PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DAN CITRA MEREK TERHADAP MINAT BELANJA KONSUMEN DI BATAM

Authors

DOI:

https://doi.org/10.38043/jimb.v5i1.2422

Abstract

Penelitian ini menganalisis faktor-faktor yang mempengaruhi minat belanja konsumen (purchase intention) dengan mengambil objek penelitian adalah konsumen pengunjung MegaMall Batam Centre di Kota Batam yang dikumpulkan dengan menggunakan metode purposive random sampling.

Hasil penelitian ini menunjukkan bahwa secara langsung e-WOM berpengaruh signifikan terhadap citra merek, dan citra merek berpengaruh signifikan terhadap minat belanja. Studi ini membuktikan secara langsung e-WOM tidak berpengaruh signifikan terhadap minat belanja, namun secara tidak langsung, e-WOM berpengaruh signifikan terhadap minat belanja melalui citra merek sebagai mediasi.

Kesimpulan penelitian terhadap minat belanja konsumen ini dapat direkomendasikan sebagai masukan bagi pihak manajemen tentang pentingnya faktor-faktor pembentuk minat belanja konsumen di sektor ritel. Peneliti menyakini pendekatan yang berkaitan dengan pembentukan citra merek dan e-WOM dapat membantu manajer meningkatkan keinginan dan minat belanja konsumen pada masa mendatang.

References

Alhaddad, Abdullah. 2014. “The Effect of Brand Image and Brand Loyalty on Brand Equity.” International Journal of Business and Management Invention 3 (5): 28–32.

Balakrishnan, Bamini K.P.D., Mohd Irwan Dahnil, and Wong Jiunn Yi. 2014. “The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y.” Procedia - Social and Behavioral Sciences 148 (August 2014): 177–85. https://doi.org/10.1016/j.sbspro.2014.07.032.

Bataineh, Abdallah Q. 2015. “The Impact of Perceived E-WOM on Purchase Intention : The Mediating Role of Corporate Image.” International Journal of Marketing Studies 7 (1): 126–37. https://doi.org/10.5539/ijms.v7n1p126.

El-baz, Basma El-sayed, Reham Ibrahim Elseidi, and Aisha Moustafa El-Maniawaty. 2018. “Influence of Electronic Word of Mouth ( e-WOM ) on Brand Credibility and Egyptian Consumers’ Purchase Intentions.” International Journal of Online Marketing 8 (4): 1–14. https://doi.org/10.4018/IJOM.2018100101.

Goyette, Isabelle, Line Ricard, and Jasmin Bergeron. 2010. “E-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context.” Canadian Journal of Administration Sciences 27 (1): 5–23.

Hamouda, Manel, and Rym Srarfi Tabbane. 2013. “Impact of Electronic Word of Mouth Evaluation on Purchase Intention.” International Journal of Online Marketing 3 (2): 20–37. https://doi.org/10.4018/ijom.2013040102.

Jalilvand, Mohammad Reza, and Neda Samiei. 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): 460–76. https://doi.org/10.1108/02634501211231946.

Javanshir, Hassan, and Reza Allahyari Soeini. 2018. “Determining The Factors Affecting Brand Equity in A Development Organization Through Survey.” International Journal of Applied Research in Management and Economics 1 (1): 80–86.

Kazmi, Anees, and Qazi Shujaat Mehmood. 2016. “The Effect of Electronic Word of Mouth Communication and Brand Image on Purchase Intention: A Case of Consumer Electronics in Haripur, Pakistan.” Management Science Letters 6: 499–508. https://doi.org/10.5267/j.msl.2016.5.003.

Keller, Kevin. L. 2013. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Pearson Education.

Khan, Khuram, and Mohammed Ali. 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.

Kudeshia, Chetna, and Amresh Kumar. 2017. “Social EWOM : Does It Affect the Brand Attitude and Purchase Intention of Brands?” Management Research Review 40 (3): 310–30. https://doi.org/10.1108/MRR-07-2015-0161.

Lapel, Claudia, Oylum Ellez, and Erbol Anarbekov. 2011. “Negative Electronic Word of Mouth & Customer Based Brand Equity: A Qualitative View of the Apple IPhone Aversion on Facebook.” Lund University.

