The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?
Abstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this researc...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institut Teknologi Bandung
2018-06-01
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| Series: | Asian Journal of Technology Management |
| Subjects: | |
| Online Access: | http://journal.sbm.itb.ac.id/index.php/ajtm/article/view/2521 |
| _version_ | 1811283540356104192 |
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| author | Jhanghiz Syahrivar Andy Muhammad Ichlas |
| author_facet | Jhanghiz Syahrivar Andy Muhammad Ichlas |
| author_sort | Jhanghiz Syahrivar |
| collection | DOAJ |
| description | Abstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this research was to investigate the role of Electronic Word of Mouth (EWOM) on Brand Equity and its impact on Purchasing Decision of Imported Shoes in Bekasi, Indonesia. This research used primary data by distributing questionnaires to 162 customers of imported shoes. The data of this research was analyzed through SPSS and the hypotheses were tested by employing Binomial Logistic Regression. The result of this research suggested that E-WOM has a positive impact on all dimensions of Brand Equity and a good online Brand Equity generates high customers’ involvements in purchasing decisions. The highest influencer towards Purchasing Decision was Brand Awareness; whereas the least influencing variable was Perceived Quality.
Keywords: Electronic word of mouth (EWOM), brand association, brand awareness, brand loyalty, perceived quality, purchasing decision, technology in marketing |
| first_indexed | 2024-04-13T02:14:33Z |
| format | Article |
| id | doaj.art-19b30ab6203e453f9692175019db306c |
| institution | Directory Open Access Journal |
| issn | 1978-6956 2089-791X |
| language | English |
| last_indexed | 2024-04-13T02:14:33Z |
| publishDate | 2018-06-01 |
| publisher | Institut Teknologi Bandung |
| record_format | Article |
| series | Asian Journal of Technology Management |
| spelling | doaj.art-19b30ab6203e453f9692175019db306c2022-12-22T03:07:12ZengInstitut Teknologi BandungAsian Journal of Technology Management1978-69562089-791X2018-06-01111576910.12695/ajtm.2018.11.1.5The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions?Jhanghiz Syahrivar0Andy Muhammad Ichlas1School of Business, President UniversitySchool of Business, President UniversityAbstract. In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towards certain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiences among customers online. The objective of this research was to investigate the role of Electronic Word of Mouth (EWOM) on Brand Equity and its impact on Purchasing Decision of Imported Shoes in Bekasi, Indonesia. This research used primary data by distributing questionnaires to 162 customers of imported shoes. The data of this research was analyzed through SPSS and the hypotheses were tested by employing Binomial Logistic Regression. The result of this research suggested that E-WOM has a positive impact on all dimensions of Brand Equity and a good online Brand Equity generates high customers’ involvements in purchasing decisions. The highest influencer towards Purchasing Decision was Brand Awareness; whereas the least influencing variable was Perceived Quality. Keywords: Electronic word of mouth (EWOM), brand association, brand awareness, brand loyalty, perceived quality, purchasing decision, technology in marketinghttp://journal.sbm.itb.ac.id/index.php/ajtm/article/view/2521Electronic word of mouth (EWOM)brand associationbrand awarenessbrand loyaltyperceived qualitypurchasing decisiontechnology in marketing |
| spellingShingle | Jhanghiz Syahrivar Andy Muhammad Ichlas The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? Asian Journal of Technology Management Electronic word of mouth (EWOM) brand association brand awareness brand loyalty perceived quality purchasing decision technology in marketing |
| title | The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? |
| title_full | The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? |
| title_fullStr | The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? |
| title_full_unstemmed | The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? |
| title_short | The Impact of Electronic Word of Mouth (E-WoM) on Brand Equity of Imported Shoes: Does a Good Online Brand Equity Result in High Customers’ Involvements in Purchasing Decisions? |
| title_sort | impact of electronic word of mouth e wom on brand equity of imported shoes does a good online brand equity result in high customers involvements in purchasing decisions |
| topic | Electronic word of mouth (EWOM) brand association brand awareness brand loyalty perceived quality purchasing decision technology in marketing |
| url | http://journal.sbm.itb.ac.id/index.php/ajtm/article/view/2521 |
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