Faktor-faktor penentu minat beli produk di e-commerce

Bilah Samping Artikel

PDF
Diterbitkan: Nov 28, 2022
DOI: https://doi.org/10.28932/jmm.v22i1.4850
Kata Kunci:
citra merek, e-commerce, e-WOM, minat beli, sikap terhadap merek attitude toward brand, brand image, e-commerce, e-WOM, purchase intention

Isi Artikel Utama

Sabina
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya
Ari Setiyaningrum
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh electronic of mouth (e-WOM) terhadap minat beli yang dimediasi oleh sikap terhadap merek dan citra merek. Model penelitian diuji dalam konteks e-commerce Tokopedia. Pengumpulan data primer menggunakan metode survei dengan menyebarkan kuesioner kepada 100 orang responden. Teknik purposive sampling digunakan sebagai dasar penentuan sampling dalam penelitian ini. Hasil pengujian hipotesis menggunakan SEM-PLS menunjukkan bahwa e-WOM berpengaruh secara langsung dan positif terhadap minat beli, e-WOM berpengaruh positif terhadap sikap terhadap merek dan citra merek, serta sikap terhadap merek dan citra merek berpengaruh positif terhadap minat beli. Hasil uji mediasi membuktikan bahwa sikap terhadap merek dan citra merek secara parsial memediasi pengaruh e-WOM terhadap minat beli.

Unduhan

Data unduhan belum tersedia.

Rincian Artikel

Cara Mengutip
Ranti, M. S., & Setiyaningrum, A. (2022). Faktor-faktor penentu minat beli produk di e-commerce. Jurnal Manajemen Maranatha, 22(1), 1–16. https://doi.org/10.28932/jmm.v22i1.4850
Terbitan
Vol 22 No 1 (2022): Jurnal Manajemen Maranatha
Bagian
Articles
Creative Commons License

Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

Referensi

Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). E-WOM, e-Referral and gender in the virtual community. Marketing Intelligence and Planning, 34(5), 692-710. https://doi.org/10.1108/MIP-05-2015-0090

Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518. 10.5267/j.msl.2019.1.011

Atika, A., Kusumawati, A., & Iqbal, M. (2016). The effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. EKUITAS - Jurnal Ekonomi dan Keuangan, 20(1), 94-108. https://doi.org/10.24034/j25485024.y2016.v20.i1.94

Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning. 29(5), 488-516. https://doi.org/10.1108/02634501111153692

Christy, F. E. (2020). Prediksi angka pengguna e-commerce di Indonesia 2024. Tanggal akses 15 April 2022. https://data.tempo.co/data/909/prediksi-angka-pengguna-e-commerce-di-indonesia-2024

Daswan, L., Juharsah, J., & Nasrul, N. (2019). Analisis pengaruh electronic word of mouth Instagram terhadap brand image dan purchase intention: Studi pada Labaco Barbeshop dan Cafe Kendari. Jurnal Manajemen, Bisnis dan Organisasi (JUMBO), 3(1), 235-247. http://dx.doi.org/10.33772/jumbo.v3i3.11915

Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: An empirical study in Egypt. The Business and Management Review, 7(5), 268-276. https://www.researchgate.net/publication/305335645_Electronic_word_of_mouth_effects_on_consumers'_brand_attitudes_brand_image_and_purchase_intention_an_empirical_study_in_Egypt

Farzin, M., & Fattahi, M. (2018). E-WOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183. https://doi.org/10.1108/JAMR-05-2017-0062

Ghozali, I., & Latan, H. (2014). Partial Least Square: Konsep, teknik dan aplikasi menggunakan Program SmartPLS 3. Edisi Kedua. Universitas Diponegoro

Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2018). Multivariate data analysis. 8th Edition. Cengage

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946

Khan, K., & Ali, M. (2017). Impact of electronic word of mouth on consumer purchase intention in footwear industry of Pakistan. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(12), 52-63. https://doi.org/10.12816/0041755

Kotler, P., & Keller, K. L. (2018). Marketing management. 17th Edition. Pearson

Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330. https://doi.org/10.1108/MRR-07-2015-0161

Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387-403. https://doi.org/10.1108/JFMM-08-2017-0087

Majid, N. (2014). Analisis pengaruh electronic word of mouth terhadap brand image dan dampaknya pada minat beli smartphone Samsung di kota Malang. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 2(2), 161-172. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/1275/1173

Mariasih, A. A., & Setiyaningrum, A. (2021). Peran e-WOM quality, e-WOM quantity, dan e-WOM credibility dalam membentuk corporate image dan mendorong purchase intention: Studi empiris pada jasa pendidikan. Jurnal Manajemen dan Bisnis Sriwijaya, 19(1), 1-20. https://doi.org/10.29259/jmbs.v19i1.13007

Mubarok, M. M. (2018). The effect of brand image and consumer attitudes on the decision to purchase batik Jetis Sidoarjo mediated by interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105-116. http://dx.doi.org/10.14414/jebav.v21i1.1134

Park, J. Y., & Sihombing, S. O. (2020). Effects of sponsor-event congruence on brand image, attitude toward the brand, and purchase intention: An empirical analysis in the context of sport sponsorship. Jurnal Aplikasi Manajemen, 18(1), 14-27. http://dx.doi.org/10.21776/ub.jam.2020.018.01.02

Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration, 9(2), 134-145. https://doi.org/10.1108/APJBA-06-2016-0063

Rizal, R. (2022). Daftar 5 e-commerce paling banyak dibeli di Indonesia, siapa terlaris? Tanggal akses 15 April 2022. Diakses dari https://infokomputer.grid.id/read/123119703/daftar-5-ecommerce-paling-banyak-dibeli-di-indonesia-siapa-terlaris?page=all

Saputra, S. (2020). Pengaruh electronic word of mouth terhadap citra merek dan minat belanja konsumen di Batam. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 1-11. http://orcid.org/0000-0002-2395-8188

Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090

Suhartadi, I. (2021). Shopee jadi e-commerce peringkat teratas di Indonesia. Tanggal akses 15 April 2022. https://investor.id/business/266394/shopee-jadi-ecommerce-peringkat-teratas-di-indonesianbsp

Sukiarti, L., Hasiholan, B. L., & Haryono, A. T. (2016). Pengaruh citra merek, sikap merek, kesadaran merek dan kualitas merek terhadap ekuitas merek hand & body lotion Vaseline (Studi kasus di Kecamatan Pringapus, Kabupaten Semarang). Journal of Management, 2(2), 8-15. http://jurnal.unpand.ac.id/index.php/MS/article/view/519.

Tjiptono, F. & Gregorius, C. (2016). Service, quality & satisfaction. Penerbit Andi

Top brand index. (2022). Top brand index online shopping. Tanggal akses 15 April 2022. https://www.topbrand-award.com/top-brand-index/?tbi_find=tokopedia

Torlak, O., Ozkara, B. Y., Tiltay, M. A., & Cengiz, H. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. https://www.researchgate.net/publication/283723484_The_Effect_of_Electronic_Word_of_Mouth_on_Brand_Image_and_Purchase_Intention_An_Application_Concerning_Cell_Phone_Brands_for_Youth_Consumers_in_Turkey