PENGARUH EWOM, SOCIAL MEDIA USAGE, BRAND IMAGE DAN FIRM’S BRAND REPUTATION TERHADAP PURCHASE INTENTION

  • Endah Nurhayani Universitas Esa Unggul, Jakarta
  • Feryal Abadi Universitas Esa Unggul, Jakarta

Abstract

Tujuan penelitian ini adalah mengidentifikasi pengaruh Electronic Word of Mouth, Social Media Usage, Brand Image dan Firm’s Brand Reputation terhadap Purchase Intention dan Purchase Decision dengan Trust sebagai intervening dengan memahami perilaku pembelian pada konsumen di Industri Kaca Lembaran. Penelitian ini didukung menggunakan metode purposive sampling yang melibatkan 180 konsumen kaca lembaran. Beberapa temuan dalam penelitian ini adalah Electronic Word of Mouth, Social Media Usage, dan Brand Image tidak memiliki pengaruh langsung yang positif terhadap Purchase Intention. Electronic Word of Mouth dan Brand Image berpengaruh positif terhadap Purchase Intention dimediasi oleh Trust. Social Media Usage tidak memiliki pengaruh positif terhadap Purchase Intention dimediasi oleh Trust. Kemudian, Electronic Word of Mouth, Social Media Usage, dan Brand Image tidak memiliki pengaruh positif terhadap Purchase Decision dimediasi oleh Trust. Terdapat pengaruh positif Purchase Intention dan Purchase Decision. Firm’s Brand Reputation dapat memperkuat hubungan positif Electronic Word of Mouth dan Social Media Usage dengan Purchase Intention. Implikasi manajerial pada penelitian ini bagi organisasi adalah dengan memperkuat marketing intelligence karena dapat mengoptimalkan kinerja perusahaan dan berkomitmen dengan terus melakukan survei kepuasan untuk mengukur tingkat kepuasan konsumen supaya Purchase Decision konsumen terus meningkat.

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Published
2024-07-08
How to Cite
Nurhayani, E., & Abadi, F. (2024). PENGARUH EWOM, SOCIAL MEDIA USAGE, BRAND IMAGE DAN FIRM’S BRAND REPUTATION TERHADAP PURCHASE INTENTION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1600-1629. https://doi.org/10.31955/mea.v8i2.4143
Section
Articles