Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness

Article Sidebar

PDF
Published: Jun 24, 2024
DOI: https://doi.org/10.15575/ks.v6i2.34160
Keywords:
Word of mouth, Advertising exposure, Generation Z, Consumer loyalty.

Main Article Content

Novel Reonald
Universitas Widya Gama Mahakam Samarinda
Dian Irma Aprianti
Universitas Widya Gama Mahakam Samarinda

Abstract

This study investigates the influence of advertising exposure and word of mouth (WOM) on Generation Z consumer loyalty, examining the mediating role of brand awareness in the context of online purchases on marketplace platforms. We employed a quantitative descriptive approach, gathering primary data through questionnaires and observations of Generation Z consumers who have made at least two purchases on Shopee. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of the WarpPLS 7.0 software. The findings reveal that both advertising exposure and WOM significantly enhance brand awareness. Additionally, each has a direct and positive impact on consumer loyalty. However, the influence of advertising exposure and WOM on consumer loyalty does not necessarily require the mediation of brand awareness. These results suggest that Shopee’s robust advertising campaigns and effective WOM communications significantly embed the brand within the consumer's psyche, facilitating easy recall of Shopee as a platform known for attractive promotions. In conclusion, the formation of consumer loyalty can occur directly through advertising exposure and WOM, highlighting their pivotal roles in cultivating enduring consumer loyalty to Shopee.

Article Details

Issue
Vol. 6 No. 2 (2024): Khazanah Sosial
Section
Articles

Copyright and License

Authors who publish with Khazanah Sosial agree to the following terms:

  1. Authors retain the copyright of their work and grant Khazanah Sosial the right of first publication. The work is simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0), which permits others to share the work, provided that appropriate credit is given to the authors and the original publication in Khazanah Sosial is acknowledged.

  2. Authors may enter into separate, additional contractual arrangements for the non-exclusive distribution of the published version of their work, such as depositing it in an institutional repository or including it in a book, provided that its initial publication in Khazanah Sosial is acknowledged.

  3. Authors are permitted and encouraged to share their work online, including through institutional repositories and personal websites, before and during the submission process. Such sharing may facilitate scholarly exchange and increase the visibility and citation of published work. For further information, see The Effect of Open Access.

References

Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, L. H. (2021). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and purchase intention on Grab application users domicile of Tangerang. Enrichment: Journal of Management, 12(1), 426–441.

Andrea, A. S., & Keni, K. (2021). Pengaruh electronic word of mouth (eWOM), celebrity endorser, dan online advertising terhadap brand awareness. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 464. https://doi.org/10.24912/jmbk.v5i5.13286

Ardianto, E. (2017). Komunikasi massa: Suatu pengantar (K. Rema (ed.)). Simbiosa Rekatama Media.

Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktek. Rineka Cipta.

Badawi, S. N., & Basif, A. A. (2023). The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia. Innovative Marketing, 19(3), 11–20. https://doi.org/10.21511/im.19(3).2023.02

Basaran, D., & Ventura, K. (2022). Exploring digital marketing in entertainment industry: a case of a digital music platform. Pressacademia, 9(3), 115–126. https://doi.org/10.17261/Pressacademia.2022.1635

Das, M., & Ramalingam, M. (2023). To praise or not to praise- Role of word of mouth in food delivery apps. Journal of Retailing and Consumer Services, 74, 103408. https://doi.org/10.1016/j.jretconser.2023.103408

Dilasari, E. M., Yosita, G., & Sanjaya, V. F. (2022). Pengaruh cita rasa dan promosi melalui media sosial terhadap keputusan pembelian konsumen Kopi Janji Jiwa Bandar Lampung. REVENUE: Jurnal Manajemen Bisnis Islam, 3(1), 25–42. https://doi.org/10.24042/revenue.v3i1.10448

Gyenge, B., Máté, Z., Vida, I., Bilan, Y., & Vasa, L. (2021). A new strategic marketing management model for the specificities of E-commerce in the supply chain. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1136–1149. https://doi.org/10.3390/jtaer16040064

Harisandi, P., Yahya, A., Risqiani, R., & Purwanto, P. (2023). Peran harga dan citra merek dalam mediasi pengaruh E-Word to mouth terhadap keputusan pembelian melalui aplikasi TikTok. MUKADIMAH: Jurnal Pendidikan, Sejarah, Dan Ilmu-Ilmu Sosial, 7(2), 277–285.

