Affinity of Gen Z and Gen Y towards DTC brands: Role of online review and ratings and recommendation

This study aimed to analyze the factors that influence brand loyalty, and the role of brand trust as an intervening variable in E-Commerce users. Two hundred and fifty (250) respondents participated in the sample data collection. The results of this study found that brand trust and brand image did not affect brand trust. Brand positioning, customer satisfaction, and brand awareness had a significant effect on brand trust. And, brand trust had a significant effect on brand loyalty.

Purpose: To explore the influence of Social Media Marketing (SMM) on consumer Purchase Intention in the Indonesian beauty industry, with the mediation role of Brand Awareness, Brand Image, and Brand Trust. Method: A quantitative approach with purposive sampling on 270 active users of TikTok and Instagram in Tasikmalaya, especially Generation Z and Y. Data was analyzed using SEM with AMOS 26. Results: The results of the study show that Social Media Marketing has a significant effect on Brand Awareness, Brand Image, and Brand Trust. However, only Brand Image and Brand Trust have a direct influence on Purchase Intention, while Brand Awareness and Social Media Marketing do not have a direct effect on Purchase Intention. Findings: Purchasing Intentions are influenced more by Brand Image and Brand Trust than by Brand Awareness. Novelty: This study highlights the important role of Brand Image and Brand Trust in influencing Purchase Intention through Social Media Marketing in the Indonesian beauty industry. Originality: This research fills in the gaps in marketing literature by focusing on the interaction between Brand Awareness, Brand Image, and Brand Trust in shaping purchasing Intentions through Social Media Marketing in the Indonesian beauty industry. Conclusions: To increase Purchase Intention through Social Media Marketing (SMM), beauty brands in Indonesia need to focus their efforts on strengthening Brand Image and Brand Trust, while Brand Awareness plays a role as the first step in building relationships with consumers. Type Of Paper : Empirical Research Paper

The growth of the local cosmetics industry in Indonesia has shown significant growth in recent years, especially among Generation Z. This study aims to analyze the influence of brand awareness and brand trust on purchasing decisions for local cosmetic products, with brand attitude as a mediating variable. The research method uses a quantitative approach with an online survey of 164 Generation Z respondents who have purchased local cosmetics. Data analysis uses Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that brand awareness and brand trust have a significant positive effect on brand attitude. Brand attitude also has a significant effect on purchasing decisions. In addition, brand attitude is proven to mediate the influence of brand awareness and brand trust on purchasing decisions. These findings emphasize the importance of brand strengthening strategies to build positive consumer attitudes as a basis for forming purchasing decisions.

Brand trust is one of the ways that enterprises do to influence consumers' attitude towards their own brand, while public service marketing can effectively show the positive image of enterprises, to improve consumers' high trust in enterprises or their products. This paper uses a variety of research methods to carry out this study, The statistics reveals that:(1) Public welfare promotes its positive effect on brand attitudes, brand trust; (2) Social marketing has positive impact on consumer attitudes towards brand awareness and brand trust; (3) Consumer awareness of their products (services) relates positively to brand awareness, attitude and attitudes; (4) Welfare marketing has positive relationship with consumer brand awareness, brand attitudes and brand trust; (5) Brand awareness attitude and emotional attitude are correlated positively to increase consumers' confidence to brand. The results show that most consumers have a relatively high brand trust in the enterprises that use public service marketing. Combined with the previous research done by scholars finally combined with the actual situation to put forward corresponding management and suggestions for enterprises.

To counter the negative effects of a product-harm crisis, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers’ lost trust. We study how advertising influences consumers’ brand attitude and brand trust for crisis brand. Most theories assume that the new attitude replaces the former one; but some scholars argue that a new attitude can override, but not replace, the old one, resulting in dual attitudes. They suggest two different evaluations of the same attitude toward the object: an implicit attitude and an explicit attitude. Based on the Dual-Attitude Model, we proposed the research hypotheses that the advertising appeal mode and the advertising penetrating degree would influence consumer’s implicit brand attitude and explicit brand attitude differently; the brand attitude would affect the brand trust. Random sampling and intentional sampling were used with a group of university students, all of whom knew which was the noncrisis milk brand and which milk brand had been affected by the Melamine Events. The sample included 200 students who represented the consumer. They were assigned randomly either to the experimental groups or control group. The sample excluded subjects who omitted items in the explicit brand attitude and brand trust questionnaire and had an error rate of IAT equal to or higher than 20%. All analyses reported here involve the remaining 158 participants. The advertising interventions were used in the experimental groups, but not in the control group. A pretest-posttest design was used for both experimental group and control group. A 2×2 factorial between-subjects design was implemented within the experimental groups. Techniques included in the SPSS statistical package were to analyze the responses of the subjects to the questionnaire and the IAT, specifically ANOVA, and Multiple Regression Analysis. The results of the experiments indicated the following: (a) In the Melamine Events context, the negative implicit attitude to the crisis brand and the positive implicit attitude to the high quality brand were formed by subjects; (b) In some senses, a positive impact on consumer’s implicit brand attitude was made by the advertising intervention, however, a significant impact on consumer’s explicit brand attitude and brand trust was made; (c) Higher positive explicit attitude to crisis brand would be more driven by the high penetrating advertising than by the low penetrating advertising, also, it would be driven more by rational appeal advertising than by emotional appeal advertising. (d) There is an interaction on implicit brand attitude between the advertising penetrating degree and the mode of advertising appeal. (e) Brand trust would be driven by the dual brand attitudes. Base on this study, we suggested the managers of companies that they should use advertising intervention to change consumer’s attitude to the crisis brand reasonably, they should pay attention not only to the explicit brand attitude but also to the implicit brand attitude. Meanwhile, the study suggested that brand managers should master techniques of advertising according to the psychological rules of the consumer.

