Pengaruh Brand Image, Trust, Perceived Price, dan eWOM terhadap Purchase Intention Smartphone di Jakarta

Deddy Saputra
| Abstract views: 201 | views: 142

Abstract

The purpose of this research is to examine the influence of brand image, trust, perceived price and eWOM (electronic word of mouth) towards purchase intention smartphone on Jakarta. The populations are all smartphone user in Jakarta. The samples data number is collected from 220 respondents who lived in Jakarta, and aged between 21-30 years old who has chosen the smartphone.the data collection technique was carried out by distributing the questionnaires online using Google Form through social media (Whatsapp, Line, Instagram and Facebook). This research uses the non-probability sampling method with conveniece sampling technique. Multiple regression analysis is used to analyze research data by using SPSS Version 22 software. The result of this study has showed that brand image, trust, perceived price and eWOM have positive and significant effect on purchase intention smartphone in Jakarta.

 

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, trust, perceived price and eWOM (electronic word of mouth) terhadap purchase intention smartphone di Jakarta. Populasinya adalah seluruh pengguna smartphone di Jakarta. Jumlah sampel data dikumpulkan dari 220 responden yang berdomisili di Jakarta, berusia antara 21-30 tahun yang telah memilih smartphone. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner secara online menggunakan Google Form melalui media sosial (Whatsapp, Line, Instagram dan Facebook). Penelitian ini menggunakan metode non probability sampling dengan teknik convenience sampling. Analisis regresi berganda digunakan untuk menganalisis data penelitian dengan menggunakan software SPSS versi 22. Hasil penelitian ini menunjukkan bahwa brand image, trust, perceived price dan eWOM berpengaruh positif dan signifikan terhadap purchase intentio smartphone di Jakarta.

Keywords

Brand Image; Trust; Perceived Price; eWOM; Purchase Intention

Full Text:

PDF

References

Assael, H. (1998). Consumer Behavior and Marketing Action, 6th Edition. New York University.

Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1).

Cheng-Ping, L. (2017). Effects of brand image, perceived price, perceived quality, and perceived value on the purchase intention towards sports and tourism products of the 2016 Taichung international travel fair, The Journal of International Management Studies, 12(2).

Hennig-Thurau, T., et. al. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.

Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30, 460-476.

Keni, K., Lerbin, R., A., R., Ary, S., P., (2020). The Impact of Trust, satisfaction, and people’s pride on purchasing intention in the Indonesia batik sector. The Future Opportunities and Challenges of Business in Digital Era 4.0 – Bangsawan et al. (eds) 2020 Taylor & Francis Group, London. (ICEBE).

Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in internet shopping, perceived price or trust? Electronic Commerces, 11, 241-252

Kustiwi, I. & Isnalita. (2018). Trust and Purchasing Intention in E-Commerce: Lazada Indonesia. 10.2991/iccsr-18.2018.7.

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Education, Inc

Lien, Che. H., et. al. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review xx, 1-9.

Luki, L. H., & Keni (2020) Pengaruh brand awareness, brand image dan customer perceived value terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(3), 81-86.

Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behaviour. New Jersey: Pearson Prentice Hall.

Wenny, K. S., & Keni (2018). Pengaruh social network marketing (SNM) dan electronic word of mouth (EWOM) terhadap minat beli pelanggan. Jurnal Manajemen Bisnis dan Kewirausahaan, 2(6), 68-73.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.