Website Quality, Brand Image, dan E-WOM serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka
DOI:
https://doi.org/10.26740/jim.v9n2.p536-546Keywords:
brand image, e-WOM, fashion, online purchase intention, website qualityAbstract
The high purchasing power of the people for fashion products is an opportunity for the company to create new business strategies to compete. One of the fashion brands in Indonesia is Berrybenka, which offers a variety of the latest and high-quality fashion needs. However, in consumer purchases made online through websites, there are still negative reviews about Berrybenka. This study aims to analyze the effect of website quality, brand image, and e-WOM on online purchase intentions. This study is focused on Berrybenka websites visitors as a sample with a nonprobability sampling technique. The questionnaire was taken to 200 respondents using a Likert scale. The data analysis technique used multiple linear regression. The results showed that website quality, the brand image had an influence on online purchase intentions and e-WOM had no effect on online purchase intentions.
References
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Bilson, S. (2011). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama.
Chin, T. A., & Lai, L. Y. (2018). Determinants of Brand Image and Their Impacts on Purchase Intention of Grab. Journal of Arts and Social Sciences, 2(1), 2636.
Christodoulides, G., Michaelidou, N., & Argyriou, E. (2012). Cross-National Differences in E-WOM Influence. European Journal of Marketing, 46(11), 16891707. https://doi.org/10.1108/03090561211260040
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, Customer Satisfaction and Purchase Intention. Journal of Business Research, 122(February 2020), 608620. https://doi.org/10.1016/j.jbusres.2020.10.016
Doan, T. T. T. (2020). Factors Affecting Online Purchase Intention: A Study of Vietnam online Custumers. Management Science Letters, 10(10), 23372342. https://doi.org/10.5267/j.msl.2020.3.001
El-Baz, B. E.-S., Elseidi, R. I., & El-Maniaway, A. M. (2018). Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers Purchase Intentions. International Journal of Online Marketing, 8(4), 114. https://doi.org/10.4018/ijom.2018100101
Gao, W., & Li, X. (2019). Building Presence in an Online Shopping Website: The Role of Website Quality. Behaviour and Information Technology, 38(1), 2841. https://doi.org/10.1080/0144929X.2018.1509127
Hasanov, J., & Khalid, H. (2015). The Impact of Website Quality on Online Purchase Intention of Organic Food in Malaysia: A WebQual Model Approach. Procedia Computer Science, 72, 382389. https://doi.org/10.1016/j.procs.2015.12.153
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The Impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived playfulness and perceived flow as mediators. Information Systems and E-Business Management, 10(4), 549570. https://doi.org/10.1007/s10257-011-0181-5
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Khodabandeh, A., & Lindh, C. (2020). The Importance of Brands, Commitment, and Influencers on Purchase Intent in The Context of Online Relationships. Australasian Marketing Journal, 29(2), 177186. https://doi.org/10.1016/j.ausmj.2020.03.003
Lee, J., & Lee, Y. (2018). Effects of Multi-brand Companys CSR Activities On Purchase Intention Through A Mediating Role of Corporate Image and Brand Image. Journal of Fashion Marketing and Management, 22(3), 387403. https://doi.org/10.1108/JFMM-08-2017-0087
Lee, T. S., Md Ariff, M. S., Zakuan, N., & Sulaiman, Z. (2016). Assessing Website Quality Affecting Online Purchase Intention of Malaysias Young Consumers. Advanced Science, Engineering and Medicine, 8(10), 836840. https://doi.org/10.1166/asem.2016.1937
Leonidio, U. da C., Montezano, R. M. da S., & Carvalho, F. A. de. (2011). Evaluation of the Perceived Quality of the Website of an Online Bookstore: an Empirical Application of the Carnes and Vidgen Model. JISTEM Journal of Information Systems and Technology Management, 8(1), 109130. https://doi.org/10.4301/s1807-17752011000100006
Liat, C. B., & Shi Wuan, Y. (2014). Factors Influencing Consumers Online Purchase Intention: A Study among University Students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 122133. www.ijlass.org
Lin, C., Wu, Y.-S., & Chen, J.-C. V. (2013). Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 2947.