Marketing management is the science of selecting target markets and achieving and retaining them by creating and delivering superior consumer value, thus creating purchasing decisions for consumers. This study aims to find out how the influence of Brand Trust, Brand Awareness, and Brand Positioning on the Purchase Decisions of Honda Brand Motorcycles in Muhammadiyah University Ponorogo Students partially or simultaneously. The sample is a consumer of a Honda brand motorbike at Muhammadiyah University Ponorogo students who make purchases; sampling uses an accidental sampling technique and a sample of 96 respondents. The testing stages used in this study were instrument testing, multiple linear regression analysis, coefficient of determination test, and hypothesis testing. This research produces a partial test (t) which is as follows Brand Trust (X1) = 0.004, Brand Awareness (X2) = 0.001, and Brand Positioning (X3) = 0.000, while the test results (F) show a significant level of 0.000. Brand Trust, Brand Awareness, and Brand Positioning partially or simultaneously positively and significantly influence the Purchase Decision of Honda Brand Motorcycles at Muhammadiyah University Ponorogo Students.

With growing competition within recreational tourism based on natural resources, brand construction has become the main way to obtain a competitive advantage. Based on tourism with natural resources, tourist brand recognition and brand attitude were explored. In total, 450 tourists were invited to answer questionnaires about brand recognition, perceived quality and brand loyalty regarding recreational tourism for natural resources,and eight recreational tourism places were chosen as examples. With 328 valid tourist questionnaires conducted in Beijing, SEM(structural equation models) were used to test relationships between brand recognition,perceived quality and brand loyalty. All variables were measured by Likert- 7 scales with mature scales as references. We found that brand awareness and reputation do not have a positive impact on brand loyalty for natural resource recreational tourism. Brand awareness has a negative impact on perceived quality and brand trust. Brand reputation has a negative impact on tourist perceived quality and brand trust. Brand awareness can indirectly reduce brand loyalty through brand trust. Brand awareness and brand reputation have no significant impact on brand loyalty via perceived quality. We conclude that brand recognition does not impact the brand loyalty of natural resource recreational tourism significantly because two dimensions of brand recognition do not positively impact brand loyalty. Further, perceived quality and brand trust cannot result in brand loyalty.Traditional brand theory cannot explain brand phenomena within natural resource recreational tourism, and innovation is required for brand construction across natural resource recreational tourism.

Urban consumer trust in safe vegetables in Vietnam: The role of brand trust and the impact of consumer worry about vegetable safety

This study will look at the extent to which Avoskin products can form positive brand awareness, perceived quality, and brand trust in the minds of consumers, and how this affects purchase intentions for brands that have been marketed. This study involves all individuals who intend to make purchases on Avoskin skincare products as a population. Based on the results of the analysis, it is known that the Brand Awareness variable has a positive effect on Brand Trust, the results of Perceived Quality also have a positive effect on Brand Trust, and Brand awareness has no positive effect on Purchase Intention, then Perceived Quality has a positive effect on Purchase Intention, then Brand trust has a positive effect on purchase intention, and there is Brand Awareness has no influence on Purchase Intention through Brand Trust. The final finding is that Perceived Quality does not have a positive influence on Purchase Intention through Brand Trust. The purposive sampling technique was used for sample selection in this study so that the number of respondents taken as samples was 130 using the SEM analysis method. These criteria include individuals who already know Avoskin skincare products, aged at least 17 years. The managerial implications of this research are expected to build Avoskin skincare for the better that brand awareness, perceived quality, and brand trust significantly affect purchase intention, Avoskin skincare companies can improve their marketing strategies to increase brand awareness, perceived quality, and consumer trust, which in turn can increase sales of their products.

