Email the author 
Pengaruh Strategi Relationship Marketing Terhadap Brand Iphone Dengan Electronic Word Of Mouth Sebagai Variabel Mediasi Pada Generasi Z
(1) Universitas Muhammadiyah Karanganyar
(2) Universitas Muhammadiyah Karanganyar
(*) Corresponding Author
Abstract
This study aims to analyze the effect of relationship marketing on brand resonance for the iPhone brand, with electronic word of mouth serving as the mediating variable Generation Z consumers in Indonesia. In this era of rapid digital transformation, technology companies face the need to forge strong emotional bonds with the digital consumer generation. This study employed a quantitative method involving 195 respondents from the Greater Solo area, who were selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings show that relationship marketing significantly influences the creation of brand resonance and serves as a driver of electronic word of mouth. However, an interesting result shows that electronic word of mouth does not significantly influence brand resonance for high-equity brands such as the iPhone among Generation Z, nor does it prove to be a mediator. This fact underscores that for global premium brands, users’ direct experiences and personal relationships with the company play a far more dominant role in building brand attachment than digital opinions from fellow consumers on social media platforms.
Keywords
Full Text:
PDFReferences
Abdullah, F., & Suki, A. (2021). Driving Relationship Marketing Tactics towards Customer Loyalty Building : The Mediating Effect of Commitment and Trust. 10(1), 158–175. https://doi.org/10.6007/IJAREMS/v10-i1/9655
Afinia, S., & Tjahjaningsih, E. (2024). Customer Satisfaction’s Influence on Repurchase Intention in Indonesia’s E-commerce Sector. Jurnal Informatika Ekonomi Bisnis, 6, 634–639. https://doi.org/10.37034/infeb.v6i3.948
Albérico, R., & Joaquim A, C. (2023). Relationship Marketing and Customer Retention - A Systematic Literature Review. Studies in Business and Economics, 18(3), 44–66. https://doi.org/10.2478/sbe-2023-0044
Anshori, M. A. (2024). Pentingnya Membangun Kekuatan Brand Assosiation Sebagai Strategi Meningkatkan Loyalitas Pelanggan. GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal Dan Pembangunan, 10(3), 67–68.
Aulia Rahman, R. K. (2024). PENGARUH STRATEGI RELATIONSHIP MARKETING TERHADAP BRAND. 4(2), 1015–1026.
Ayu, I., Martini, O., History, A., Ayuk, K., & Oktavenia, R. (2024). Jurnal Ekonomi dan Bisnis Jagaditha Consumer ’ s Trust Social Media Marketing as a Moderation : Effect of Perceived Credibility of Product and Brand Resonance on Brand Consumer ’ s Trust Social Media Marketing as a Moderation : Effect of Perceived Credibility of Product and Brand Resonance on Brand Loyalty. 11(24).
Berry, L. L. (2014). Relationship Marketing of Services: Growing Interest, Emerging Perspectives. Handbook of Relationship Marketing, 23(4), 149–170. https://doi.org/10.4135/9781452231310.n6
Dr. Marissa Grace Haque-Fawzi, S.H., M. Hum., M.B.A., M.H., M., Dr. Ahmad Syarief Iskandar, SE., M., Dr. Heri Erlangga, S.Sos., M. P., Dr. Ir. H. Nurjaya., S. . M., & Denok Sunarsi, S.Pd., M. M. C. (2022). STRATEGI PEMASARAN Konsep, Teori dan Implementasi.
Ekonomi, M. (2022). Received: November 2021; Accepted: November 2021; Available online: January 2022. 37(1), 17–34.
