The effect of perceived influence on brand loyalty mediated by brand trust among automotive consumers in YouTube

Authors

  • Zam Arzaqi Management Department, Faculty of Economics and Business, University of Brawijaya, Jagir Sidoresmo, 60244, Surabaya, Indonesia
  • Sumiati Professor, Faculty of Economics and Business, University of Brawijaya, Dinoyo Street, 65144, Malang, Indonesia
  • Surachman Professor, Faculty of Economics and Business, University of Brawijaya, Dinoyo Street, 65144, Malang, Indonesia

DOI:

https://doi.org/10.20525/ijrbs.v12i7.2894

Keywords:

Perceived Influence, Brand Trust, Word-of-mouth, Repurchase Intention, Attitudinal Loyalty, Behavioral Loyalty, Automotive.

Abstract

This study examines the impact of perceived influence on word-of-mouth and repurchase intentions, with brand trust as a moderator. This is an explanatory study using a quantitative approach. The study population consisted of Indonesians who had purchased a Yamaha brand motorcycle and followed automotive influencers on YouTube social media. Purposive sampling was utilized for the study. There were 206 samples in the study sample. This study collected data through surveys and documentation, and the instrument was tested using Likert scales. The data were analyzed using structural equation model partial least squares (SEM-PLS) modeling. The results of this study showed that Perceived Influence can increase attitude loyalty and behavioral loyalty of Yamaha motorcycle consumers. In Addition, Brand trust can increase behavioral loyalty and consumer attitudes influenced by automotive influencers on YouTube and social media. Brand Trust plays a partial mediating role in the influence of Perceived Influence on attitude and behavioral loyalty. The findings of this study suggest that Yamaha must pay attention to building attitudinal and behavioral consumer loyalty.

Downloads

Download data is not yet available.

References

Agag, G., & El-Masry, A. A. (2016). Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust. Computers in Human Behavior, 60, 97–111. https://doi.org/10.1016/j.chb.2016.02.038 DOI: https://doi.org/10.1016/j.chb.2016.02.038

Alexandra Julia Tengblad-Kreft, V., Maria Hagman, A., & Hessels, E. (2017). Influencer marketing and the effect on brand personality and brand perception. Strategic Brand Management: Master Papers.

Amaro, S., & Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64–79. https://doi.org/10.1016/j.tourman.2014.06.006 DOI: https://doi.org/10.1016/j.tourman.2014.06.006

Amilia Suri. (2015). Pengaruh Faktor-Faktor Ekuitas Merek Sepeda Motor Yamaha terhadap Keputusan Pembelian Masyarakat Kecamatan Indra Makmu Aceh Timur. Jurnal Manajemen Dan Keuangan, 4(1), 239–251.

Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391–396. DOI: https://doi.org/10.1016/S2212-5671(16)30142-3

Arshad, S., Ikram, M., Yahya, M., & Nisar, Q. A. (2017). Does celebrity endorsement influence the corporate loyalty: mediating role of corporate credibility? IJSSHE-International Journal of Social Sciences, Humanities and Education, 1(4). DOI: https://doi.org/10.31580/jmi.v11i1.59

Ashraf, A. R., Thongpapanl, N. (Tek), & Auh, S. (2014). The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption. Journal of International Marketing, 22(3), 68–93. https://doi.org/10.1509/jim.14.0065 DOI: https://doi.org/10.1509/jim.14.0065

Binninger, A. (2008). Exploring the relationships between retail brands and consumer store loyalty. International Journal of Retail & Distribution Management, 36(2), 94–110. https://doi.org/10.1108/09590550810853057 DOI: https://doi.org/10.1108/09590550810853057

Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721 DOI: https://doi.org/10.1002/cb.1721

Casaló, L. V, & Romero, J. (2019). Social media promotions and travelers’ value-creating behaviors: the role of perceived support. International Journal of Contemporary Hospitality Management, 31(2), 633–650. https://doi.org/10.1108/IJCHM-09-2017-0555 DOI: https://doi.org/10.1108/IJCHM-09-2017-0555

Chaudhuri, A., & Holbrook, M. B. (2001). The Role of Brand Loyalty / 81 The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. In Journal of Marketing (Vol. 65). DOI: https://doi.org/10.1509/jmkg.65.2.81.18255

