Peran E-WOM dan Citra Merek terhadap Niat Beli Smartphone oleh Youtube Viewers
DOI:
https://doi.org/10.26740/jim.v8n4.p1283-1289Keywords:
brand image, electronic word of mouth, purchase intention.Abstract
Smartphones in today's era are a basic necessity especially for those who have high mobility. No less advanced than technological developments, innovation in the telecommunications world is also one of the biggest contributors to the dissemination of information in society or commonly called social media. This study aims to measure the influence of Electronic Word of Mouth (e-WOM) that occurs in YouTube social media on the intention to buy Samsung Galaxy S10 smartphones through the brand image as a mediating variabel. The type of method used in this research is quantitative by using Path Analysis. This study has positive results between influences e-WOM on the purchase intention, while there was a positive influence between e-WOM on the brand image variabel and the brand image variabel had a positive effect on the purchase intention. Further research may include price and product quality.
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Wardiyastuti, D. (2017). Pengaruh Electronic Word of Mouth Terhadap Niat Beli Konsumen melalui Brand Image. Surakarta
Abdallah Q. Bataineh. (2015). The Impact of Perceived eWOM on Purchase Intention: TheMediating Role of Corporate Image. International Journal of Marketing Studies; Vol. 7, No. 1; ISSN 1918-719X E-ISSN 1918-7203
Cheung, M.K., Dimple, R. (2012). The impact of electronic word of mouth communication: A literature analysis and integrative model. Hong Kong
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku Konsumen. Jakarta: Bina Rupa Aksara.
Erkan, I,. Chris, E. (2016). The influence of Electronic Word of Mouth in Social Media on Consumers Purchase Intention: An Extend approach to information adoption. Computers in Human Behavior, 47-55
David, GadgetIn (2019). (https://www.youtube.com/watch?v=AMH7ypyl86o&t=7s). Diakses pada Mei 2019
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8 ed.). Semarang, Jawa Tengah: Badan Penerbit Universitas Diponegoro.
Griffin, J. (2005). Customer Loyalty Menumbuhkan & Mempertahankan Kesetiaan Pelanggan (Revisi dan). Jakarta: Erlangga.
Hennig-Thurau, T.; K. P. Gwinner; G. Walsh dan D.D. Gremler. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: what motivates consumer to articulate themselves on the internet. Journal of interactive Marketing, Vol 18/I/2004, 38-52
International Data Corporation. (2018). (https://www.idc.com/getdoc.jsp?containerId=prA P44263418. Diakses pada juni 2019)
Jalilvand, Mohammad Reza dan 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 & Planning. Vol. 30 Iss:4
Kompas.com. 2019. 5 besar pasar Smartphone di Indonesia Counterpoint. (https://tekno.kompas.com/read/2019/03/01/1616 0037/2018-pasar-smartphone-indonesia-tumbuhdua-digit?page=all. Diakses pada 20 Mei 2019)
Kumparan.com. 2019. Ini 5 brands terlaris di Indonesia (https://kumparan.com/kumparantech/ini-5-brand-smartphone-terlaris-di-indonesia-1tRJHqAQKrL. Diakses pada 25 Juni 2019)
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (11 ed.). Jakarta: Erlangga.
Kumoro, Dimas PA. (2015). Pengaruh Dimensi Electronic Word of Mouth Terhadap Faktor-faktor Pembentuk Brand Image.
Lin, Chino., Yi-Shuang, W., Jeng V,C. (2013). Electronic Word of Mouth : The Moderating Roles of Product Involvement and Brand Image. International Conference on Technology Innovation and Industrial Management.
Malholtra, N. K. (2017). Riset Pemasaran (Jilid 1 Ed). Jakarta: Indeks.
Michelle, Yu. (2018) Electronic Word of Mouth Influence on Consumer Purchase Intention. Journal of Fundamental and Applied Sciences; ISSN 1112-9867
Omer., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (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, Vol. 8(2), 2014.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (7 ed.). Jakarta: PT Indeks.
Sharinaz., Jati Kusuma., Yusman Yacob., Dayang, R., Ahmad F. (2016). Relationship and impact of e-WOM and Brand Image towards Purchase Intention. Journal of Scientific Research Development; 3(5):117-124
Sumarwan, U. (2014). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran (2 ed.). Bogor: Ghalia Indonesia.
Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategi (2 ed.). Yogyakarta: Andi.
Turban, E., King, D., Lee, J. K., Liang, T.-P., & C.Turban, D. (2015). Electronic Commerce: A Managerial and Social Networks Perspective (8 ed.). Heidelberg, New York, London: Springer.
Yulian, D,T. (2019). Pengaruh Brand Awareness, Preceived Quality, Dan Kelompok Acuan Terhadap Niat Beli. Surabaya
Yunus, N,H., Shoki, A., Norhuzaimah, Norhayati, Z., Zuraidah, S. (2016). The Meditating Effect of Brand Image between Electronic Word of Mouth and Purchase Intention in Social Media. Advanced Science Letters, Vol 22, 3176-3180
Wardiyastuti, D. (2017). Pengaruh Electronic Word of Mouth Terhadap Niat Beli Konsumen melalui Brand Image. Surakarta
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Published
2020-07-28
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Baiquni, M. (2020). Peran E-WOM dan Citra Merek terhadap Niat Beli Smartphone oleh Youtube Viewers. Jurnal Ilmu Manajemen, 8(4), 1283–1289. https://doi.org/10.26740/jim.v8n4.p1283-1289
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