The Influence of Brand Credibility and Customer Experience on Service Purchasing Behavior of Gojek in Banda Aceh with Influencer Marketing Strategy as A Mediation Variable

Pilar Banda Aceh Fadillah1, Muhammad Adam2, & Mukhlis3
Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2023.61107

Abstract

This research aims to test the Brand Credibility and Customer Experience effect on the Service Purchasing Behavior of Gojek Services in Banda Aceh with Influencer Marketing Strategy as a mediating variable. The population referred to is all Gojek customers in Banda Aceh. This sample size was determined using the minimum size for Structural Equation Modeling (SEM) analysis, which uses a formula of 10 times the number of indicator variables, totaling 16 indicators used, totaling 160 samples. Data were processed using the Structural Equation Modeling (SEM) method. The result shows that Brand Credibility affects Influencer Marketing Strategy, Customer Experience affects Influencer Marketing Strategy, Brand Credibility affects Purchasing Behavior, Customer Experience affects Purchasing Behavior, Influencer Marketing Strategy affects Purchase Behavior, Brand Credibility affects Purchasing Behavior through Influencer Marketing Strategies, and Customer Experience affects Purchasing Behavior through Influencer Marketing Strategies. The influencer marketing strategy in the model is also proven to be a partial mediator which can be a mediator or not as a mediator. These results thus explain that the model for improving service purchasing behavior is a function of increasing brand credibility, customer experience, and influencer marketing strategy.

Keywords: Brand Credibility, Customer Experience, Influencer Marketing Strategy, Service Purchasing Behavior.

References

  • Abidin, C. (2016) ‘“Aren’t These Just Young, Rich Women Doing Vain Things Online?”: Influencer Selfies as Subversive Frivolity’, social media + Society, 2(2). doi: https://doi.org/10.1177/2056305116641342.
  • Adeline, C. and Pramono, R. (2021) ‘Pengaruh Brand Credibility Terhadap Word Of Mouth Melalui Customer Satisfaction Dan Customer Loyalty Pada Toko Sarinande Cilegon’, FairValue : Jurnal Ilmiah Akuntansi dan Keuangan, 4(4), pp. 1115–1125. doi: https://doi.org/10.32670/fairvalue.v4i4.800.
  • Adity, D. J. (2015) ‘Analisis pengaruh Kepercayaan, Persepsi Manfaat Dan Harga Terhadap Niat Beli Ulang Online Pada Produk Pakaian (Studi Kasus Pengguna Facebook di Kota Pontianak)’, Jurnal Manajemen Update, 4(3).
  • Baek, T. H. and King, K. W. (2011) ‘Exploring the Consequences of Brand Credibility in Services’, Journal of Services Marketing, 25(4), pp. 260–272. doi: https://doi.org/10.1108/08876041111143096.
  • Cuandra, F. (2021) ‘Dampak pandemi covid-19 terhadap perilaku pembelian (buying behaviour) masyarakat Kota Batam’, Keberlanjutan : Jurnal Manajemen dan Jurnal Akuntansi, 6(2), pp. 92–105. doi: http://dx.doi.org/10.32493/keberlanjutan.v6i2.y2021.p92-105.
  • Dewi, I. T. and Hasibuan, M. I. (2016) ‘Pengaruh Pengalaman Pelanggan (Customer Experience) Terhadap Kepuasan Pelanggan pada Rumah Makan Kuliner Jawa Rantau Prapat’, ECOBISMA : Jurnal Ilmiah Bisnis dan Manajemen, 3(1), pp. 93–103. doi: https://doi.org/10.36987/ecobi.v3i1.695.
  • Erdem, T., Swait, J. and Louviere, J. (2002) ‘The impact of brand credibility on consumer price sensitivity’, International Journal of Research in Marketing, 19(1), pp. 1–19. doi: https://doi.org/10.1016/S0167-8116(01)00048-9.
  • Ferdinand, A. (2014) Metode Penelitian Manajemen. Edisi 5. Semarang: Universitas Diponegoro.
  • Ghorban, Z. S. and Tahernejad, H. (2012) ‘A Study on Effect of Brand Credibility on Word of Mouth: With Reference to Internet Service Providers in Malaysia’, International Journal of Marketing Studies, 4(1), pp. 26–37. doi: 10.5539/ijms.v4n1p26.
  • Handayani and Utami, N. (2015) ‘Pengaruh Customer Experience terhadap Purchase Intention pada KFC Semarang’, in Prosiding Industrial Engineering National Conference (IENACO. Surakarta: Universitas Muhammadiyah Surakarta.
  • Hariyanti, N. T. and Wirapraja, A. (2018) ‘Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur)’, Jurnal Eksekutif, 15(1), pp. 133–146.
  • Hutabarat, J. R. (2020) Pengaruh Influencer Marketing Pada Produk Eiger Sebagai Strategi Pemasaran Era Modern Terhadap Keputusan Pembelian (Studi Kasus Mahasiswa Di Kecamatan Medan Timur). Universitas HKBP Nommensen.
  • Kotler, P. and Armstrong, G. (2017) Principles of Marketing. 17th edn. London: Pearson.
  • Kotler, P. and Keller, K. L. (2018) Marketing Management, Global Edition. 15th editi. Harlow, United Kingdom: Pearson.
  • Marwick, A. E. (2013) ‘“They’re really profound women, they’re entrepreneurs”: Conceptions of Authenticity in Fashion Blogging’, in International Conference on Weblogs and Social Media (ICWSM). USA: Association for the Advancement of Artificial Intelligence, pp. 1–8.
  • Oliveira, T. et al. (2017) ‘Modelling and Testing Consumer Trust Dimensions in E-commerce’, Computers in Human Behavior, 71, pp. 153–164. doi: https://doi.org/10.1016/j.chb.2017.01.050.
  • Ramadhon, G. (2021) ‘Pengaruh Lifestyle, Influencer, Price Terhadap Keputusan Pembelian Sahaja Detergent Di Hypermart Pakuwon City Mall’, Jurnal Manajemen dan Bisnis, 2(4).
  • Rose, S. et al. (2012) ‘Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes’, Journal of Retailing, 88(2), pp. 308–322. doi: https://doi.org/10.1016/j.jretai.2012.03.001.
  • Sanjaya, R. (2016) ‘Peran Brand Credibility Terhadap Niat Beli Di Bidang Jasa Keuangan (Survei Pada Pt “X” Di Kota Bandung)’, Journal of Accounting and Business Studies, 1(1), pp. 74–88. doi: https://doi.org/10.61769/.v1i1.112.
  • Sheeraz, M., Iqbal, N. and Ahmad, N. (2012) ‘Impact of Brand Credibility and Consumer Values on Consumer Purchase Intentions in Pakistan’, International Journal of Academic Research in Business and Social Sciences, 2(8), pp. 1–10.
  • Yolandari, N. L. D. and Kusumadewi, N. M. W. (2018) ‘Pengaruh Pengalaman Pelanggan Dan Kepercayaan Terhadap Niat Beli Ulang Secara Online Melalui Kepuasan Pelanggan’, E-Jurnal Manajemen, 7(10), pp. 5343–5378. doi: https://doi.org/10.24843/EJMUNUD.2018.v07.i10.p06.