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. DOI: https://doi.org/10.1016/j.dss.2012.06.008

Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641734.2018.1521113 DOI: https://doi.org/10.1080/10641734.2018.1521113

Choi, Y. G., Ok, C. “Michael,” & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty. International Journal of Contemporary Hospitality Management, 29(4), 1185–1202. https://doi.org/10.1108/IJCHM-11-2014-0601 DOI: https://doi.org/10.1108/IJCHM-11-2014-0601

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51. DOI: https://doi.org/10.1177/002224299706100203

Duffy, B. E. (2016). The romance of work: Gender and aspirational labour in the digital culture industries. International Journal of Cultural Studies, 19(4), 441–457. DOI: https://doi.org/10.1177/1367877915572186

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742 DOI: https://doi.org/10.1080/15332667.2019.1705742

Farida, N., Purwitasari, E., Taufik, I., Komunikasi, F. I., Gunadarma, U., & Jakarta, A. (2022). Pengaruh Kredibilitas Influencer Terhadap Minat Beli Subscribers Pada Channel Youtube Otomotif Ridwan Hanif. Broadcomm, 4(1). https://doi.org/https://doi.org/10.53856/bcomm.v4i1.233 DOI: https://doi.org/10.53856/bcomm.v4i1.233

Goh, S. K., Jiang, N., Faiz, M., Hak, A., & Tee, P. L. (2016). International Review of Management and Marketing Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction. International Review of Management and Marketing, 6(4), 993–1004. http:www.econjournals.com

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. DOI: https://doi.org/10.1002/dir.10073

Hermawan, Y., & Semuel, H. (2017). Analisa Pengaruh Celebrity Endorsement Lee Min Ho Dalam Iklan Luwak White Koffie Terhadap Brand Image Dan Repurchase Intention. Jurnal Strategi Pemasaran, 4(1). https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/5136

Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493 DOI: https://doi.org/10.1080/0965254X.2011.599493

Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039 DOI: https://doi.org/10.1108/EBR-02-2017-0039

Huang, Y., & Huddleston, P. (2009). Retailer premium own?brands: creating customer loyalty through own?brand products advantage. International Journal of Retail & Distribution Management, 37(11), 975–992. DOI: https://doi.org/10.1108/09590550910999389

Jalilvand, M. R., Nasrolahi Vosta, L., Kazemi Mahyari, H., & Khazaei Pool, J. (2017). Social responsibility influence on customer trust in hotels: mediating effects of reputation and word-of-mouth. Tourism Review, 72(1), 1–14. DOI: https://doi.org/10.1108/TR-09-2016-0037

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009 DOI: https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280 DOI: https://doi.org/10.1108/JPBM-02-2019-2280

Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169–185. DOI: https://doi.org/10.1016/j.ijinfomgt.2017.12.001

Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448–452. DOI: https://doi.org/10.2501/S0021849907070468

Khong, K. W., Onyemeh, N. C., & Chong, A. Y.-L. (2013). BSEM estimation of network effect and customer orientation empowerment on trust in social media and network environment. Expert Systems with Applications, 40(12), 4858–4870. DOI: https://doi.org/10.1016/j.eswa.2013.02.020

Kim, D., Jang, S. C., & Adler, H. (2015). What drives café customers to spread eWOM? Examining self-relevant value, quality value, and opinion leadership. International Journal of Contemporary Hospitality Management, 27(2), 261–282. https://doi.org/10.1108/IJCHM-06-2013-0269 DOI: https://doi.org/10.1108/IJCHM-06-2013-0269

King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. DOI: https://doi.org/10.1016/j.intmar.2014.02.001

Koharyanto, F. F. (2020). Analisa pengaruh perceived quality dalam pembentukan repurchase intention melalui brand trust pada aplikasi Shopee. Jurnal Strategi Pemasaran, 7(1), 7.

Kristiadi N. (2017). E-commerce, Manfaat, dan Keuntungannya. https://www.kompasiana.com/novikristiadi/5992634e93be2508e06c5402/e-commerce-manfaat-dan-keuntungannya

Latan, H., & Ghozali, I. (2015). Partial Least Squares: Concepts, Techniques and Applications using SmartPLS 3.

