848.
Kompas.co, (2019). Pengertian Industri 4.0 di Indonesia. Dirujuk pada 16 Juli2023 dari: Pengertian Industri 4.0 dan Penerapannya di Indonesia Halaman all - Kompas.com:
Kompas.com.(2021). Perjalanan Gojek dan Tokopedia hingga Merger Menjadi GoTo. Dirujuk pada 5 Mei 2021from fromL https://www.kompas.com/tren/read/2021/05/20/064022365/
Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management: An International Journal.
Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the impact of online promotions on consumers’ impulsive online shopping intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386-2404.
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
Masum, A., Hanan, H., Awang, H., Aziz, A., & Ahmad, M. H. (2020). Corporate social responsibility and its effect on community development: An overview. Journal of Accounting Science, 22(1), 35-40.
Matviiets, O., & Kipen, V. (2021). The features of direct marketing and personal selling as a form of marketing communications.
Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business strategy and the Environment, 29(3), 838-845.
Mulaessa, N., & Wang, H. (2017). The effect of corporate social responsibility (CSR) activities on consumers purchase intention in China: Mediating role of consumer support for responsible business. International Journal of Marketing Studies, 9(1), 73-81.
Mursandi, D. A., Sudirman, H. A., & Militina, T. (2020). The impact of green marketing and corporate social responsibility on brand image, purchase intention, and purchase decision (study on the body shop in Samarinda). International Journal of Economics, Business and Accounting Research (IJEBAR), 4(4).
Nagy, L. B., Lakner, Z., & Temesi, Á. (2022). Is it really organic? Credibility factors of organic food–A systematic review and bibliometric analysis. Plos one, 17(4), e0266855.
Palma-Ruiz, J. M., Castillo-Apraiz, J., & Gómez-Martínez, R. (2020). Socially responsible investing as a competitive strategy for trading companies in times of upheaval amid COVID-19: Evidence from Spain. International Journal of Financial Studies, 8(3), 41.
Popović, S., Cvetković, M., & Avramović, M. (2023). Green marketing in the function of sustainable development. Ekonomika, 69(2), 61-73.
Pueyo‐Garrigues, M., Pardavila‐Belio, M. I., Whitehead, D., Esandi, N., Canga‐Armayor, A., Elosua, P., & Canga‐Armayor, N. (2021). Nurses’ knowledge, skills and personal attributes for competent health education practice: An instrument development and psychometric validation study. Journal of advanced nursing, 77(2), 715-728.
Rachmawati, D., Shukri, S., Azam, S., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), 1341-1348.
Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807-2819.
Saktiawan, P. D., & Awan, S. H. (2021). The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya. Philippine Social Science Journal, 4(1),Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192.
Satapathy, J., & Paltasingh, T. (2019). CSR in India: a journey from compassion to commitment. Asian Journal of Business Ethics, 8(2), 225-240.
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008- 1024.
Sileyew, K. J. (2019). Research design and methodology. Cyberspace, 1-12.
Sinurat, M., Heikal, M., Simanjuntak, A., Siahaan, R., & Ilham, R. N. (2021). Product Quality On Consumer Purchase Interest With Customer Satisfaction As A Variable Intervening In Black Online Store High Click Market: Case Study on Customers of the Tebing Tinggi Black Market Online Store. Morfai Journal, 1(1), 13-21.
Sugiono, A., Masykuroh, E., Sungkawati, E., Setyadjit, S., Dahliani, L., Yustina, I., ... & Hermawati, I. (2023). Developing model of logistics capability, supply chain policy on logistics integration and competitive advantage of SMEs. Uncertain Supply Chain Management, 11(3), 1009-1018.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Tarabieh, S. M. Z. A. (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion.
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74, 102289.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Studies in Technology and Education
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
