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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.
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References
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- Schiffman, L. G. and Kanuk, L. L. (2007) Perilaku Konsumen. 7th edn. Jakarta: Indeks.
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References
Agmeka, F. et al. (2019) ‘The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce’, Procedia Computer Science, 161, pp. 851–858. doi: 10.1016/j.procs.2019.11.192.
Ajzen, I. and Fishbein, M. (1972) ‘Attitudes and normative beliefs as factors influencing behavioral intentions’, Journal of Personality and Social, 21(1), pp. 1–9.
Andre Prastyo, N. A., Suharto, A. and Tyas, W. M. (2018) ‘Pengaruh E-wom (Electronic word of mouth) dan Harga Terhadap Minat Beli Pada Online Shop.’, Fakultas Ekonomi Universitas Muhammadiyah Jember, pp. 1–7.
Asra, A. L. (2021) ‘Pengaruh E-WOM, Keuntungan Relatif, dan Kepercayaan Terhadap Sikap Generasi Z untuk Melakukan Pembelian Online’, Universitas Andalas. Available at: http://scholar.unand.ac.id/id/eprint/93114.
Azjen, I. (1991) ‘The theory of planned behavior’, Organizational Behavior and Human Decision Processes, 50(2), pp. 179–211. doi: https://doi.org/10.1016/0749-5978(91)90020-T.
Brand, P. et al. (2019) ‘Pengaruh Brand Image Dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Oriflame Di Manado’, Junral EMBA: Jurnal Riset, Ekonomi, Manajemen, Bisnis, dan Akuntansi, 7(1), pp. 131–140.
Bruyn, A. De and Lilien, G. L. (2018) ‘A Multi-Stage Model of Word-of-Mouth Influence Through Viral Marketing’, International Journal of Research in Marketing, 25(3) pp. 151-163. doi: 10.1016/j.ijresmar.2008.03.004.
Engel (1992) Consumer Behavior. 6th edn. Chicago: The Dryden Press.
Erdogmus, I. E. (2012) ‘The Impact of Social Media Marketing on Brand Loyalty’, Procedia - Social and Behavioral Sciences, 58, pp.1353-1360. doi: 10.1016/j.sbspro.2012.09.1119.
Erkan, I. and Evans, C. (2016) ‘Computers in Human Behavior The in fl uence of eWOM in social media on consumers ’ purchase intentions : An extended approach to information adoption’, Computers in Human Behavior, 61, pp. 47–55. doi: 10.1016/j.chb.2016.03.003.
Ghozali and Fuad (2008) Structural Equation Modeling : Teori, Konsep, dan Aplikas. Semarang: Universitas Diponegoro.
Halbusi, H. Al (2018) ‘The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper’, SocioEconomic Challenges, 2(3), pp. 83-94. doi: 10.21272/sec.3(2).83-94.2018.
Hennig-thurau, T. et al. (2004) ‘Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?’, Journal of Interactive Marketing, 18(1), pp. 38-52. doi: 10.1002/dir.10073.
Keller, K, L. (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing, 57(1), pp. 1–22. doi: https://doi.org/10.1177/002224299305700101.
Kotler, P. and Armstrong (2008) Prinsip-Prinsip Pemasaran 1. 12th edn. Jakarta: Erlangga.
Kotler, P. and Keller, K. L. (2007) Manajemen Pemasaran. Millenium Edition. 12th edn. Jakarta: Indeks.
Kotler, P. and Keller, K. L. (2009) Manajemen Pemasaran. 3rd edn. Jakarta: Erlangga.
Kotler, P. and Keller, K. L. (2013) Manajemen Pemasaran. 2nd edn. Jakarta: Erlangga.
Lee, M. K. O. et al. (2006) ‘Understanding customer knowledge sharing in web-based discussion boards: An exploratory study’, Internet Research, 16(3), pp. 289–303. doi: 10.1108/10662240610673709.
Lien, C. H. et al. (2015) ‘Online hotel booking: The effects of brand image, price, trust and value on purchase intentions’, Asia Pacific Management Review, 20(4), pp. 210–218. doi: 10.1016/j.apmrv.2015.03.005.
Litvin, S. W., Goldsmith, R. E. and Pan, B. (2008) ‘Electronic word-of-mouth in hospitality and tourism management’, Tourism Management, 29(3), pp. 458–468. doi: 10.1016/j.tourman.2007.05.011.
Martínez, P., Pérez, A. and Rodríguez del Bosque, I. (2014) ‘Exploring the Role of CSR in the Organizational Identity of Hospitality Companies: A Case from the Spanish Tourism Industry’, Journal of Business Ethics, 124(1), pp. 47–66. doi: 10.1007/s10551-013-1857-1.
Mumtaz M, A.-D., Mamoun N, A. and Ibrahiem A, M. (2015) ‘Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality’, Internet Research, 25(5), pp. 703–733. doi: 10.1108/IntR-05-2014-0146.
Riyandika, M. N. (2013) Analisa Pengaruh Electronic Word-Of-Mouth, Argument Quality, Message Source Credibility terhadap Brand Image dan Dampaknya Pada Purchase Intention. Universitas Bina Nusantara. Available at: http://eprints2.binus.ac.id/id/eprint/25862.
Schiffman, L. G. and Kanuk, L. L. (2007) Perilaku Konsumen. 7th edn. Jakarta: Indeks.
Sinay, S. O. and Hussein, A. S. (2015) ‘Pengaruh Electronic Word Of Mouth (EWOM) Terhadap Sikap dan Niat Beli Konsumen Pada Produk The Body Shop dalam Forum Female Daily’, Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 10(1), pp. 1689–1699. Available at: https://jimfeb.ub.ac.id/index.php/jimfeb/article/download/1795/1645.
Winarti, C. E. (2015) ‘Pengaruh Motivasi Konsumen, Persepsi Kualitas, Sikap Konsumen, dan Harga Terhadap Keputusan Pembelian Mobil Nissan Grand Livina di Daeler Pusat PT Nissan Motor Indonesia’, Kelola, 2(3), pp. 12–21.