Ellitan, L. (2024). The role of brand image , electronic word of mouth and customer satisfaction in building repurchase intention in e-marketplace The role of brand image , electronic word of mouth and customer satisfaction in building repurchase intention in e-marketplace. January. https://doi.org/10.30574/wjarr.2024.21.1.0189
Faridi, F., Curatman, A., & M. Siddiq, D. (2025). The Role of Experiential Marketing and Digital Marketing on Brand Loyalty with Electronic Word Of Mouth as a Mediating Variable. Journal Transnational Universal Studies, 3(2), 91–104. https://doi.org/10.58631/jtus.v3i2.151
Fiorentino, A. (2025). Beyond boundaries: a multidisciplinary approach to understand the relationship between customer satisfaction and behavior in services. Italian Journal of Marketing, 2025(1), 51–69. https://doi.org/10.1007/s43039-025-00108-y
Habib, S., Hamadneh, N. N., & Khan, M. A. (2021). Influence of electronic word of mouth (Ewom) and relationship marketing on brand resonance: A mediation analysis. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126833
Hair Jr, J. F. H., Matthews, L. M., Matthews, R. L., & Magdeburg, O. (2017). PLS-SEM or CB-SEM : updated guidelines on which method to use Marko Sarstedt. 1(2).
Iddatunnaziah, S., & Iwan Ekawanto. (2024). Anteseden Brand Resonance Pada Ritel Fashion. Jurnal Ekonomi Trisakti, 4(1), 491–500. https://doi.org/10.25105/jet.v4i1.19386
Irawan, W., Nisa, P. C., Unggul, U. E., & Pelanggan, L. (2023). ARTIKEL PENGARUH CORPORATE SOCIAL RESPONSIBILITY , ELECTRONIC WORD OF MOUTH DAN KUALITAS LAYANAN TERHADAP. Jurnal Illmiah Manajmen, 4(1), 243–259.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. In SpringerBriefs in Business.
Ismagilova, E., Slade, E. L., Rana, N. P., & Slade, E. L. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy : A Meta-Analysis. 1203–1226.
Issa, F. M. (2021). The Influence of Relationship Quality on Electronic Word of Mouth for Mobile Review Site Users in Saudi Arabia Market. IBusiness, 13(04), 155–178. https://doi.org/10.4236/ib.2021.134010
John W. Creswell, P., & J. David Creswell, P. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (Fifth Edition). SAGE Publications, Inc.
Joseph F. Hair Jr. · G. Tomas M. Hult, · C. M. R. · M. S., & Ray, N. P. D. · S. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R.
Kartika, T. K., & Pandjaitan, D. R. H. (2023). Electronic Word-of-Mouth and Social Media Marketing on Brand Image and Purchase Intention. 11(3), 687–694.
Kayaku, M. (2024). Sustainable Brand Reputation : Evaluation of iPhone Customer Reviews with Machine Learning and Sentiment Analysis.
Kevin Lane Keller. (2013). ‘Strategic brand management.’ In Journal of Brand Management (Vol. 5, Issue 6). Pearson Education Limited. https://doi.org/10.1057/bm.1998.36
Kevin Lane Keller, vanitha swaminathan. (2020). strategic brand management. In 125 (p. 622).
Loureiro, S. M. C., Rodrigues, Á., & Martins, C. (2024). Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context. Journal of Creative Communications, 19(3), 366–385. https://doi.org/10.1177/09732586231190267
Manajemen, J., Magister, P., Universitas, M., Prayoga, Y., Yasir, M., & Pohan, A. (2022). J-MAS. 7(April), 283–289. https://doi.org/10.33087/jmas.v7i1.393
Moaiad, Y. Al. (2021). Amazon in Business to Customers and Overcoming Obstacles. 175–179.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of. Journal of Marketing, 58(July), 20–38. https://journals.sagepub.com/doi/full/10.1177/002224299405800302
Mustafa, K., Ahmad, F., Qaisar, M. N., Zada, S., Jamil, S., Anwer, N., Khawaja, K. F., Vega-Muñoz, A., Contreras-Barraza, N., Hamid, S. A. R., & Mariam, S. (2022). Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality. Frontiers in Psychology, 13(July). https://doi.org/10.3389/fpsyg.2022.897933
Natalia, H. D., & Aprillia, A. (2025). Exploring the Impact of e-WOM on Generation Z Purchase Intention: The Mediating Role of Brand Image and Perceived Quality. IAIC Transactions on Sustainable Digital Innovation (ITSDI), 6(2), 164–176. https://doi.org/10.34306/itsdi.v6i2.691
Nizarikhutama, M. B., & Murwanti, S. (2024). Analysis of the Effect of Brand Resonance and Brand Trust on Brand Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 155–162. https://doi.org/10.37641/jimkes.v12i1.2399
Pan, Y. (2024). Apple ’ s Secret to Being Successful : Research on Apple ’ s Commercial Marketing Strategy Based on Multi-marketing Framework. 27, 413–418.
