Leveraging social media activities for purchase intention: Exploring brand loyalty and perceived quality as mediation
DOI:
https://doi.org/10.38035/jim.v3i4.2108Keywords:
Social Media Marketing Activities, Purchase Intention', Brand Loyalty, Perceived QualityAbstract
In the airline industry, this study analyzes how social media marketing activities affect brand equity (perceived quality and brand loyalty) as well as consumers' intentions to buy. A questionnaire was distributed to 125 Instagram users who were airline passengers for obtaining quantitative data. The information were handled and investigated utilizing SEM-PLS 4.1.0.6. According to the study, social mdia marketing increases brand loyalty and brand quality perception. Purchase intentions are also significantly influenced by loyalty and perceived quality. Additionally, the study indicates that all moderating effect variables, such as brand loyalty and perceived quality, are involved in mediating the impact of social media marketing on purchase intentions. The findings are expected to be relevant for social media activity strategies, particularly for airlines in Indonesia.
References
Abdillah, W. & Hartono, J. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi.
Ananda, A. S., Hernández-García, Á., & Lamberti, L. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations. Journal of Innovation and Knowledge, 1(3), 170–180. https://doi.org/10.1016/j.jik.2016.01.003
Anjarani, P. M., Mumin, A. T., Bilqis, L. D. R., & Ingkadijaya, R. (2023). Effect of Social Media Marketing on Purchase Intentions With Brand Awareness and Perceived Quality As Intervening Variables At Aston Bellevue Radio Dalam Hotel in Jakarta. Social Economics and Ecology International Journal (SEEIJ), 7(2), 7–16. https://doi.org/10.21512/seeij.v7i2.9799
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention : A Meta-Analysis. 1–15.
Astuti, Miguna, and A. R. A. (2020). Pengantar manajemen pemasaran. Deepublish.
BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Chaudhuri, A., & Holbrook, M. B. (2006). The chain of effects from brand trust and brand affect to brand performance : ... Journal of Marketing, 70(01), 34–49.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Colella, G., Sestino, A., & Amatulli, C. (2022). The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context. International Journal of Marketing Studies, 14(1), 34. https://doi.org/10.5539/ijms.v14n1p34
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1–9. https://doi.org/10.4102/ac.v14i1.194
Dwi, V., & Sigit, M. (2022). Pengaruh Pemasaran Media Sosial dan Keterlibatan Konsumen terhadap Niat Beli Konsumen pada Produk Skincare MS Glow Beauty. 01(06), 201–212.
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2022). Pengaruh Brand Awareness Terhadap Purchase Intension. Universitas Udayana, 6(12), 6620–6644.
Farquhar, P. H. (2989). Managing brand equity. Marketing Research.
Fenetta, A., & Keni, K. (2020). Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(6), 270. https://doi.org/10.24912/jmbk.v4i6.9792
Hair J.F., et al. (2010). Multivariate Data Analysis (Seventh Ed). Pearson Prentice Hall.
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27. https://doi.org/10.1016/j.techfore.2014.05.012
Hajli, N., & Lin, X. (2016). Exploring the Security of Information Sharing on Social Networking Sites: The Role of Perceived Control of Information. Journal of Business Ethics, 133(1), 111–123. https://doi.org/10.1007/s10551-014-2346-x
Hasim, M. A., Shahrin, M., Wahid, R. A., & Shamsudin, M. F. (2020). A Review On Media Richness Affecting Purchase Intention on Instagram: the Mediating Role of Brand Loyalty. International Journal of Psychosocial Rehabilitation, 24(7), 3894–3902.
