The Influence of Brand Image and Social Media Information on Purchase Intention Through Perceived Value

Abstract

The aim of this study is to explore brand image and social media information on purchase intention through perceived value related to gaming smartphone purchase intention. The data collection taken from 150 respondents with the criteria are the consumers of smartphone gaming products who lives in West Jakarta, Indonesia and being active social media users in the last six months. Purposive method sampling is used for data collection. The finding is brand image has an influence on social media information. Then, Brand image and social media information have a positive influence on perceived value and purchase intention. Perceived value also has positive influence on purchase intention. The managerial implication of this research is companies can develop information that aligns with their brand image. Then, companies should pay attention to information such as reviews and testimonials. Finally, companies must innovate to create products that have great value and a strong brand image in order to increase purchase intention.