Abstract:
Purpose - This study aims to examine the influence of advertising, influencer
reviews, and online customer reviews on consumers' purchase intention of Apple
products, with brand image as a mediating variable.
Methodology - This research used a quantitative approach. Data were collected
from 116 respondents who had been exposed to Apple advertisements, influencer
reviews, or online customer reviews on social media or e-commerce platforms. The
sampling technique used was purposive sampling, and the data were analyzed using
Partial Least Square - Structural Equation Modeling (PLS-SEM) with SmartPLS 4.
The variables studied include advertising, influencer reviews, online customer
reviews, brand image, and purchase intention.
Findings - The results show that advertising and online customer reviews have a
significant and positive effect on purchase intention. However, influencer review
does not have a significant direct impact. Furthermore, brand image is proven to
mediate the relationship between advertising and online customer reviews towards
purchase intention and also mediates the indirect effect of influencer reviews.
Originality Values - The novelty of this study lies in integrating three digital
marketing elements-advertising, influencer review, and online customer review-
while also examining the mediating role of brand image in the context of Apple
products. This study provides insight into how digital marketing strategies can be
optimized to strengthen brand image and drive consumer purchase intention,
particularly in the premium gadget segment.
