Peran E-WOM, Negara Asal Produk, Citra Merek terhadap Niat Beli Smartphone Huawei

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Published: Oct 31, 2024
DOI: https://doi.org/10.24912/jmk.v6i4.32737
Keywords:
percakapan mulut ke mulut secara elektronik negara asal produk citra merek niat beli electronic word of mouth country of origin brand image purchase intention

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Edbert Kent
Universitas Tarumanagara
Cokki Cokki
Universitas Tarumanagara

Abstract

Penelitian ini mengisi kesenjangan penelitian sebelumnya dengan mengeksplorasi pengaruh percakapan mulut ke mulut elektronik, negara asal produk, dan citra merek terhadap niat beli smartphone Huawei, variabel-variabel tersebut belum pernah diteliti bersama-sama sebelumnya dalam konteks smartphone yang bermerek Huawei. Tujuan dari penelitian ini adalah untuk menguji pengaruh percakapan mulut ke mulut secara elektronik dan negara asal produk terhadap citra merek dan niat beli serta menguji citra merek sebagai mediasi antara percakapan mulut ke mulut secara elektronik dengan niat beli. Sampel dari penelitian ini adalah 213 orang-orang yang mengetahui smartphone Huawei di Indonesia. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian dianalisis menggunakan PLS-SEM. Hasil dari penelitian ini adalah percakapan mulut ke mulut secara elektronik berpengaruh positif terhadap citra merek dan niat beli baik secara langsung maupun melalui citra merek, negara asal produk berpengaruh positif terhadap niat beli, kemudian citra merek berpengaruh positif terhadap niat beli.
 

This research complements previous research by exploring the effect of electronic word of mouth, country of origin, and brand image on purchase intention for Huawei smartphones, these variables have never been studied together before in the context of Huawei smartphones. This research fills the gap in previous researches by examining Huawei branded smartphones which have never been studied before. The purpose of this study was to examine the effect of electronic word of mouth and country of origin on brand image and purchase intention and then brand image as a mediation between electronic word of mouth to purchase intention. The sample of this research are 213 people who knew Huawei smartphones in Indonesia. The convenience sampling method was used by distributing questionnaires online which were then analyzed using PLS-SEM. The results of this study are that electronic word of mouth has a positive effect on brand image and purchase intention, both directly and through brand image, country of origin has a positive effect on purchase intention, then brand image has a positive effect on purchase intention.

Article Details

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Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Edbert Kent, Universitas Tarumanagara

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

Cokki Cokki, Universitas Tarumanagara

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

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