Pengaruh Jumlah dan Kredibilitas E-WOM terhadap Niat Beli Online Garnier dengan Brand Image sebagai Mediasi

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Published: Apr 30, 2025
DOI: https://doi.org/10.24912/jmk.v7i2.34002
Keywords:
jumlah e-WOM, kredibilitas e-WOM, niat beli daring, citra merek, e-WOM quantity, e-WOM credibility, purchase intention, brand image
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Dominic Kenji Kurnia Surya
Universitas Tarumanagara
Louis Utama
Universitas Tarumanagara

Abstract

Penelitian ini menguji pengaruh e-WOM quantity dan e-WOM credibility terhadap online purchase intention yang dimediasi oleh brand image. Penelitian ini berfokus pada konsumen produk Garnier di Jakarta, dengan melibatkan 160 sampel. Data yang terkumpul dengan instrument kuesioner (G-form) dianalisis oleh peneliti menggunakan perangkat lunak SmartPLS4. Dalam penelitian ini dapat disimpulkan bahwa e-WOM quantity, e-WOM credibility dan brand image berpengaruh positif terhadap online purchase intention produk Garnier di Jakarta. Brand image memediasi pengaruh antara e-WOM quantity dan e-WOM credibility dengan online purchase intention melalui produk Garnier di Jakarta. Mengindikasikan bahwa pentingnya perusahaan, khususnya Garnier, untuk meningkatkan kuantitas dan kredibilitas e-WOM serta memperkuat citra merek guna mendorong niat pembelian konsumen secara online. Perusahaan harus fokus pada upaya untuk memperbaiki kualitas ulasan dan memperkuat citra merek melalui strategi pemasaran yang efektif, agar dapat menarik lebih banyak konsumen dan meningkatkan penjualan di platform daring. Selain itu, perusahaan juga perlu mempertimbangkan pengelolaan reputasi online secara berkelanjutan untuk tetap bersaing di pasar yang kompetitif.

This research examines the influence of e-WOM quantity and e-WOM credibility on online purchase intentions which are mediated by brand image. This research focuses on consumers of Garnier products in Jakarta, involving 160 samples. Data collected through a questionnaire instrument (G-form) was analyzed by researchers using SmartPLS4 software. In this research, it can be concluded that e-WOM quantity, e-WOM credibility and brand image have a positive effect on online purchase intentions for Garnier products in Jakarta. Mediating the influence of brand image between e-WOM quantity and e-WOM credibility with online purchase intentions through Garnier products in Jakarta. Indicates the importance of companies, especially Garnier, to increase the quantity and credibility of e-WOM and strengthen brand image to encourage consumer purchasing intentions online. Companies should focus efforts on improving the quality of reviews and strengthening brand image through effective marketing strategies, in order to attract more consumers and increase sales on bold platforms. Apart from that, companies also need to consider managing their online reputation on an ongoing basis to remain competitive in a competitive market.

Article Details

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Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Dominic Kenji Kurnia Surya, Universitas Tarumanagara

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

Louis Utama, Universitas Tarumanagara

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

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