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

Christian Kuswibowo · Aji Kresno Murti

15 citations0/0 files storedJurnal Manajemen Industri dan Logistik

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Retail Behavior Studies

Abstract

AbstractThis 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.AbstrakPenelitian 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.

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2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2012The impact of electronic word-of-mouth communication: A literature analysis and integrative model 2010Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations 2016A Capability Perspective on Relationship Ending and Its Impact on Product Innovation Success and Firm Performance 2018Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping: Perspektif Pemasaran Agribisnis

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