Rajendran, R. P. (2024). How Brand Resonance, Perceived Quality and Trustinfluence Electronic Word-of-Mouth? -the Mediating Role of Customer Satisfaction. Journal of Xi an University of Architecture & Technology, 16(February), 329–340. https://doi.org/10.37896/JXAT16.2/33321
Regi, A. L., Rimadias, S., & Sufina, L. (2023). Peran Customer-Based Brand Equity Terhadap Peningkatan Customer Satisfaction Dan Brand Loyalty Pada Djournal Coffee. 3(1), 75–85.
Shaheen Ali, Z., & Cai, H. L. (2022). Who Decides Where to Go for a Coffee? e-WOM and Consumers’ Purchase Intention. Journal of Marketing Strategies, 4(1), 24–58. https://doi.org/10.52633/jms.v4i1.141
Shao, J., Zhang, T., Wang, H., & Tian, Y. (2022). Corporate Social Responsibility and Consumer Emotional Marketing in Big Data Era : A Mini Literature Review Corporate Social Responsibility and. 13(May). https://doi.org/10.3389/fpsyg.2022.919601
Sihombing, H. L., & Atmaja, D. R. (2024). PENGARUH RELATIONSHIP MARKETING DAN PLAYFULNESS TERHADAP BRAND RESONANCE DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH TERHADAP BUKU IMPOR. 01.
Tabish, M., Yu, Z., Thomas, G., Rehman, S. A., & Tanveer, M. (2022). How does community interaction affect brand trust ? September, 1–14. https://doi.org/10.3389/fenvs.2022.1002158
Wulandari, C. D., Muqsith, M. A., Ayuningtyas, F., Ilmu, F., Politik, I., Pembangunan, U., & Veteran, N. (2024). Fenomena Buzzer Di Media Sosial Jelang Pemilu 2024 Dalam Perspektif Komunikasi Politik Pemilu di Indonesia diselenggarakan setiap lima tahun sekali sesuai dengan asas yang digariskan dalam konstitusi dan merupakan mekanisme yang disediakan oleh eksekutif dan legislatif . Pemilu adalah momen penting dalam kehidupan demokrasi suatu lagi memfasilitasi aliran bebas pengetahuan antara semua individu . Di Indonesia , jumlah teknologi , khususnya di bidang teknologi informasi berbasis internet . Itulah mengapa masyarakat modern . Dengan munculnya perangkat media yang terhubung ke internet , partai politik tertentu . Mereka sering kali memiliki basis pengikut yang besar dan selama kampanye politik . Temuan studi yang dilakukan terhadap buzzer politik di mengkritik saingan mereka di pemerintahan . Buzzers sering digunakan dalam setting politik tertentu ( Anugerah , 2020 ). Dalam konteks pemilu yang akan datang , yaitu Pemilu 2024 , fenomena buzzer memiliki potensi besar untuk mempengaruhi hasil dan dinamika publik terhadap kandidat , memanipulasi informasi , dan menciptakan tren opini yang. 11(01), 134–146.
Yogesh Upadhyay, & Tripathi, A. (2023). Brand wagon effect: How brand equity eclipses the effect of eWoM on purchase intentions – Mediating role of review helpfulness. Journal of Business Research. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114239
DOI: https://doi.org/10.36587/probank.v11i1.2206
Article Metrics
Abstract views: 15
| 
PDF views: 6
Refbacks
- There are currently no refbacks.
| © ProBank: Jurnal Ekonomi dan Perbankan | View Probank Stats |