Lee, Y.-C., Wu, W.-L., Lin, Y.-C., & Lee, C.-K. (2014). The effect of word-of-mouth, knowledge, and promotions on purchase intention of medical cosmetics. International Journal of Organizational Innovation (Online), 6(3), 96.

Leksono, H. B., & Prasetyaningtyas, S. (2021). Influence Social Media Marketing Activity on Repurchase Intention in The E-Commerce Industry. Journal Research in Business, Economics, and Education, 3(5). http://e-journal.stie-kusumanegara.ac.id

Lien, C. H., & Cao, Y. (2014). Examining WeChat users’ motivations, trust, attitudes, and positive word-of-mouth: Evidence from China. Computers in Human Behavior, 41, 104–111. https://doi.org/10.1016/j.chb.2014.08.013 DOI: https://doi.org/10.1016/j.chb.2014.08.013

Luarn, P., & Lin, H.-H. (2003). A customer loyalty model for e-service context. J. Electron. Commer. Res., 4(4), 156–167.

Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Mac-Kingsley, I., & S.E., K. (2016). Impact of Celebrity Endorsements on Brand Loyalty in Soft Drink Products. International Journal of Social Sciences and Management Research, 2(1), 2545–5303. www.iiardpub.orgwww.iiardpub.org

Manrai, L. A., & Manrai, A. K. (2001). Current Issues in the Cross-Cultural and Cross-National Consumer Research in the New Millennium. Journal of East-West Business, 7(1), 1–10. https://doi.org/10.1300/J097v07n01_01 DOI: https://doi.org/10.1300/J097v07n01_01

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. DOI: https://doi.org/10.5465/amr.1995.9508080335

Munawar, A. H. (2014). Analisis Pengaruh Brand Trust dan Customer Satisfaction Terhadap Loyalitas Pelanggan (Suatu Penelitian Pada Pengguna Kartu Esia PT Bakrie Telecom Tasikmalaya). Jurnal Ekonomi Manajemen, 2(4), 1–14.

Muthohar, M., & Ramadhan Triatmaja, A. (2013). Pengaruh Endorser Ulama Terhadap Sikap Dan Minat Beli Konsumen. Jurnal Bisnis Dan Ekonomi (JBE), 19(1), 86–99. http://bisnis.news.viva.co.id

Nainggolan, L. E., Yuniningsih, Y., Sahir, S. H., Faried, A. I., Hasyadi, K., Widyastuti, R. D., Saragih, S. L., Anggraini, F. D. P., Surbakti, E., & Pakpahan, M. (2020). Belajar dari Covid-19: Perspektif Ekonomi dan Kesehatan. Yayasan Kita Menulis.

Nasib, & Bashira. (2019). Pengaruh Brand Awareness dan Loyalitas Merek terhadap Keputusan Pembelian Sepeda Motor Yamaha Matic. Jurnal Manajemen Dan Keuangan, 8(1), 34–42. DOI: https://doi.org/10.33059/jmk.v8i1.1137

Nugroho, D. R., Linardi, J. K., Setyawati, A., & Iqbal Firdaus, M. (2020). the effect of influencer credibility towards consumer trust in e-commerce and purchase intention of low-cost carrier ticket. https://doi.org/https://doi.org/10.25292/atlr.v3i0.310

Nuraripin Arip. (2021). Pengaruh Social Media Influencer Terhadap Loyalitas Merek. http://repository.upi.edu/id/eprint/61189

Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546–1555. DOI: https://doi.org/10.1016/j.chb.2013.01.045

Rahmidani, R. (2015). Penggunaan E-Commerce Dalam Bisnis Sebagai Sumber Keunggulan Bersaing Perusahaan. http://www.apjii.or.id/v2/index.php/read/article/apjii-at-media/133/2012-pengguna-internet-di-indonesia-

Ramesh Kumar, S., & Advani, J. Y. (2005). Factors Affecting Brand Loyalty: A study in an emerging market on fast moving consumer goods. Journal of Customer Behaviour, 4(2), 251–275. https://doi.org/10.1362/1475392054797223 DOI: https://doi.org/10.1362/1475392054797223

Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3–4), 271–295. DOI: https://doi.org/10.1016/S0963-8687(02)00021-5

Rokeach, M., & Ball-Rokeach, S. J. (1989). Stability and change in American value priorities, 1968–1981. American Psychologist, 44(5), 775. DOI: https://doi.org/10.1037/0003-066X.44.5.775

Rossanty, Y., Nasution, M. D. T. P., & Ario, F. (2018). Consumer Behaviour In Era Millennial. Lembaga Penelitian dan Penulisan Ilmiah AQLI.

Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136–1159. https://doi.org/10.1108/APJML-10-2016-0192 DOI: https://doi.org/10.1108/APJML-10-2016-0192

Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, 37(11–12), 1123–1147. https://doi.org/10.1080/0267257X.2020.1866648 DOI: https://doi.org/10.1080/0267257X.2020.1866648

(Sandy) Zhang, S., van Doorn, J., & Leeflang, P. S. H. (2014). Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures? International Business Review, 23(1), 284–292. https://doi.org/10.1016/j.ibusrev.2013.05.002 DOI: https://doi.org/10.1016/j.ibusrev.2013.05.002

Septiana, A. (2017). Analisis Perilaku Konsumen Dalam Perspektif Ekonomi Kreatif (Vol. 29). Duta Media Publishing.

Šeri?, M., & Gil-Saura, I. (2012). ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions. Journal of Hospitality Marketing & Management, 21(8), 821–851. https://doi.org/10.1080/19368623.2012.633211 DOI: https://doi.org/10.1080/19368623.2012.633211

Severi, E., & Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Asian Social Science, 9(3). https://doi.org/10.5539/ass.v9n3p125 DOI: https://doi.org/10.5539/ass.v9n3p125

Sheth, J. N., & Park, C. W. (1974). A theory of multidimensional brand loyalty/151. Faculty Working Papers; No. 151.

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.011 DOI: https://doi.org/10.1016/j.jretconser.2019.01.011

Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2011). Marketing: Real People, Real Choices: 7th edition. In Marketing: Real People, Real Choices: 7th edition (7th ed., pp. 646–646). Prentice Hall.

Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008 DOI: https://doi.org/10.1016/j.ijinfomgt.2017.12.008

Tatar, ?. B., & Eren-Erdo?mu?, ?. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249–263. https://doi.org/10.1007/s40558-015-0048-6 DOI: https://doi.org/10.1007/s40558-015-0048-6

Tolba, A. H. (2011). The impact of distribution intensity on brand preference and brand loyalty. International Journal of Marketing Studies, 3(3), 56. DOI: https://doi.org/10.5539/ijms.v3n3p56

Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence and Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072 DOI: https://doi.org/10.1108/MIP-02-2019-0072

viva budy kusnandar. (2019, May 16). Pengguna Internet di Indonesia 2018 Bertambah 28 Juta. https://databoks.katadata.co.id/datapublish/2019/05/16/pengguna-internet-di-indonesia-2018-bertambah-28-juta

Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer Equity Drivers and Future Sales. Journal of Marketing, 72(6), 98–108. https://doi.org/10.1509/jmkg.72.6.098 DOI: https://doi.org/10.1509/jmkg.72.6.98

Won, J., & Kim, B.-Y. (2020). The effect of consumer motivations on purchase intention of online fashion-sharing platform. The Journal of Asian Finance, Economics and Business, 7(6), 197–207. DOI: https://doi.org/10.13106/jafeb.2020.vol7.no6.197

Zhang, R. M., Yap, S. F., & Xu, Y. Z. (2016). Online Opinion Leadership in Negative eWOM Dissemination. ANZMAC 2016 Conference.

Downloads

Published

2023-10-28

How to Cite

Arzaqi, Z., Sumiati, & Surachman. (2023). The effect of perceived influence on brand loyalty mediated by brand trust among automotive consumers in YouTube. International Journal of Research in Business and Social Science (2147- 4478), 12(7), 01–12. https://doi.org/10.20525/ijrbs.v12i7.2894

Issue

Vol. 12 No. 7 (2023): October

Section

Strategic Approach to Business Ecosystem and Organizational Development

License

Copyright (c) 2023 Zam Arzaqi, Sumiati, Surachman

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

For all articles published in IJRBS, copyright is retained by the authors. Articles are licensed under an open access Creative Commons CC BY 4.0 license, meaning that anyone may download and read the paper for free. In addition, the article may be reused and quoted provided that the original published version is cited. These conditions allow for maximum use and exposure of the work, while ensuring that the authors receive proper credit.