The Influence Of Source Credibility And Discount Framing On Brand Reputation And Brand Image In Increasing Buying Interest In E-Commerce Shopee Indonesia
Keywords:
source credibility, discount framing, brand image, brand reputation, purchase intention.
Abstract
This study aims to analyze the influence of source credibility, discount framing, brand reputation, and brand image on purchase intention among consumers of the Shopee Indonesia e-commerce platform. The research involved 200 respondents who have purchase intentions toward products sold on Shopee and employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that source credibility and discount framing significantly affect brand image, while discount framing also exerts a strong influence on brand reputation. Furthermore, brand reputation positively enhances brand image, and brand image emerges as the most dominant factor driving purchase intention, followed by brand reputation. These results indicate that marketing strategies emphasizing influencer credibility, transparent discount communication, and the strengthening of brand image and brand reputation are essential for increasing consumer purchase intention.
References
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Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P. J., Hafeez, K., Priporas, C., & Pantano, E. (2020). Co-creating brand image and reputation through stakeholder’s social network. Journal of Business Research, 114, 42–59. https://doi.org/10.1016/j.jbusres.2020.03.035
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Khan, I., & Fatma, M. (2023). Understanding the influence of CPE on brand image and brand commitment: The mediating role of brand identification. Sustainability, 15(3), 2291. https://doi.org/10.3390/su15032291
Kim, S., Lee, K. Y., & Kim, Y. K. (2021). The impact of brand reputation and perceived quality on consumer purchase intention in e-commerce. Journal of Business Research, 132, 56–67. https://doi.org/10.1016/j.jbusres.2021.04.008
Mabkhot, H. A., Md Isa, N., & Ammar, M. (2022). The influence of the credibility of social media influencers (SMIs) on consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(19), 12323. https://doi.org/10.3390/su141912323
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., ... & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391. https://doi.org/10.3390/su12083391
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McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). Effects of discount framing in comparative price advertising. European Journal of Marketing, 46(11–12), 1501–1522.
Sabila, N., Hildayanti, S. K., & Ulum, M. B. (2024). Pengaruh Discount Framing, Brand Reputation Dan Brand Image Terhadap Purchase Intention Konsumen Marketplace Shopee (Doctoral dissertation, Universitas Indo Global Mandiri).
Salsabillah, T., Ariani, S., Curatman, A., & Ayuningtyas, F. N. (2025). The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation. International Journal of Business, Economics, and Social Development, 6(3), 488-498. https://doi.org/10.46336/ijbesd.v6i3.967
Shin, H. R., & Choi, J. G. (2021). The moderating effect of ‘generation’on the relations between source credibility of social media contents, hotel brand image, and purchase intention. Sustainability, 13(16), 9471. https://doi.org/10.3390/su13169471
Tarmizi, P., Roslina, R., & Husna, N. (2024). The Impact of Discount Framing on Purchase Intention with Brand Reputation as a Mediator: A Study on Shopee E-Commerce. International Journal Of Education, Social Studies, And Management (IJESSM), 4(3), 1133-1147. DOI:10.52121/ijessm.v4i3.491
Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Yuliana, L., Setiawan, H. A., & Irawan, S. (2023). The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis. Jurnal Bisnis dan Manajemen, 10(2), 195-204. https://doi.org/10.26905/jbm.v10i2.11743
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alfian, R., Nugroho, W. F., & Yuliana, L. (2024). Analysis of brand awareness, brand loyalty and brand reputation on purchase decisions. Jurnal Bisnis dan Manajemen, 11(1), 63–74.
Alhamdina, T. T., & Hartono, A. (2023). The impact of brand awareness, brand reputation, and perceived economic benefits on brand trust and online purchase intentions for Skintific products on the TikTok Shop platform. International Journal of Science, Technology & Management, 4(3), 653–665. https://doi.org/10.46729/ijstm.v4i3.832
Armada, E., & Hendriati, Y. (2024). Pengaruh harga, kualitas produk dan brand ambassador terhadap minat beli produk fashion pada e-commerce Shopee (Studi kasus pengguna Shopee pada pekerja operator kawasan Muka Kuning Batam). HATTA: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi, 2(2), 83–90.
Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 10(14), 3425-3432. doi: 10.5267/j.msl.2020.5.035
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business, 7(10), 939-947. doi:10.13106/jafeb.2020.vol7.no10.939
DelVecchio, D., Lakshmanan, A., & Krishnan, H. S. (2009). The effects of discount location and frame on consumers’ price estimates. Journal of Retailing, 85(3), 336–346. https://doi.org/10.1016/j.jretai.2009.05.010
Ecker, U. K., & Antonio, L. M. (2021). Can you believe it? An investigation into the impact of retraction source credibility on the continued influence effect. Memory & Cognition, 49(4), 631–644.
