Analisis Pengaruh Kesadaran Merek, E-Wom, dan Harga yang Dipersepsikan terhadap Niat Pembelian Croffle Dear Butter

Andrean Willyanto, Yenny Lego
| Abstract views: 89 | views: 85

Abstract

Penelitian ini bertujuan untuk mengetahui apakah kesadaran merek, e-WOM, dan harga yang dipersepsikan memiliki pengaruh terhadap niat pembelian. Teknik pengambilan sampel dilakukan dengan purposive sampling. Kuesioner disebarkan pada 100 responden yang merupakan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Metode penelitian ini menggunakan uji validitas, uji reliabilitias, uji koefisien determinasi, uji predictive relevance, uji path coefficient, uji signifikansi, effect size, dan uji hipotesis. Program yang digunakan untuk melakukan analisis data adalah SmartPLS 3. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif dan signifikan dari variabel kesadaran merek, e-WOM, dan harga yang dipersepsikan terhadap niat pembelian.

 

This study aims to determine whether brand awareness, e-WOM, and perceived price have an influence on purchase intention. The sampling technique was carried out by purposive sampling. Questionnaires were distributed to 100 respondents who are students of the Faculty of Economics and Business, Tarumanagara University. This research method uses validity test, reliability test, coefficient of determination test, predictive relevance test, path coefficient test, significance test, effect size, and hypothesis testing. The program used to analyze the data is SmartPLS 3. The results of this study indicate that there is a positive and significant effect of the variables brand awareness, e-WOM, and perceived price on purchase intention.

Keywords

kesadaran merek; e-WOM; harga yang dipersepsikan; niat pembelian; brand awareness; perceived price; purchase intention

Full Text:

PDF

References

Bambauer-Sachse, S. & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003

Hafeez, A., Manzoor, S. & Salman, F. (2017). Impact of Social Networking Sites on Consumer Purchase Intention: An Analysis of Restaurants in Karachi. Journal of Business Strategies, 11(1), 1–20. https://doi.org/10.29270/jbs.11.1(17).001

Lin, Y. C., Wang, Y. & Lee, Y. C. (2015). Exploring the influence of tea beverage health claims on brand evaluation and purchase intention. International Journal of Organizational Innovation, 8(October 2015), 88–100.

Malhotra, N. K., Agarwal, J., Peterson, M. & Agarwal, J. (2006). Methodological issues in cross-cultural marketing. A state-of-the-art review. 13(5), 7–43.

Nurhasanah, Mahliza, F., Nugroho, L. & Putra, Y. M. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071(1), 012017. https://doi.org/10.1088/1757-899x/1071/1/01201

Prastio, A. & Rodhiah. (2021). Pengaruh perceived quality, social influence dan perceived price terhadap purchase intention Brodo. Jurnal Manajerial dan Kewirausahaan, 3(3), 580-590. https://doi.org/10.24912/jmk.v3i3.13130

Sekaran, U. dan Bougie, R. (2016). Research Methods For Business: A Skill Building Approach, 7th Edition. New Jersey: Wiley.

Son, J. & Jin, B. E. (2019). When do high prices lead to purchase intention? Testing two layers of moderation effects. Asia Pacific Journal of Marketing and Logistics, 31(5), 1516–1531. https://doi.org/10.1108/APJML-07-2018-0271

Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif R&D. Bandung: Alfabeta.

Susilowati, E. & Novita, S. A. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers’ purchase intention: a case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039. https://doi.org/10.14807/ijmp.v11i1.981

Ulrica, T. & Lego, Y. (2021). Pengaruh pengetahuan produk, keterlibatan produk, dan e-wom terhadap niat pembelian produk max factor pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Tarumanagara melalui website Sociolla di Jakarta. Jurnal Manajerial dan Kewirausahaan, Volume III No. 2/2021, Hal: 491-499. https://doi.org/10.24912/jmk.v3i2.11896

Yaseen, S. & Mazahir, I. (2019). Impact of Corporate Credibility, Brand Awareness, Brand Image and Brand Loyalty on Purchase Intention in the Telecommunication Sector of Karachi. Journal of Indonesian Economy and Business, 12(1), 86–100.

Yen, Y. S. (2020). Exploring the synergy effect of trust with other beliefs in television shopping. Management Decision, 58(3), 428–447. https://doi.org/10.1108/MD-11-2016-0814

Zhong, Y. & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods, 9(4), 460.

Copyright (c) 2022 Jurnal Manajerial Dan Kewirausahaan
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.