How image and trust determine preference: The case of Kaskus, OLX, and Tokopedia

Article Sidebar

Published: Mar 6, 2022
Keywords:
Brand image, brand trust, brand preference, community-based e-commerce, classified advertising, marketplace

Main Article Content

Authors

Shannen Bonfilio
Account Executive at PT. Redpod Indonesia

Issue
Vol. 29 No. 1 (2022): January - June Edition (In Press)

Section
Research Articles

Author Biography

Shannen Bonfilio, Account Executive at PT. Redpod Indonesia

Shannen Bonfilio is an experienced account executive in PT Redpod Indonesia. Her passion for marketing strategy drives her. She takes pride in providing innovative promotional products to clients. She can add value by working closely with her customers by executing the clients’ marketing programs and campaigns seamlessly. She has been helping numerous brands integrate their marketing plans and goals by infusing fresh and innovative ideas with proven, cost-effective solutions. In addition to her primary job functions, she has enjoyed her community life to inspire young people in spiritual and self-development.

Article Details

How to Cite
Bonfilio, S. (2022). How image and trust determine preference: The case of Kaskus, OLX, and Tokopedia. Jurnal Ekonomi Perusahaan, 29(1), 31–50. https://doi.org/10.46806/jep.v29i1.839

Abstract

The influence of brand image and trust on purchasing behavior has been widely studied. However, there is still little that connects it to brand preferences, especially in the context of different e-commerce platforms. This study investigates the effect of brand image and trust on e-commerce website preferences on three platforms: community-based Kaskus, classified advertising OLX, and marketplace Tokopedia. For this reason, the author recruited 219 respondents aged 17-60 years with junior high school education and above who made one of the three e-commerce platforms their favorite shopping sites. Data analysis using linear regression and path analysis shows that brand image and brand trust directly affect Kaskus and Tokopedia. In OLX, only brand trust affects brand preference. In addition, the brand image also affects brand preference for Kaskus and Tokopedia, while OLX does not. There are indications that brand image and brand trust work in relative terms. Future research could examine this indication.


Original Document | Turnitin Plagiarism Check

References

Aaker, D.A. (1991). Managing Brand Equity. The Free Press.

Ahmed, Z. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5, 306-326.

Akbar, A. R., & Harryadin, M. (2013). Pengaruh Brand Alliance terhadap Brand Equity, Brand Preference, dan Purchase Intention pada Industri Laptop [Undergraduate paper]. The University of Indonesia. Retrieved from http://lib.ui.ac.id/naskahringkas/201604/S46975-Andi%20Ramadhani% 20Akbar.

Ardhanari, M. (2008). Customer satisfication: Pengaruhnya terhadap brand preference dan intention private. Jurnal Riset Ekonomi dan Bisnis, 8(2), 28-69.

Deheshti, M., Firouzjah, J.A., & Alimohammadi, H. (2016). The relationship between brand image and brand trust in sporting goods consumers. Annals of Applied Sport Science, 4(3): 27-34. Retrieved from https://aassjournal.com/article-1-346en.pdf.

Betan, W. (2021). Tokopedia vs Bukalapak: Which one do you prefer? The efficacy of benefits spread. Jurnal Ekonomi Perusahaan, 28(1), 19–32. https://doi.org/10.46806/jep.v29i1.817

Delgado, E., & Munuera, J.L. (2001). Brand trust in the context of customer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/EUM0000000006475

Delgado, E, & Munuera, J.L. (2005). Does brand trust matter to brand equity. Journal of Product and Brand Management, 14(3), 187-196.

Dewi, C. (2009). Analisis Pengaruh Brand Image terhadap Brand Trust serta Dampaknya terhadap Brand Loyalty Kartu Provider Esia di Wilayah Tangerang [Undergraduate student paper]. Universitas Bina Nusantara. Retrieved from http://library.binus.ac.id/Collections/eth esis_ detail.aspx?ethesisid=2009100332 -MN.

Faircloth, J.B. (2005). Factors influencing nonprofit resource provider support decisions: Applying the brand equity concept to nonprofits. Journal of Marketing Theory and Practice, 13(3), 1-15. https://doi.org/10.1080/10696679.2005.11658546

Fongana, A. (2009). Pengaruh brand prefence tTerhadap repeat purchase pada produk shampo anti ketombe Clear for Man di Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1-11. Retrieved from http://dewey.petra. ac.id/catalog/ft_ detail.php?knokat=21648.

Gecti, F., & Zengin, H. (2013). The relationship between brand trust, brand affect, attitudinal loyalty and behavioral loyalty: A field study towards sports shoe consumers in Turkey. International Journal of Marketing Studies, 5(2), 111-119.

Glover, S., & Bensabat, I. (2014). A comprehensive model of perceived risk of e-commerce transactions. International Journal of Electronic Commerce, 15(2), 47-78. https://doi.org/10.2753/JEC1086-4415150202

Goentomo, Yoseph Reynaldi. (2017). Pengaruh Price Discount dan Persepsi Kualitas Produk Pakaian Terhadap Minat Belanja (Shopping Intention) Pakaian di Mall Golden Truly Jakarta [Undergraduate student paper]. Institut Bisnis dan Informatika Indonesia.

