Cover Image

ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

Christian Kuswibowo (Politeknik APP)(1*), Aji Kresno Murti (Politeknik APP)(2),


(1) Politeknik APP Jakarta
(2) Politeknik APP Jakarta
(*) Corresponding Author

Abstract


Abstract

This research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.

Abstrak

Penelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.




Keywords


Brand Image; Promotion; Electronic Word of Mouth; Purchase Intention

Full Text:

PDF - FULL TEXT

References


G. Zaefarian, S. Forkmann, M. Mitrega, and Henneberg, “A Capability Perspective on Relationship Ending and its Impact on Product Innovation Success and Firm Performance,” Long Range Plann., vol. 50, no. 2, pp. 184–199, 2017, doi: 10.1016/j.lrp.2015.12.023.

D. Buhalis and R. Law, “Tourism Management Reviews Progress in tourism management Twenty years on and 10 years after the Internet: The state of eTourism research.”

Yoestini & Rahma, “PROGRAM PASCA SARJANA UNIVESITAS DIPONEGORO SEMARANG 2007,” 2007.

H. N. Utami, I. Fauzi, and A. Firdaus, “Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping: Perspektif Pemasaran Agribisnis,” J. Ecodemica, vol. 2, no. 1, 2018.

K. L. K. Philip Kotler, Manajemen Pemasaran Jilid 1 -12/E. PT Indeks, 2007.

Z. N. Eriza, “Peran Mediasi Citra Merek dan Persepsi Risiko pada Hubungan antara Electronic Word of Mouth (E-WOM) dan Minat Beli (Studi pada Konsumen Kosmetik E-Commerce di Solo Raya),” Komuniti J. Komun. dan Teknol. Inf., vol. 9, no. 1, pp. 14–24, Jun. 2017, doi: 10.23917/komuniti.v9i1.3501.

E. H. Jeong and S. C. S. Jang, “Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations,” Int. J. Hosp. Manag., vol. 30, no. 2, pp. 356–366, Jun. 2011, doi: 10.1016/j.ijhm.2010.08.005.

C. M. K. Cheung and D. R. Thadani, “The impact of electronic word-of-mouth communication: A literature analysis and integrative model,” Decis. Support Syst., vol. 54, no. 1, pp. 461–470, Dec. 2012, doi: 10.1016/j.dss.2012.06.008.

Noor, “Metodologi Penelitian: Skripsi, Tesis, Disertasi & Karya Ilmiah - Dr. Juliansyah Noor, S.E., M.M. - Google Books.”

Sugiyono, “Sugiyono: Metode penelitian pendidikan:(pendekatan... - Google Scholar.”

P. author Kotler, “Prinsip-prinsip pemasaran, Jilid 1 = Principles of marketing,” 2008.

T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” J. Interact. Mark., vol. 18, no. 1, pp. 38–52, Jan. 2004, doi: 10.1002/dir.10073.

F. Corsini, N. M. Gusmerotti, F. Testa, and F. Iraldo, “Exploring waste prevention behaviour through empirical research,” Waste Manag., vol. 79, pp. 132–141, Sep. 2018, doi: 10.1016/j.wasman.2018.07.037




DOI: https://doi.org/10.30988/jmil.v5i1.726

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Christian Kuswibowo

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Jurnal Manajemen Industri dan Logistik is abstracting & indexing in the following databases: 

             DOAJ (Directory of Open Access Journal)DOAJ (Directory of Open Access Journal)

 
 

View My Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


ISSN 2622-528X (Print) and ISSN 2598-5795 (Online)

CORRESPONDENCE :

Unit Penelitian dan Pengabdian Masyarakat (UPPM)
Politeknik APP Jakarta
Kementerian Perindustrian
M. Tirtana Siregar
Managing Editor Jurnal Manajemen Industri dan Logistik
Telp. : 021-7867382/83
HP/WA : 082125910310
email : jurnal@poltekapp.ac.id
Instagram : uppm.poltekapp