Milanloo, Khan Mohammad, Electronic Branch, Islamic Azad, and Hassan Jafariani. 2016. “Investigating the Effect of Attitude and Brand Equity on Customer’ s Churn in the Banking Industry Using Structural Equation Modeling Approach (Case Study : Customers of Melli Bank Branches in North Khorasan Province).” International Journal of Humanities and Cultural Studies, 1832–48.

Muljani, Ninuk, and Yulius Koesworo. 2019. “International Journal Of Research Culture Society The Impact of Brand Image, Product Quality and Price on Purchase Intention of Smartphone.” International Journal of Research Culture Society 3 (1): 99–103.

Pentury, L. Valentino, Monica Sugianto, and Marcus Remiasa. 2019. “Pengaruh E-WOM Terhadap Brand Image Dan Purchase Intention Pada Hotel Bintan Tiga Di Bali.” Jurnal Manajemen Perhotelan 5 (1): 26–35. https://doi.org/10.9744/jmp.5.1.26.

Rabbani, Mustafa R, Faran A Qadri, and Mohammad Ishfaq. 2016. “Service Quality, Customer Satisfaction and Customer Loyalty: An Empirical Study on Banks in India.” VFAST Transaction on Education and Social Sciences 11 (2): 01–09. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85028629723&partnerID=40&md5=f346dea2f88250c38fdc62b7e266025f.

Reena, A. Josephine, R. K. Alias. Deepak, C Velaudham, and M. Manivannan. 2019. “Influence of Brand Image on Purchase Intention Towards FMCG Products.” Journal of Emerging Technologies and Innovative Research 6 (1): 4–8. https://www.researchgate.net/publication/330854582%0AINFLUENCE.

Reza Jalilvand, Mohammad, Neda Samiei, Behrooz Dini, and Parisa Yaghoubi Manzari. 2012. “Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude toward Destination and Travel Intention: An Integrated Approach.” Journal of Destination Marketing and Management 1 (1–2): 134–43. https://doi.org/10.1016/j.jdmm.2012.10.001.

Sandes, Fabio Shimabukuro, and Andre Torres Urdan. 2013. “Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies.” Journal of International Consumer Marketing 25 (3): 181–97. https://doi.org/10.1080/08961530.2013.780850.

Subramaniam, Archana, Abdullah Al Mamun, P Yukthamarani Permarupan, Noor Raihani, and Binti Zainol. 2017. “Effects of Brand Loyalty, Image and Quality on Brand Equity: A Study among Bank Islam Consumers in Kelantan, Malaysia.” Asian Social Science 10 (14): 67–73. https://doi.org/10.5539/ass.v10n14p67.

Tariq, M., T. Abbas, M. Abrar, and A Iqbal. 2017. “EWOM and Brand Awareness Impact on Consumer Purchase Intention : Mediating Role of Brand Image.” Pakistan Administrative Review 1 (1): 84–102.

Torlak, Omer, Behcet Yalin Ozkara, Muhammet Ali Tiltay, Hakan Cengiz, and Mehmet Fatih Dulger. 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.

Widiani, Ni Luh Mega, Ni Luh Putu Indiani, and Ni Made Wahyuni. 2019. “Pengaruh Citra Merek Dan Kualitas Informasi Terhadap Minat Konsumen Berbelanja Kembali Di Zalora.” Jurnal Ilmiah Manajemen Dan Bisnis 4 (2): 127–36.

Yan, Xiangbin, Adnan Muhammad Shah, Li Zhai, Salim Khan, and Syed Asad Ali Shah. 2018. “Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia.” In Proceedings of the 51st Hawaii International Conference on System Sciences, 1–11. https://doi.org/10.24251/hicss.2018.479.

Yunus, Nur H., M. Shoki Ariff, N. Mohd Som, N Zakuan, and Z Sulaiman. 2016. “The Mediating Effect of Brand Image between Electronic Word of Mouth and Purchase Intention in Social Media.” Advance Science Letters 22: 3176–80. https://doi.org/10.1166/asl.2016.7999.

Zhang, Ziqiong, Qiang Ye, Rob Law, and Yijun Li. 2010. “The Impact of E-Word-of-Mouth on the Online Popularity of Restaurants: A Comparison of Consumer Reviews and Editor Reviews.” International Journal of Hospitality Management 29 (4): 694–700. https://doi.org/10.1016/j.ijhm.2010.02.002.

Downloads

Published

2020-07-14

Issue

Section

Articles