Haerulah, E., & Ismiyatih, S. (2017). Aplikasi e-commerce penjualan souvenir pernikahan pada toko “XYZ”. Jurnal Prosisko, 4 (1), 43-47.

Halim, B.C., Dharmayanti, D., & Brahmana, R. (2014). Pengaruh brand identity terhadap timbulnya brand preference dan repurchase intention pada merek Toyota. Jurnal Manajemen Pemasaran, 2(1): 1-11. Retrieved from https://media.neliti.com/media /publications/132415-ID-none.pdf.

Hellier, P. K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800.

Hsieh, M. H., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270.

Indiani, N., Rahyuda, I., Kertiyasa, N., & Sukaatmaja, I. (2015). Perceived risk and trust as major determinants of actual purchase: Transcending the influence of intention. ASEAN Marketing Journal, 7(1), 2015, 1-13. https://doi.org/10.21002/amj.v7i1.4601

Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice-Hall., Inc.

Kenny, D.A. (2021). Mediation. Retrieved from https://davidakenny.net/cm/mediate.htm

Khoza, K., & Harjati, L. (2012). Analisis brand trust dan brand loyalty konsumen Garuda Indonesia. Jurnal Ilmiah Widya. Retrieved from http://ww38.e-journal.jurwidyakop3.com/index.php/majalah-ilmiah/article/view/29.

Kotler, P., & Keller, K.L. (2016). Marketing Management. 15th ed. Pearson.

Lau, G.T., Lee, S.H. (1999). Consumers' Trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341–370. https://doi.org/10.1023/A:1009886520142

Li, D., Browne, G., & Chau, P. (2006). An empirical investigation of website users using a commitment-based model. Decision Sciences, 37, 427–444.

Ling, K.C., Chan, L.T., Piew, T.H. (2010). The Effects of shopping orientations, online trust and prior online purchase experience toward customers online purchase intention. International Business Research, 3(3), 63-76.

Lolowang, A., & Adeline, P. The impact of brand trust and brand affect on brand loyalty at Pond’s Skin Care Manado. Jurnal EMBA, 2(1):142-149. Retrieved from https://ejournal.unsrat.ac.i d/index. php/emba/article/view/3575

Martenson, R. (2007). Corporate brand image and store loyalty: A study of the store as a brands and manufacture brands. International Journal of Retail & Distribution Management, 35, 544-555.

Mohan. R.P., & Ananth, S. (2016). Brand preferences of newspapers-Factor analysis approach. Research Journal of Economics and Business Studies, 5(11). Retrieved from https://ssrn.com/abstract=2840102

Laudon, K. C., & Laudon, J.P. (2014). Management Information Systems. Managing the Digital Firm. 13th Edition. Prentice-Hall.

McNally, David and Karl D Speak. (2004). Be Your Own Brand. BerrettKoehler Publisher, Inc.

Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271–288. https://doi.org/10.2307/3152199

Rangkuti, F. (2015). Riset Pemasaran. Jakarta: PT Gramedia Pustaka Utama.

Revanto, R.A. (2016). Pengaruh Persepsi Konsumen tentang Brand Communication terhadap Brand Trust pada Brand Smartfren di Kota Surabaya [Undergraduate student paper]. Brawijaya University. Retrieved from https://www.researchgate.net/profile/Reza_Revanto/publication /309563204

Sari, N. P., & Widowati, R. (2014). Hubungan antara kesadaran merek, kualitas persepsian, kepercayaan merek dan minat beli produk hijau. Jurnal Manajemen dan Bisnis, 5(1): 60-79. Retrived from http://journal.umy.ac.id/ index.php/mb/article/view/629/783.

Schiffman, L., Kanuk, L. & Hansen, H. (2012). Consumer Behaviour. Harlow, England: Pearson Financial Times/Prentice Hall

Serfiani, C.Y., Purnomo, S.D., & Hariyani, I.. (2013). Buku Pintar Bisnis Online dan Transaksi Elektronik. Jakarta: PT. Gramedia Pustaka Utama.

Shrimp, T. A. (2003). Periklanan Promosi dan Aspek tambahan Komunikasi Pemasaran Terpadu [Translated]. Jakarta: Erlangga

Simamora, B. (2003). Membongkar Kotak Hitam. Jakarta: PT. Gramedia Pustaka Utama.

Adiwidjaja, A., Husada, Z.J., & Taringan. (2017). Pengaruh brand image dan brand trust terhadap keputusan pembelian sepatu Converse. Jurnal AGORA, 5(3).

SimilarWeb. (2017). Traffic and Engagement. Retrived from https://pro.similarweb.com/#/website/tr affic-overview/tokopedia.com, kaskus.coid,olx.pl/*/999/3m?cate gory=no-category.

Ibnu Widiyanto, I., & Prasilowati, S.L. (2015). Perilaku pembelian melalui internet. Jurnal Manajemen dan Kewirausahaan, 17(2), 109-122. https://doi.org/10.9744/jmk.17.2.109-122

Wijaya, B.S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31):55-65.

Xu, B. & Yadav, S. (2003). Effect of online reputation services in electronic markets: A trust-based empirical study. Ninth Americas Conference on Information Systems. Texas Tech University, Texas.