Hawkins, Del I., Best, Roger J., Coney, K. A. (2021). Consumer Behavior: Building Marketing Strategy (15th ed.). McGraw-Hill Education.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. In International Journal of Research in Marketing (Vol. 33, Issue 1). Elsevier B.V. https://doi.org/10.1016/j.ijresmar.2015.06.004
İnal, M., & Bi̇l, E. (2023). Mediating Role of Consumer Purchase Intention on the Relationship Between Influencer’S Perceived Characteristics and Consumer Purchase Behavior. Yönetim Bilimleri Dergisi, 21(Cumhuriyetin 100. Yılı Özel Sayısı), 807–834. https://doi.org/10.35408/comuybd.1359816
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Hussain, S., Gillani, M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions : A Perspective of a New Emerging Era. 12(January), 1–12. https://doi.org/10.3389/fpsyg.2021.808525
Kaede Sano. (2015). An empirical study of the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. Journal of Geotechnical and Geoenvironmental Engineering ASCE, 120(11), 259.
Karman, M. A. (2015). The Impact of Social Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. IBuss Management, 3(2), 77–88.
Khan, N., Rahmani, S. H. R., Hoe, H. Y., & Chen, T. B. (2014). Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry. International Journal of Business and Management, 10(1). https://doi.org/10.5539/ijbm.v10n1p172
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
L., O. R. (1999). Whence consumer loyalty? Journal of Marketing, 63(1999), 33.
Le, T., Ngo, H. Q., & Aureliano-Silva, L. (n.d.). Contribution of corporate social responsibility on SMEs’ performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-12-2020-1516
Lestari, I. E. (2016). Pengaruh Media Sosial terhadap Brand Equity dan Dampaknya pada Keputusan Pembelian (Studi Kasus Fanspage Facebook Hijab Elzatta).
Martin Leonardo Silitonga. (2022). Pengaruh pemasaran media sosial dan perceived value terhadap niat beli smartphone. 10, 998–1004.
Osakwe, C. N. (2019). Understanding customer-perceived quality in informal stores. Journal of Services Marketing, 33(2), 133–147. https://doi.org/10.1108/JSM-05-2018-0162
Parasuraman, A; Berry, Leonard L; Zeithaml, V. A., Kelley, S. W., & Turley, L. . (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 5–6. http://linkinghub.elsevier.com/retrieve/pii/S0148296399000843
Philip Kotler, Kevin Lane Keller, Abraham Parameswaran, V. K. (2016). Manajemen Pemasaran (16th Edition). Pearson Prentice Hall.
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Samosir, J., Ringan, O., Ricardianto, P., Dinda, M., & Rafi, S. (2023). International Journal of Data and Network Science The role of social media marketing and brand equity on e-WOM : Evidence from Indonesia. 7, 609–626. https://doi.org/10.5267/j.ijdns.2023.3.010
Santoso, M. H., Nugraha, J. P., Nawiyah, N., Zed, E. Z., & Tarigan, M. I. (2023). Influence of Brand Loyalty and Perceived Quality Analysis on Consumer Purchase Decisions. Quantitative Economics and Management Studies, 4(3), 464–473. https://doi.org/10.35877/454ri.qems1635
Sharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in india. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617. https://doi.org/10.3390/jtaer16040036
Sudarsono, H. (2020). Manajemen pemasaran. Pustaka Abad.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (8th ed.). Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (10th ed.).
Suparman, S., & Ramadany, D. U. P. (2021). Pengaruh E-ticket dan Promosi pada Media Sosial Instagram Terhadap Keputusan Pembelian Tiket Airasia (Studi Kasus pada Rute Penerbangan Jakarta-Denpasar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 3(1), 67–87. https://doi.org/10.31334/abiwara.v3i1.1844
Wang, E. S. T. (2017). Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention. Journal of Food Products Marketing, 23(3), 239–250. https://doi.org/10.1080/10454446.2014.885867
Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review. https://doi.org/https://doi.org/10.1108/IMR-12-2021-0353
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Olfebri Olfebri, Sarovah Widiawati, Rizki Amelia, Tiara Putri Meitrisya
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share— copy and redistribute the material in any medium or format
- Adapt— remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution— You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions— You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rightsmay limit how you use the material.
