Main Article Content
Abstract
Penelitian ini bermaksud untuk mengkaji niat beli pada produk fashion big size dari penelitian sebelumnya karena terdapat ke tidak konsistenan pada hasil penelitian sebelumnya terhadap faktor yang dipengaruhinya. Metode yang dipakai pada penelitian ini menggunakan pendekatan kuantitatif. Metode sampling yang digunakan yaitu non probability sampling serta teknik pengambilan melalui purposive sampling. Teknik analisis data yang dipakai penelitian ini menggunakan metode PLS-SEM. Responden yang diteliti ada 105 responden dengan populasi penelitian yaitu konsumen yang pernah membeli produk fashion big size Jirostore.co. Variabel pada penelitian ini adalah e-WOM, citra merek, kepercayaan, dan niat beli. Hasil penelitian ini menemukan bahwa e-WOM berpengaruh positif dan signifikan terhadap citra merek. Pengaruh e-WOM terhadap kepercayaan juga berpengaruh positif dan signifikan. Pengaruh e-WOM terhadap niat beli berpengaruh positif dan signifikan. Hubungan antara kepercayaan juga dinyatakan positif dan signifikan terhadap niat beli. Citra merek dinyatakan positif dan signifikan terhadap niat beli. Penelitian ini diharapkan bisa menambah penelitian mengenai produk fashion big size karena masih terbatasnya penelitian di Indonesia.
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Copyright (c) 2023 Syafira Nur Rachma, Murwanto Sigit
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Alfian, Z. and Utami, S. (2019) ‘Pengaruh E-WOM Terhadap Keinginan Untuk Membeli Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Pengguna Aplikasi Steam Di Banda Aceh’, Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(1), pp. 68–78.
- Alwafi, F. and Magnadi, R.H. (2016) ‘Pengaruh persepsi keamanan, kemudahan bertransaksi, kepercayaan terhadap toko dan pengalaman berbelanja terhadap minat beli secara online pada situs jual beli tokopedia. com’, Diponegoro Journal of Management, 5(2), pp. 134–148.
- Daniels, J., Kunkel, T. and Karg, A. (2019) ‘New brands: Contextual differences and development of brand associations over time’, Journal of Sport Management, 33(2), pp. 133–147.
- Elseidi, R.I. and El-Baz, D. (2016) ‘Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt’, The Business & Management Review, 7(5), pp. 268-276.
- Farzin, M. and Fattahi, M. (2018) ‘eWOM through social networking sites and impact on purchase intention and brand image in Iran’, Journal of Advances in Management Research, 15(2), pp. 161–183.
- Goldsmith, R.E. (2008) Electronic word-of-mouth. In Electronic commerce: Concepts, methodologies, tools, and applications (pp. 2143-2149). IGI Global.
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- Khoa, B.T., Nguyen, T.D. and Nguyen, V.T.-T. (2020) ‘The intention to purchase designed fashion product of Vietnamese Designer: The mediator of customer relationship’, Journal of Business and Retail Management Research, 14(2), pp. 22-32.
- 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.
- Lkhaasuren, M. and Nam, K.-D. (2018) ‘The effect of electronic word of mouth (eWOM) on purchase intention on Korean cosmetic products in the Mongolian market’, Journal of International Trade & Commerce, 14(4), pp. 161–175.
- Loviga, L.T. and Febriyantoro, M.T. (2023) ‘Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Pembelian Produk Erigo’, Bussman Journal: Indonesian Journal of Business and Management, 3(1), pp. 341–355.
- Lubis, D.I.D. and Hidayat, R. (2017) ‘Pengaruh citra merek dan harga terhadap keputusan pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan’, Jurnal Ilman: Jurnal Ilmu Manajemen, 5(1), pp. 15–24.
- Luo, M.M. et al. (2011) ‘An examination of the effects of virtual experiential marketing on online customer intentions and loyalty’, The Service Industries Journal, 31(13), pp. 2163–2191.
- Luong, D.B., Vo, T.H.G. and Le, K.H. (2017) ‘The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism’, International Journal of Research Studies in Management, 6(1), pp. 53–63.
- Maskuri, M.A. et al. (2019) ‘Kepercayaan, kemudahan penggunaan dan electronic word of mouth terhadap minat beli online’, Jurnal Manajemen Kewirausahaan, 16(2), pp. 139–150.
