THE EFFECT OF ADVERTISING, INFLUENCER REVIEW, AND ONLINE CUSTOMER REVIEW ON PURCHASE INTENTION OF APPLE PRODUCTS WITH BRAND IMAGE AS A MEDIATING VARIABLE

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.