Foroudi, P., Nazarian, A., Ziyadin, S., Kitchen, P. J., Hafeez, K., Priporas, C., & Pantano, E. (2020). Co-creating brand image and reputation through stakeholder’s social network. Journal of Business Research, 114, 42–59. https://doi.org/10.1016/j.jbusres.2020.03.035
Hameed, W. U., Khan, I. U., & Sheikh, Z. (2021). Impact of brand reputation, service quality and customer trust on purchase intention: Evidence from the banking sector. Asia Pacific Journal of Marketing and Logistics, 33(7), 1561–1578. https://doi.org/10.1108/APJML-03-2020-0188
Hang, P. M., Ha, T. N., Mi, V. N. T., & Viet, P. Q. (2025). The influence of discount framing on purchase intention and actual behaviour of e-customers through brand values on Shopee Vietnam. The VMOST Journal of Social Sciences and Humanities, 67(1), 37–46.
Hang, P. M., Ha, T. N., Mi, V. N. T., & Viet, P. Q. (2025). The influence of discount framing on purchase intention and actual behaviour of e-customers through brand values on Shopee Vietnam. The VMOST Journal of Social Sciences and Humanities, 67(1), 37-46. https://doi.org/10.31276/VMOSTJOSSH.2023.0061
Hann, I., & Hortaçsu, A. (2021). The effect of price on firm reputation. Management Science, 67(10), 6018–6042. https://doi.org/10.1287/mnsc.2021.4049
Hien, N. N., Phuong, N. N., Tran, T. V., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management science letters, 10(6), 1205-1212. DOI: 10.5267/j.msl.2019.11.038
Hsieh, J. K., & Li, Y. J. (2020). Will you ever trust the review website again? The importance of source credibility. International Journal of Electronic Commerce, 24(2), 255–275.
Hussain, S., Melewar, T. C., Priporas, C. V., & Foroudi, P. (2020). Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. Qualitative Market Research: An International Journal, 23(4), 549-573. https://doi.org/10.1108/QMR-12-2017-0175
Jalilvand, M. R., & Samiei, N. (2022). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the service industry. International Journal of Tourism Research, 24(6), 882–896. https://doi.org/10.1002/jtr.2513
Khan, I., & Fatma, M. (2023). Understanding the influence of CPE on brand image and brand commitment: The mediating role of brand identification. Sustainability, 15(3), 2291. https://doi.org/10.3390/su15032291
Kim, S., Lee, K. Y., & Kim, Y. K. (2021). The impact of brand reputation and perceived quality on consumer purchase intention in e-commerce. Journal of Business Research, 132, 56–67. https://doi.org/10.1016/j.jbusres.2021.04.008
Mabkhot, H. A., Md Isa, N., & Ammar, M. (2022). The influence of the credibility of social media influencers (SMIs) on consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(19), 12323. https://doi.org/10.3390/su141912323
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., ... & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391. https://doi.org/10.3390/su12083391
Marlien, R. A., Putri, C., Basiya, R., & Suteja, B. (2021, March). Analysis of factors affecting consumer’s purchase intention impact on customer behavior outcomes. In The 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020) (pp. 430–434). Atlantis Press.
McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). Effects of discount framing in comparative price advertising. European Journal of Marketing, 46(11–12), 1501–1522.
Sabila, N., Hildayanti, S. K., & Ulum, M. B. (2024). Pengaruh Discount Framing, Brand Reputation Dan Brand Image Terhadap Purchase Intention Konsumen Marketplace Shopee (Doctoral dissertation, Universitas Indo Global Mandiri).
Salsabillah, T., Ariani, S., Curatman, A., & Ayuningtyas, F. N. (2025). The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation. International Journal of Business, Economics, and Social Development, 6(3), 488-498. https://doi.org/10.46336/ijbesd.v6i3.967
Shin, H. R., & Choi, J. G. (2021). The moderating effect of ‘generation’on the relations between source credibility of social media contents, hotel brand image, and purchase intention. Sustainability, 13(16), 9471. https://doi.org/10.3390/su13169471
Tarmizi, P., Roslina, R., & Husna, N. (2024). The Impact of Discount Framing on Purchase Intention with Brand Reputation as a Mediator: A Study on Shopee E-Commerce. International Journal Of Education, Social Studies, And Management (IJESSM), 4(3), 1133-1147. DOI:10.52121/ijessm.v4i3.491
Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Yuliana, L., Setiawan, H. A., & Irawan, S. (2023). The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis. Jurnal Bisnis dan Manajemen, 10(2), 195-204. https://doi.org/10.26905/jbm.v10i2.11743
Published
2025-11-27
How to Cite
Muhammad Iqbal Prawira Yuda, & Albari. (2025). The Influence Of Source Credibility And Discount Framing On Brand Reputation And Brand Image In Increasing Buying Interest In E-Commerce Shopee Indonesia. International Journal of Economics, Business and Innovation Research, 4(06), 835-852. https://doi.org/10.63922/ijebir.v4i06.2579
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