The Influence of Consumer Perceptions on Cross-Buying Intention among Apple Product Users in Pekanbaru City

Andre Maulana; Awliya Afwa; Moniko Moniko; Hamanda Hadi

doi:10.32815/jibeka.v20i1.2375

Authors

Andre Maulana Universitas Islam Riau
Awliya Afwa Universitas Islam Riau
Moniko Universitas Islam Riau
Hamanda Hadi Universitas Islam Riau

DOI:

https://doi.org/10.32815/jibeka.v20i1.2375

Keywords:

Enabling Conditions, price, innovation behavior, purchase intent, electric vehicles

Article Metrics

Abstract

This study examined the determinants of cross-buying intention within Apple’s product ecosystem among users in Pekanbaru, Indonesia. A quantitative explanatory survey with a deductive design was used to test theory-driven relationships between consumer perceptions and cross-category purchase intentions. Data were collected online from 177 participants; after residency screening, 160 valid responses remained. Constructs comprised perceived product benefit, perceived price attractiveness, perceived convenience, perceived product fit, perceived aesthetic quality, and cross-buying intention. Measurement and structural assessments were conducted using Partial Least Squares Structural Equation Modeling. The measurement model satisfied accepted thresholds for internal consistency, convergent validity, and discriminant validity, and diagnostics indicated no substantive bias from a single measurement source. Structural results showed that perceived aesthetic quality and perceived price attractiveness positively influenced cross-buying intention, whereas perceived convenience, perceived product benefit, and perceived product fit were not significant. The model explained a substantial share of variance in cross-buying intention, indicating strong explanatory power. Overall, the findings suggested that emotional–symbolic value—particularly design coherence and the perception of price as a signal of quality—played a more decisive role than purely functional considerations in motivating cross-category expansion within a premium brand ecosystem. Managerial implications and avenues for future research were outlined.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1996). Building Strong Brands. Free Press.

Bartlett, F. C. (1932). Remembering: A Study in Experimental and Social Psychology. Cambridge University Press.

Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15, 139–168.

Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40, 477–500.

Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59, 16–29.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52–68.

Castells, M. (2010). The Rise of the Network Society. Wiley-Blackwell.

Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by Design: The Role of Hedonic versus Utilitarian Benefits. Journal of Marketing, 72, 48–63.

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.

Djafarova, E., & Bowes, J. (2021). Perceived Value of Apple Brand Ecosystem: Impact on Cross-Buying Intention. Journal of Consumer Research, 48(6), 120–134. https://doi.org/10.1086/711687

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5, 1–4.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 35, 46–59.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based SEM. Journal of the Academy of Marketing Science, 43, 115–135.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2015). The Use of Partial Least Squares Path Modeling in International Marketing. In New Challenges to International Marketing (Vol. 20, pp. 277–319). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-797920150000020013

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Making Omnichannel an Augmented Reality: The Current and Future State of the Art. Journal of Retailing, 93, 45–59.

Holbrook, M. B. (1999). Consumer Value: A Framework for Analysis and Research. Routledge.

Homans, G. C. (1958). Social Behavior: Its Elementary Forms. Harcourt, Brace and World.

Kapferer, J.-N., & Bastien, V. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page.

Keller, K. L. (2009). Manajemen Pemasaran (13th ed., Vol. 1). Erlangga.

Keller, K. L. (2013). Strategic Brand Management. Pearson.

Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th ed.). Guilford Press.

Kock, N. (2015). Common Method Bias in PLS-SEM: A Full Collinearity Test Approach. International Journal of Business and Social Science, 6(6), 1–13. https://doi.org/10.1007/s10351-015-0299-5

Kumar, V., George, M., & Pancras, J. (2008). Cross-Buying in Retailing: Drivers and Consequences. Journal of Retailing, 84, 15–37.

Kumar, V., Venkatesan, R., & Reinartz, W. (2008). (electronic) Performance Implications of Adopting a Customer-Focused Sales Campaign. Journal of Marketing, 72, 50–68.

Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Business Research, 8(3), 13–23. https://doi.org/10.5539/ibr.v8n3p13

Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1993). Distinguishing Coupon Prone Consumer: An Accessory in Consumer Behavior Models. Journal of Marketing Research, 30(3), 264–276. https://doi.org/10.2307/3172830

Maitzen, H. (2016). Determinants of Cross-Buying Behavior: An Empirical Study in the Retail Sector. Springer Gabler. https://doi.org/10.1007/978-3-658-13191-2

Norman, D. A. (2004). Emotional Design: Why We Love (or Hate) Everyday Things. Basic Books.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing.

Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67. https://doi.org/10.1016/j.jbusres.2007.11.017

Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common Method Bias in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879

Prensky, M. (2001). Digital natives, digital immigrants. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.

Schmitt, B. (2012). The Consumer Psychology of Brands. Routledge.

Schultz, C. D., & Gorlas, N. (2023). Smart Mirrors as Sales Support Tools in Retail. Journal of Retailing and Consumer Services, 73, 103–119.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). John Wiley & Sons.

Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10

Verhoef, P. C., Franses, P. H., & Donkers, B. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? International Journal of Service Industry Management, 13(2), 95–113.

Vigneron, F., & Johnson, L. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506. https://doi.org/10.1057/palgrave.bm.2540175

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2–22.