The Influence of Brand Recall, Brand Recognition, and Attitude to Brand on Purchase Intention: A Study of Shopee COD Ads Targeting Generation Z
DOI:
https://doi.org/10.53748/jmis.v3i2.57Keywords:
Brand Recall, Brand Recognition, Attitude to Brand, Purchase Intention, Generation Z, Shopee COD, Digital AdvertisingAbstract
Purposes - The purpose of this research is to analyze the influence of Brand Recall, Brand Recognition, and Attitude to Brand on Purchase Intention among Generation Z consumers. The study focuses on the effectiveness of Shopee COD advertisements and how these brand-related factors shape consumer purchasing decisions in the context of digital advertising. Methodology - This study employs a quantitative research method using a correlational design. Data was collected through questionnaires distributed to 50 respondents, followed by data analysis using SmartPLS 3.0. Hypothesis testing was conducted using the bootstrapping method to assess the significance of relationships between variables. Findings - The research findings reveal that Brand Recall and Brand Recognition do not significantly influence Purchase Intention. However, Attitude to Brand has a significant and positive impact on Purchase Intention, indicating that consumers' favorable attitudes toward a brand are key drivers of their purchasing decisions. Novelty - This study contributes to the literature by providing a deeper understanding of the specific role that Attitude to Brand plays in influencing Purchase Intention in the context of digital advertising targeted at Generation Z. The findings challenge the traditional emphasis on brand recall and recognition, suggesting that attitude plays a more pivotal role in modern advertising strategies. Research Implications - The results suggest that businesses should focus on cultivating positive brand attitudes rather than solely relying on brand recall and recognition to influence purchase intentions. This research provides practical insights for marketers and advertisers, particularly those targeting Generation Z, on the importance of building strong emotional connections with consumers to enhance brand engagement and drive sales.
Downloads
References
(Vol. 8, Issue 2, pp. 1–4). Cogitatio Press. https://doi.org/10.17645/mac.v8i2.3044
Agárdi, I., & Alt, M. A. (2022). Do digital natives use mobile payment differently than digital immigrants? A comparative study between generation X and Z. Electronic Commerce
Aliu, I. (2022, December 4). Online Shopping Is the Future of Retail. The Good Men Project.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Ayuni, R. F. (2019). The online shopping habits and e-loyalty of gen z as natives in the digital era. Journal of Indonesian Economy and Business, 34(2), 168–184.
Bacon, D. R., Sauer, P. L., & Young, M. (1995). Composite Reliability in Structural
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69– 94. https://doi.org/10.1108/SJME-09-2018-0042
Childers, C., & Boatwright, B. (2021). Do Digital Natives Recognize Digital Influence? Generational Differences and Understanding of Social Media Influencers. Journal of Current Issues and Research in Advertising, 42(4), 425–442.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
education of young people. Technology in Society, 65. https://doi.org/10.1016/j.techsoc.2021.101565
Educational experiences with Generation Z. International Journal on Interactive Design and Manufacturing, 14(3), 847–859. https://doi.org/10.1007/s12008-020-00674-9
Equations Modeling. Educational and Psychological Measurement, 55(3), 394–406. https://doi.org/10.1177/0013164495055003003
Fu, H., Manogaran, G., Wu, K., Cao, M., Jiang, S., & Yang, A. (2020). Intelligent decision- making of online shopping behavior based on internet of things. International Journal of Information Management, 50, 515–525. https://doi.org/10.1016/j.ijinfomgt.2019.03.010
Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884–897. https://doi.org/10.1002/cb.1893
Harms, B., Bijmolt, T. H. A., & Hoekstra, J. C. (2017). Digital Native Advertising:
Harms, B., Bijmolt, T. H. A., & Hoekstra, J. C. (2019). You don’t fool me! Consumer perceptions of digital native advertising and banner advertising. Journal of Media Business Studies, 16(4), 275–294. https://doi.org/10.1080/16522354.2019.1640517
Hernandez-de-Menendez, M., Escobar Díaz, C. A., & Morales-Menendez, R. (2020).
https://doi.org/10.1007/s11747-019-00695-1
https://doi.org/10.1016/j.eap.2019.08.004
https://doi.org/10.1080/00913367.2018.1556138
https://doi.org/10.1080/10641734.2020.1830893
https://doi.org/10.1080/21639159.2020.1808812
https://doi.org/10.1177/0972150919880128
Journal of Marketing for Higher Education, 32(1), 113–137. https://doi.org/10.1080/08841241.2020.1834486
Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341. https://doi.org/10.1080/02650487.2019.1642015
Lestari, D. (2019). Measuring e-commerce adoption behaviour among gen-Z in Jakarta, Indonesia. Economic Analysis and Policy, 64, 103–115.
Liu-Thompkins, Y. (2019). A Decade of Online Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, 48(1), 1–13.
media marketing: a new marketing channel among digital natives in higher education?
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 31(1), 10–29.
Organizational Research Methods, 25(1), 6–14. https://doi.org/10.1177/1094428120968614
Practitioner Perspectives and a Research Agenda. Journal of Interactive Advertising, 17(2), 80–91. https://doi.org/10.1080/15252019.2017.1357513
Ravi Kumar. (2018). Scale for Advertising Effectiveness: A Study on Traditional and Interactive Advertisements as Per the Lavidge and Steiner Model. Indian Journal of Commerce & Management Studies, IX(1), 53. https://doi.org/10.18843/ijcms/v9i1/08
Research. https://doi.org/10.1007/s10660-022-09537-9
Rönkkö, M., & Cho, E. (2022). An Updated Guideline for Assessing Discriminant Validity.
Salaverría, R. (2020). Exploring digital native news media. In Media and Communication
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Sayedi, A., Jerath, K., & Srinivasan, K. (2014). Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising. Marketing Science, 33(4), 586–608. https://doi.org/10.1287/mksc.2013.0838
Schultz, D. (2016). The Future of Advertising or Whatever We’re Going to Call It. Journal of Advertising, 45(3), 276–285. https://doi.org/10.1080/00913367.2016.1185061
Scolari, C. A. (2019). Beyond the myth of the “digital native”: Adolescents, collaborative cultures and transmedia skills. Nordic Journal of Digital Literacy, 14, 164–174. https://doi.org/10.18261/ISSN.1891-943X-2019-03-04-06
Smith, K. T. (2019a). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67–80. https://doi.org/10.1080/0965254X.2017.1384043
Smith, K. T. (2019b). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67–80. https://doi.org/10.1080/0965254X.2017.1384043
Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the
Thangavel, P., Pathak, P., & Chandra, B. (2022). Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis. Global Business Review, 23(3), 710–728.
Wong Qi Ming, B., Yazdanifard, R., Qi Ming α, W., & Yazdanifard σ, R. (2014). Native Advertising and its Effects on Online Advertising.
Wong, L. W., Tan, G. W. H., Hew, J. J., Ooi, K. B., & Leong, L. Y. (2022). Mobile social
Zulfiqar Bin-Tahir, S., Amri, M., Nagauleng, A. M., Diniaty, A., & Hajar, I. (2019). The Social Media Use For Digital Natives: Parenting Model Of Muslim Cleric Families. International Journal of Scientific & Technology Research, 8(11). www.ijstr.org
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Multidisciplinary Issues
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 (CC 4.0) 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.