Mila. (2017). Situs Belanja Online Fashion Ternama, Berrybenka. Hemat.Id Artikel. (https://blog.hemat.id/situs-belanja-online-fashion-ternama-berrybenka/, diakses pada 8 juni 2021)
Nuseir, M. T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries a case of (UAE). Journal of Islamic Marketing, 10(3), 759767. https://doi.org/10.1108/JIMA-03-2018-0059
Peña-GarcÃa, N., Gil-Saura, I., RodrÃguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase Intention and Purchase Behavior Online: A cross-cultural approach. Heliyon, 6(6), 111. https://doi.org/10.1016/j.heliyon.2020.e04284
Pusparisa, Y. (2020). Riset KIC: Produk Busana Paling Diburu Konsumen E-Commerce. Databoks. (https://databoks.katadata.co.id/datapublish/2020/08/07/riset-kic-produk-busana-paling-diburu-konsumen-e-commerce, diakses pada 2 November 2020)
Putra, F. S., & Rahmiati. (2019). Pengaruh Website Quality terhadap Online Booking Intention dengan Mediasi E-Trust pada Pengguna Traveloka Di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 01, 5972.
Ramli, R. R. (2020). Transaksi E-Commerce Naik 2 Kali Lipat, Tetapi. Www.Kompas.Com. (https://money.kompas.com/read/2020/10/19/120631626/transaksi-e-commerce-naik-2-kali-lipat-tetapi, diakses pada 3 November 2020)
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior, Eleventh Edition. In Consumer Behavior (11th editi, Issue 6). United States: Pearson Education Limited.
Tjiptono, F. (2011). Seri Manajemen Merek 01 - Manajemen Dan Strategi Merek. Yogyakarta: Andi.
Top brand award. (2020). Top Brand Index. (https://www.topbrand-award.com/tentang-top-brand-award/, diakses pada 3 November 2020)
Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce - A Managerial and Social Perspective. Springer.
Wang, Y., & Tsai, C. (2014). The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 2740.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362375. https://doi.org/10.1177/009207002236911
Alfianto, R. (2019). Survei Pengguna Internet Indonesia: Paling Banyak Akses Konten Video. Www.Jawapos.Com. (https://www.jawapos.com/oto-dan-tekno/teknologi/17/05/2019/survei-pengguna-internet-indonesia-paling-banyak-akses-konten-video, diakses pada 2 November 2020)
Bambauer-Sachse, S., & Mangold, S. (2011). Brand Equity Dilution Through Negative Online Word-of-Mouth Communication. Journal of Retailing and Consumer Services, 18(1), 3845. https://doi.org/10.1016/j.jretconser.2010.09.003
Barnes, S., & Vidgen, R. (2002). An Integrative Approach to the Assessment of Narcissism. Journal of Electronic Commerce Research, 3(3), 114127. https://doi.org/10.1080/00223891.2013.770400
Berrybenka.com. (2020). Google Costumer Review. (https://www.google.com/shopping/ratings/account/metrics?q=berrybenka.com&c=ID&v=15&hl=in, diakses pada 10 November 2020)
Bilson, S. (2011). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama.
Chin, T. A., & Lai, L. Y. (2018). Determinants of Brand Image and Their Impacts on Purchase Intention of Grab. Journal of Arts and Social Sciences, 2(1), 2636.
Christodoulides, G., Michaelidou, N., & Argyriou, E. (2012). Cross-National Differences in E-WOM Influence. European Journal of Marketing, 46(11), 16891707. https://doi.org/10.1108/03090561211260040
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, Customer Satisfaction and Purchase Intention. Journal of Business Research, 122(February 2020), 608620. https://doi.org/10.1016/j.jbusres.2020.10.016
Doan, T. T. T. (2020). Factors Affecting Online Purchase Intention: A Study of Vietnam online Custumers. Management Science Letters, 10(10), 23372342. https://doi.org/10.5267/j.msl.2020.3.001
El-Baz, B. E.-S., Elseidi, R. I., & El-Maniaway, A. M. (2018). Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers Purchase Intentions. International Journal of Online Marketing, 8(4), 114. https://doi.org/10.4018/ijom.2018100101
Gao, W., & Li, X. (2019). Building Presence in an Online Shopping Website: The Role of Website Quality. Behaviour and Information Technology, 38(1), 2841. https://doi.org/10.1080/0144929X.2018.1509127
Hasanov, J., & Khalid, H. (2015). The Impact of Website Quality on Online Purchase Intention of Organic Food in Malaysia: A WebQual Model Approach. Procedia Computer Science, 72, 382389. https://doi.org/10.1016/j.procs.2015.12.153
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The Impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived playfulness and perceived flow as mediators. Information Systems and E-Business Management, 10(4), 549570. https://doi.org/10.1007/s10257-011-0181-5
Iprice Insight. (2021). Peta E-commerce Indonesia. (Https://Iprice.Co.Id/Insights/Mapofecommerce/. https://iprice.co.id/insights/mapofecommerce/, diakses pada 8 Desember 2020)
Iswara, A. J. (2019). Belanja Online di indonesia dalam Angka. Good News From Indonesia. (https://www.goodnewsfromindonesia.id/2019/03/26/belanja-online-di-indonesia-dalam-angka#:~:text=Untuk pembagian usia%2C sesuai dugaan,berusia di atas 45 tahun, dikases pada 18 November 2020).
