Faktor yang Mempengaruhi Purchase Intention Pelanggan Somethinc di Jakarta Barat
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh E-WOM, perceived quality dan brand image terhadap purchase intention pada pelanggan Somethinc di Jakarta Barat. Penelitian ini menggunakan metode deskriptif dengan data primer. Data diperoleh dengan kuesioner yang disebarkan secara online melalui media sosial dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini ialah individu yang mengetahui produk atau merek dan pelanggan Somethinc di Jakarta Barat. Sampel yang digunakan dalam penelitian ini berjumlah 144 responden. Data dianalisis dengan SEM-PLS dan dikalkulasi menggunakan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: a) E-WOM memiliki pengaruh positif dan signifikan dalam memprediksi purchase intention; b) perceived quality memiliki pengaruh positif dan signifikan dalam memprediksi purchase intention; c) brand image memiliki pengaruh positif dan signifikan dalam memprediksi purchase intention dan d) brand image dapat memediasi pengaruh hubungan antara E-WOM terhadap purchase intention secara positif dan signifikan. Dari hasil penelitian yang diperoleh, disarankan supaya perusahaan dapat lebih fokus terhadap E-WOM, perceived quality, dan brand image yang baik supaya dapat lebih meningkatkan purchase intention pada pelanggan.
The purpose of this research was to determine the effect of E-WOM, perceived quality and brand image on purchase intention of Somethinc customers in West Jakarta. This research used descriptive method with primary data. Data were collected using questionnaires and distributed online via social media using non-probability sampling and purposive sampling techniques. The population are individuals who know the product or brand and customers of Somethinc in West Jakarta. The sample used in this study are 144 respondents. Data were analyzed using SEM-PLS and calculated using SmartPLS 4 software. The results of this research indicate that: a) E-WOM has a positive and significant effect on predicting purchase intention; b) perceived quality has a positive and significant effect in predicting purchase intention; c) brand image has a positive and significant effect in predicting purchase intention and d) brand image can mediate the effect of the relationship between E-WOM on purchase intention in a positive and significant way. From the research results obtained, it is suggested that company can more focus on good E-WOM, perceived quality and a brand image in order to further increase customer purchase intention.
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