Pengaruh E-WOM dan Perceived Quality terhadap Purchase Intention Rokok Elektrik dengan Brand Image sebagai Variabel Mediasi di Jakarta Barat

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Diterbitkan: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29833
Kata Kunci:
e-WOM, brand image, perceived quality, purchase intention
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Damar Wisang Ismunarbowo
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstrak

Penelitian ini dilakukan untuk mengetahui pengaruh e-WOM dan perceived quality terhadap purchase intention rokok elektrik dengan brand imagesebagai variabel mediasi di Jakarta Barat Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Populasi yang digunakan yaitu individu yang mengetahui produk/merek dan pelanggan Rokok Elektrik yang berdomisili di Jakarta Barat dengan teknik pengambilan sampel menggunakan purposive sampling degan jumlah responden sebanyak 110 responden. Analisis data menggunakan metode SEM-PLS dengan software SmartPLS ver 3.0. Hasil penelitian menunjukkan bahwa e-WOM berpengaruh signifikan pada Brand image., sedangkan Perceived quality tidak berpengaruh signifikan pada Brand image. Selanjutya,  e-WOM berpengaruh signifikan pada Brand image. Demikian pula, Brand image mampu memediasi e-WOM dalam mempengaruhi purchase intention konsumen rokok elektrik di Jakarta Barat.
 

This research was conducted to determine the influence of e-WOM and perceived quality on purchase intention for electronic cigarettes with brand image as a mediating variable in West Jakarta. This research uses quantitative methods with a descriptive research type. The population used is individuals who know the product/brand and electronic cigarette customers who live in West Jakarta. The sampling technique used purposive sampling with a total of 110 respondents. Data analysis used the SEM-PLS method with SmartPLS software ver 3.0. The research results show that e-WOM has a significant effect on brand image, while perceived quality has no significant effect on brand image. Furthermore, e-WOM has a significant effect on brand image. Likewise, brand image is able to mediate e-WOM in influencing the purchase intention of electronic cigarette consumers in West Jakarta.

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Vol 6 No 2 (2024): Jurnal Manajerial dan Kewirausahaan
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Biografi Penulis

Damar Wisang Ismunarbowo, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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