Indarthi, A. W., Sunarsih, A., Purwandari, T. A., & Ayu, P. P. (2021). Peranan E-commerce di berbagai kalangan di Indonesia dalam berbagai bidang perekonomian akibat dari dampak pandemi Covid-19. Journal of Education and Technology, 1(1), 6–11.

Indriana, A., Sholahuddin, M., Kuswati, R., & Soepatini. (2022). The impact of e-WOM and celebrity endorser on purchase intention mediated by brand image: A study on halal cosmetic products. Journal of Business and Management Studies, 4(4), 197–210. https://doi.org/10.32996/jbms.2022.4.4.29

Kadarisman, H., & Ariyani, N. (2021). Hubungan e-Word of Mouth dan Citra Merk dengan Minat Membeli pada Perbankan Syariah di Indonesia. Management & Accounting Expose, 1(2), 1–11. https://doi.org/10.36441/mae.v1i2.84

Kwasi Oppong, P., Mensah, J., & Addae, M. (2022). Effect of brand equity on consumers` word-of-mouth behaviour in the herbal market in Ghana. African Journal of Business and Economic Research, 17(3), 191–212. https://doi.org/10.31920/1750-4562/2022/v17n3a9

Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektivitas media Instagram dan E-WOM (Electronic Word Of Mouth) terhadap minat beli serta keputusan pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024

Pramesthi, H. K., & Prasetyo, B. D. (2023). Pengaruh terpaan iklan televisi terhadap brand awareness. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 8(1), 80–95. https://doi.org/10.52423/jikuho.v8i1.16

Roschk, H., & Große, S. (2013). Talking about films: Word-of-mouth behavior and the network of success determinants of motion pictures. Journal of Promotion Management, 19(3), 299–316. https://doi.org/10.1080/10496491.2013.770810

Soelasih, Y., & Sumani, S. (2021). The effect of word-of-mouth on purchase intention: A case study of low-cost carriers in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 433–440.

Stefanny, G., Heri Pratikto, & Agus Hermawan. (2022). The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(2). https://doi.org/10.55227/ijhess.v2i2.278

Sudirjo, F. (2023). Faktor-faktor yang mempengaruhi perilaku pembelian konsumen secara lintas budaya. Jurnal Ekonomi Dan Kewirausahaan West Science, 1(03), 207–215. https://doi.org/10.58812/jekws.v1i03.526

Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth (eWOM) on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85073781588&partnerID=40&md5=3e79805e1cc700cc4a68d377a2fce987

Töllner, A., & Woisetschläger, D. M. (2016). Antecedents of Word-of-Mouth: An Examination of Consumer- and Sector-Level Effects. In C. Campbell & J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science (pp. 838–838). Springer. https://doi.org/10.1007/978-3-319-24184-5_202

Van Hoye, G., & Lievens, F. (2009). Tapping the grapevine: A closer look at word-of-mouth as a recruitment source. The Journal of Applied Psychology, 94, 341–352. https://doi.org/10.1037/a0014066

Vinh, T. T., Thanh, T. B., Ngan, N. H., & Phuong, T. T. K. (2021). The impact of word of mouth on brand equity: A case study from the sportswear market in Vietnam. International Journal of Economics and Business Research, 21(3), 411. https://doi.org/10.1504/IJEBR.2021.114380

Wiska, M., Resty, F., & Fitriani, H. F. (2022). Analisis content marketing dan electronic word of mouth (E-WOM) terhadap keputusan pembelian generasi Z pada media sosial Tik-Tok (Studi kasus generasi Z Kabupaten Dharmasraya). Manajemen Dewantara, 6(2), 153–162. https://doi.org/10.26460/md.v6i2.12524

Zhang, H., Yuan, X., & Song, T. H. (2020). Examining the role of the marketing activity and eWOM in the movie diffusion: The decomposition perspective. Electronic Commerce Research, 20(3), 589–608. https://doi.org/10.1007/s10660-020-09423-2