- Reza Jalilvand, M. and Samiei, N. (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, 30(4), pp. 460–476.
- Saroh, S. (2020) ‘Pengaruh Electronic Word Of Mouth, Online Consumer Review, Dan Integrated Marketing Communication di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes)’, JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 9(1), pp. 35–42.
- Torlak, O. et al. (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, 8(2), pp. 61–68.
References
Ahmad, M., Tumbel, T.M. and Kalangi, J.A.F. (2020) ‘Pengaruh Citra Merek Terhadap Minat Beli Produk Oriflame Di Kota Manado’, Jurnal Administrasi Bisnis (JAB), 10(1), pp. 25–31.
Al-Debei, M.M., Akroush, M.N. and Ashouri, M.I. (2015) ‘Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality’, Internet Research, 25(5), pp. 707–733.
Alfian, Z. and Utami, S. (2019) ‘Pengaruh E-WOM Terhadap Keinginan Untuk Membeli Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Pengguna Aplikasi Steam Di Banda Aceh’, Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(1), pp. 68–78.
Alwafi, F. and Magnadi, R.H. (2016) ‘Pengaruh persepsi keamanan, kemudahan bertransaksi, kepercayaan terhadap toko dan pengalaman berbelanja terhadap minat beli secara online pada situs jual beli tokopedia. com’, Diponegoro Journal of Management, 5(2), pp. 134–148.
Daniels, J., Kunkel, T. and Karg, A. (2019) ‘New brands: Contextual differences and development of brand associations over time’, Journal of Sport Management, 33(2), pp. 133–147.
Elseidi, R.I. and El-Baz, D. (2016) ‘Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt’, The Business & Management Review, 7(5), pp. 268-276.
Farzin, M. and Fattahi, M. (2018) ‘eWOM through social networking sites and impact on purchase intention and brand image in Iran’, Journal of Advances in Management Research, 15(2), pp. 161–183.
Goldsmith, R.E. (2008) Electronic word-of-mouth. In Electronic commerce: Concepts, methodologies, tools, and applications (pp. 2143-2149). IGI Global.
Ilmiyah, K. and Krishernawan, I. (2020) ‘Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto’, Maker: Jurnal Manajemen, 6(1), pp. 31–42.
Khoa, B.T., Nguyen, T.D. and Nguyen, V.T.-T. (2020) ‘The intention to purchase designed fashion product of Vietnamese Designer: The mediator of customer relationship’, Journal of Business and Retail Management Research, 14(2), pp. 22-32.
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.
Lkhaasuren, M. and Nam, K.-D. (2018) ‘The effect of electronic word of mouth (eWOM) on purchase intention on Korean cosmetic products in the Mongolian market’, Journal of International Trade & Commerce, 14(4), pp. 161–175.
Loviga, L.T. and Febriyantoro, M.T. (2023) ‘Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Pembelian Produk Erigo’, Bussman Journal: Indonesian Journal of Business and Management, 3(1), pp. 341–355.
Lubis, D.I.D. and Hidayat, R. (2017) ‘Pengaruh citra merek dan harga terhadap keputusan pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan’, Jurnal Ilman: Jurnal Ilmu Manajemen, 5(1), pp. 15–24.
Luo, M.M. et al. (2011) ‘An examination of the effects of virtual experiential marketing on online customer intentions and loyalty’, The Service Industries Journal, 31(13), pp. 2163–2191.
Luong, D.B., Vo, T.H.G. and Le, K.H. (2017) ‘The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism’, International Journal of Research Studies in Management, 6(1), pp. 53–63.
Maskuri, M.A. et al. (2019) ‘Kepercayaan, kemudahan penggunaan dan electronic word of mouth terhadap minat beli online’, Jurnal Manajemen Kewirausahaan, 16(2), pp. 139–150.
Reza Jalilvand, M. and Samiei, N. (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, 30(4), pp. 460–476.
Saroh, S. (2020) ‘Pengaruh Electronic Word Of Mouth, Online Consumer Review, Dan Integrated Marketing Communication di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes)’, JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 9(1), pp. 35–42.
Torlak, O. et al. (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, 8(2), pp. 61–68.