PENGARUH ELEKTRONIC WORD OF MOUTH DAN CITRA MEREK TERHADAP NIAT BELI

Authors

  • Putu Ayu Desy Trisnadewi Darmawan Universitas Warmadewa
  • Putu Ngurah Suyatna Yasa Universitas Warmadewa
  • Ni Made Wahyuni Universitas Warmadewa
  • Kadek Goldina Puteri Dewi Universitas Warmadewa

DOI:

https://doi.org/10.38043/jimb.v7i1.3679

Keywords:

Citra Merek, Electronic Word of Mouth, , Niat Beli

Abstract

Tujuan dari penelitian ini adalah untuk berkontribusi pada literatur pemasaran tentang dampak dari mulut ke mulut elektronik (e-WOM) pada niat beli konsumen online dalam konteks layanan makanan Grab food. Studi ini juga meneliti efek mediasi citra merek pada hubungan ini. Menggunakan pendekatan penelitian deskriptif, penelitian ini menggunakan data kuantitatif untuk menilai bagaimana niat beli dipengaruhi oleh e-WOM dan citra merek. Populasi penelitian ini adalah seluruh mahasiswa aktif yang terdaftar pada tahun 2021 di Kota Denpasar. Pengambilan sampel menggunakan rumus Slovin diperoleh 96 responden. Kuesioner dikelola sendiri dan didistribusikan secara online untuk mengumpulkan data. Teknik analisis menggunakan partial least squares (PLS) untuk menganalisis data yang dikumpulkan. Temuan penelitian menunjukkan bahwa E-WOM memiliki dampak yang signifikan terhadap niat pembelian online. Citra merek berpengaruh signifikan terhadap niat beli, dan citra merek juga bertindak sebagai mediator antara hubungan antara e-WOM dan niat beli konsumen. Keterbatasan penelitian, dimana kesimpulan mungkin tidak dapat digeneralisasikan karena temuan  tidak mewakili semua aplikasi transaksi online.  Dalam studi masa depan, sampel dan objek penelitian yang lebih besar dan lebih inklusif akan membantu mengatasi keterbatasan ini. Setelah diskusi rinci terkait temuan yang diperoleh,  penelitian ini menyajikan  beberapa implikasi  manajerial.  Secara praktis, penelitian ini memiliki implikasi yang akan membantu pemasar untuk memahami kekuatan e-WOM sebagai alat pemasaran yang penting, dan untuk menggunakan sumber daya citra merek secara lebih strategis untuk menarik pelanggan baru. Untuk meningkatkan aktivitas e-WOM sebagai media  berbagi ulasan terkait produk/layanan dan sebagai alat pemasaran untuk meningkatkan minat beli, hal-hal yang dapat diimplementasikan oleh Grab Food adalah  memperkuat keterlibatan konsumen untuk terlibat dalam percakapan positif, berbagi pengalaman dan menjadi sumber informasi yang kredibel bagi pelanggan yang ada dan potensial. Untuk meningkatkan citra merek, hal-hal yang dapat dilakukan oleh Grab Food adalah menguatkan popularitas, opini positif, karakter manfaat yang kuat.

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Published

2022-06-25

How to Cite

1.
Darmawan PADT, Yasa PNS, Wahyuni NM, Dewi KGP. PENGARUH ELEKTRONIC WORD OF MOUTH DAN CITRA MEREK TERHADAP NIAT BELI . j.imb [Internet]. 2022Jun.25 [cited 2022Dec.6];7(1):89-100. Available from: https://journal.undiknas.ac.id/index.php/manajemen/article/view/3679

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