Influence of Personalized Product Recommendation, Online Review Stimuli, and Customer Brand Identification on Purchase Intention (Case Study on Bukalapak Consumers in Semarang)
DOI:
https://doi.org/10.32497/jobs.v9i1.4819Keywords:
Personalized Product Recommendation, Online Review Stimuli, Customer Brand Identification, Purchase IntentionAbstract
This study aims to analyze the influence of personalized product recommendation, online review stimuli, and customer brand identification on purchase intention of Bukalapak consumers in Semarang. Data collection method was non probability sampling with 100 people of Bukalapak consumers in Semarang. The analysis technique used in this research were vailidity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, linearity test, multiple linear regression, T test, F test and coefficient of determination. The data in this study were analyzed through SPSS 25. The analysis shows that personalized product recommendation (X1), online review stimuli (X2), and customer brand identification (X3) have a significant effect on purchase intention of Bukalapak consumers in Semarang. This research is expected to be a solution to determine the right marketing strategy in facing competition in the marketplace industry in Indonesia by applying personalized product recommendation, online review stimuli, and customer brand identification to increase purchase intention on BukalapakReferences
Ampadu, S., Jiang, Y., Debrah, E., Antwi, C. O., Amankwa, E., Gyamfi, S. A., & Amoako, R. (2022). Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis. Journal of Retailing and Consumer Services, 64, 102789.
APJII, A. P. J. I. I. (2020). Laporan Survei Internet APJII 2019-2020 Q2.
Basu, S. (2021). Personalized product recommendations and firm performance. Electronic Commerce Research and Applications, 48, 101074. doi:https://doi.org/10.1016/j.elerap.2021.101074
Bukalapak.com. (2022). Tentang Bukalapak. Retrieved from https://www.bukalapak.com/about
Büyükdağ, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59, 102420.
Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics.
Fazli Salehi, R., Azadi, M., Torres, I., & Zúñiga, M. (2020). Antecedents and Outcomes of Brand Identification with Apple Products among Iranian Consumers. Journal of Relationship Marketing, 20, 1-21. doi:10.1080/15332667.2020.1755948
Hanifah, N., & Wulandari, R. (2021). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, RATINGS, AND BRAND IMAGE OF MILLENNIAL E-COMMERCE CONSUMERS IN INDONESIA ON PURCHASE DECISIONS WITH TRUST AS A MEDIATOR. The International Journal of Business and Management Research, 5.
indopremier.com. (2021). 70 Persen Transaksi E-commerce di Indonesia Berasal dari Lima Kota Besar. Retrieved from https://www.indopremier.com/ipotnews/newsDetail.php?jdl=70_Persen_Transaksi_E_commerce_di_Indonesia_Berasal_dari_Lima_Kota_Besar&news_id=135528&group_news=IPOTNEWS&taging_subtype=TELCO&name=&search=y_general&q=bukalapak,%20marketplace,%20&halaman=1
Iprice.co.id. (2022). Peta E”‘Commerce Indonesia. Retrieved from https://iprice.co.id/insights/mapofecommerce/
Kawa, A., & Wałęsiak, M. (2019). Marketplace as a key actor in e-commerce value networks. doi:10.17270/J.LOG.2019.351
Mumuni, A. G., Lancendorfer, K. M., O”™Reilly, K. A., & MacMillan, A. (2019). Antecedents of consumers”™ reliance on online product reviews. Journal of Research in Interactive Marketing, 13(1), 26-46. doi:10.1108/JRIM-11-2017-0096
P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383. doi:10.1108/JPBM-09-2013-0394
Padhy, S. K., & Sawlikar, R. (2018). The role of brand equity and brand awareness on consumers”™ purchase intention. International Journal of Business and Management Invention, 7(1), 12-16.
Schreiner, T., Rese, A., & Baier, D. (2019). Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels. Journal of Retailing and Consumer Services, 48, 87-99. doi:https://doi.org/10.1016/j.jretconser.2019.02.010
Sucorsekuritas.com. (2022). Equity Result Bukalapak.com. Retrieved from https://www.sucorsekuritas.com/id/products/research
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).