The rapid growth of Tomorro Coffee in Indonesia, especially in the Seminyak area, occurs amidst high consumer digital activity influenced by online reviews and content marketing. This study aims to examine the influence of Negative Electronic Word of Mouth (Negative E-WOM) and Content Marketing on Repurchase Intention with Brand Trust as a mediating variable. This study focuses on Tomoro Coffee Seminyak consumers who are actively involved in digital interactions and have made repeat purchases. A quantitative approach was used in this study using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method to analyze the relationship between variables. The results show that Negative E-WOM and Content Marketing have a significant effect on Brand Trust and Repurchase Intention. In addition, Brand Trust is proven to have a significant effect on Repurchase Intention and mediates the relationship between Negative E-WOM and Content Marketing on Repurchase Intention. Overall, these findings indicate that consumers' repeat purchase decisions are more influenced by digital perceptions and their level of trust in the brand than by offline experience factors alone. The implications of this research emphasize that companies need to strengthen their digital communication strategies and manage consumer trust to increase repeat purchase intentions.

Background: The frozen food industry in Indonesia is experiencing rapid growth owing to changing lifestyles, increasing digital access, and consumer demand for convenience. However, Dapur Tembem, a local SME, has faced a sharp decline in sales, despite these opportunities.Purpose: This study examined the influence of brand awareness, perceived price, electronic word of mouth (e-WoM), and resellers on purchase behavior, with brand trust serving as a mediating variable. The goal was to generate practical marketing recommendations to support sales recovery.Design/methodology/approach: A quantitative approach was used with structural equation modeling partial least squares (SEM-PLS) on survey data collected from 120 consumers selected through purposive sampling. Respondents met the following specific criteria: they had purchased and consumed Dapur Tembem frozen food products at least twice, with their most recent purchase occurring no later than October 2024.Findings/Result: Brand trust is the most influential factor in driving purchase behavior and mediates the effects of perceived price, e-WoM, and resellers. e-WoM directly affects purchase behavior, whereas brand awareness does not have a significant impact.Conclusion: Consumers perceive fair pricing, reseller credibility, and online recommendations as the key drivers of trust and purchase intent. These results suggest that Dapur Tembem should focus on strengthening brand trust through strategic pricing, reseller optimization, and digital engagement.Originality/value (State of the art): This study offers new insights into the role of brand trust and resellers in influencing consumer behavior, especially in the context of SMEs in Indonesia’s frozen food sector, with Instagram identified as the most effective engagement platform. Keywords: brand trust, electronic word of mouth, perceived price, purchase behavior, reseller

<em>This research aims to examine the factors that influence the purchase intention of electric cars or battery electric vehicles (BEV). This research describes the development of purchasing interest and the attraction of Indonesian people towards electric cars. The research method used in this research was Smart PLS, with a total of 242 respondents, the sample of which was Indonesian people who have an interest in buying electric car products in Indonesia. The data collection technique used in this research was a questionnaire. The data analysis technique used was Smart PLS. The research results showed that brand awareness, brand image, social media marketing, and electronic word of mouth had a significant positive effect on brand trust, brand trust had a significant positive effect on purchase intention, brand image had a significant effect on purchase intention with brand trust as the mediation. However, perceived quality had no significant positive effect on brand trust. This research was one of the few studies discussing electric cars in Indonesia, focusing on factors that influence purchase intention, with brand trust as a mediator.</em>

This study examines the influence of brand awareness and brand image on brand trust and customer loyalty in Ganesha Bospom Workshop in Malang at Ganesha Bengkel Bospom Malang. The research aims to analyze how brand awareness and brand image contribute to building brand trust and how brand trust affects customer loyalty in a local automotive service business. This study employs a quantitative explanatory research design. Data were collected through a structured questionnaire distributed to 74 loyal customers of Ganesha Bengkel Bospom Malang and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that brand awareness and brand image have a positive and significant effect on brand trust. Furthermore, brand trust has a positive and significant effect on customer loyalty and is proven to mediate the relationship between brand awareness and brand image on customer loyalty. These findings suggest that customer loyalty is not solely formed by brand perceptions, but is strongly influenced by the level of trust customers place in the brand. Practically, the findings provide important implications for service-based businesses, particularly in the automotive service industry, to focus on building brand awareness and brand image as a foundation for strengthening customer trust and achieving long-term customer loyalty

By using the TRA perspective, this study aims to analyze the influence of brand image, brand awareness, celebrity endorsement, eWOM, and perceived quality on the purchase intention of generation z towards Korean skin care brands, mediated by brand trust. The study uses a quantitative cross-sectional method and analyzes data using Smart PLS-SEM, which is suitable for more complex models. The results show that the relationship between brand image, celebrity endorsement, brand awareness, and perceived quality towards brand trust are significantly positive impact and brand trust successfully mediated brand image, celebrity endorsement, brand awareness and perceived quality on purchase intention. Meanwhile, eWOM do not have significant impact on brand trust.

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM). The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.