Jayani, D. H. (2020). Orang Indonesia Habiskan Hampir 8 Jam Untuk Berinternet. Databoks. (https://databoks.katadata.co.id/datapublish/2020/02/26/indonesia-habiskan-hampir-8-jam-untuk-berinternet, diakses pada 14 November 2020)
Keller, K. L. (2013). Strategic Brand Management; Building, Measuring, and Managing Brand Equity. (Fourth Edi). United States: Pearson Education Inc.
Khodabandeh, A., & Lindh, C. (2020). The Importance of Brands, Commitment, and Influencers on Purchase Intent in The Context of Online Relationships. Australasian Marketing Journal, 29(2), 177186. https://doi.org/10.1016/j.ausmj.2020.03.003
Lee, J., & Lee, Y. (2018). Effects of Multi-brand Companys CSR Activities On Purchase Intention Through A Mediating Role of Corporate Image and Brand Image. Journal of Fashion Marketing and Management, 22(3), 387403. https://doi.org/10.1108/JFMM-08-2017-0087
Lee, T. S., Md Ariff, M. S., Zakuan, N., & Sulaiman, Z. (2016). Assessing Website Quality Affecting Online Purchase Intention of Malaysias Young Consumers. Advanced Science, Engineering and Medicine, 8(10), 836840. https://doi.org/10.1166/asem.2016.1937
Leonidio, U. da C., Montezano, R. M. da S., & Carvalho, F. A. de. (2011). Evaluation of the Perceived Quality of the Website of an Online Bookstore: an Empirical Application of the Carnes and Vidgen Model. JISTEM Journal of Information Systems and Technology Management, 8(1), 109130. https://doi.org/10.4301/s1807-17752011000100006
Liat, C. B., & Shi Wuan, Y. (2014). Factors Influencing Consumers Online Purchase Intention: A Study among University Students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 122133. www.ijlass.org
Lin, C., Wu, Y.-S., & Chen, J.-C. V. (2013). Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 2947.
Mila. (2017). Situs Belanja Online Fashion Ternama, Berrybenka. Hemat.Id Artikel. (https://blog.hemat.id/situs-belanja-online-fashion-ternama-berrybenka/, diakses pada 8 juni 2021)
Nuseir, M. T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries a case of (UAE). Journal of Islamic Marketing, 10(3), 759767. https://doi.org/10.1108/JIMA-03-2018-0059
Peña-GarcÃa, N., Gil-Saura, I., RodrÃguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase Intention and Purchase Behavior Online: A cross-cultural approach. Heliyon, 6(6), 111. https://doi.org/10.1016/j.heliyon.2020.e04284
Pusparisa, Y. (2020). Riset KIC: Produk Busana Paling Diburu Konsumen E-Commerce. Databoks. (https://databoks.katadata.co.id/datapublish/2020/08/07/riset-kic-produk-busana-paling-diburu-konsumen-e-commerce, diakses pada 2 November 2020)
Putra, F. S., & Rahmiati. (2019). Pengaruh Website Quality terhadap Online Booking Intention dengan Mediasi E-Trust pada Pengguna Traveloka Di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 01, 5972.
Ramli, R. R. (2020). Transaksi E-Commerce Naik 2 Kali Lipat, Tetapi. Www.Kompas.Com. (https://money.kompas.com/read/2020/10/19/120631626/transaksi-e-commerce-naik-2-kali-lipat-tetapi, diakses pada 3 November 2020)
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior, Eleventh Edition. In Consumer Behavior (11th editi, Issue 6). United States: Pearson Education Limited.
Tjiptono, F. (2011). Seri Manajemen Merek 01 - Manajemen Dan Strategi Merek. Yogyakarta: Andi.
Top brand award. (2020). Top Brand Index. (https://www.topbrand-award.com/tentang-top-brand-award/, diakses pada 3 November 2020)
Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce - A Managerial and Social Perspective. Springer.
Wang, Y., & Tsai, C. (2014). The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 2740.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362375. https://doi.org/10.1177/009207002236911
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2021-06-30
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Indana, L., & Andjarwati, A. L. (2021). Website Quality, Brand Image, dan E-WOM serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka. Jurnal Ilmu Manajemen, 9(2), 536–546. https://doi.org/10.26740/jim.v9n2.p536-546
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