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Submitted
5 August 2022
Accepted
10 August 2022
Published
10 August 2022
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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh pengaruh eWOM dan brand image terhadap sikap dan minat beli konsumen pakaian pada E-Commerce di Yogyakarta. Analisis yang digunakan menggunakan program aplikasi AMOS versi 26.0. Penelitian ini dilakukan di Yogyakarta. Penelitian ini merupakan penelitian kausalitas dengan variabel yang meliputi eWOM (Electronic Word of Mouth) dan brand image serta variabel tergantung meliputi sikap dan minat beli. Populasi yang digunakan adalah semua konsumen pakaian pada e-commerce di Yogyakarta. Teknik pengambilan sampel menggunakan non-probability sampling, yaitu purposive sampling. Jumlah sampel yang digunakan sebanyak 303 responden dan dianalisis dengan pendekatan SEM. Hasil analisis data menunjukkan bahwa brand image dan sikap berpengaruh positif dan signifikan terhadap minat beli. Brand image berpengaruh positif dan signifikan terhadap sikap. eWOM berpengaruh negatif dan tidak signifikan terhadap sikap. eWOM berpengaruh positif namun tidak signifikan tergadap minat beli.

Keywords

eWOM brand image sikap minat beli

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Copyright (c) 2022 Abad Amru Al Majid, Sumadi

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Majid, A. A. A., & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Sikap dan Minat Beli Konsumen Pakaian Pada E-Commerce di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 24–38. Retrieved from https://journal.uii.ac.id/selma/article/view/24957
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