PERAN KREDIBILITAS INFLUENCER, PENGETAHUAN PRODUK, DAN NEGARA ASAL PADA NIAT BELI SMARTPHONE OPPO A9 2020

Main Article Content

Ilham Candra Prayoga
Yessy Artanti

Abstract

Di era saat ini, perkembangan zaman dan mobilitas manusia yang semakin tinggi, teknologi komunikasi pada media sosial juga berkembang terutama mengenai smartphone. Smartphone Oppo A9 2020 yang dirilis di Indonesia pada September 2019. Diposisikan sebagai kelas menengah atas, harga terjangkau, tetapi dengan spesifikasi kamera dan internal memuaskan, Oppo A9 2020 mengusung chipset Snapdragon 665 sebagai 'otak' utamanya. Jenis dan ukuran layar: IPS 6,5 inci, namun terdapat smartphone Realme 5 pro yang menjadi rival Oppo A9 2020 di mana merek Oppo merupakan merek smartphone yang lebih dulu hadir dan unggul daripada merek smartphone Realme, namun smartphone Realme lebih menarik niat konsumennya di Indonesia. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh influencer credibility, product knowledge, dan country of origin terhadap purchase intention calon pembeli smartphone Oppo A9 2020. Pengolahan data pada penelitian ini menggunakan regresi linier berganda dengan teknik nonprobability sampling dan metode yang digunakan adalah judgmental sampling pada sampel berjumlah 200 responden melalui media sosial. Penelitian ini menunjukkan hasil dari pengaruh kredibilitas influencer, pengetahuan produk serta asal negara memiliki pengaruh positif yang signifikan terhadap niat beli pada produk smartphone Oppo A9 2020.

 

In the current era, the times and the increasingly high mobility of people, communication technology on social media is also developing, especially regarding smartphones. Oppo A9 2020 smartphone released in Indonesia in September 2019. Positioned as an upper middle class, affordable prices, but with satisfying camera and internal specifications, the Oppo A9 2020 carries the Snapdragon 665 chipset as its main 'brain'. Screen type and size: IPS 6.5 inches, but there is a Realme 5 pro smartphone that rivals the Oppo A9 2020 where the Oppo brand is a smartphone brand that is first present and superior to the Realme smartphone brand, but the Realme smartphone is more attractive to consumers in Indonesia. . This study aims to analyze and discuss the influence of influencer credibility, product knowledge, and country of origin on the purchase intention of prospective smartphone buyers for the Oppo A9 2020. Data processing in this study uses multiple linear regression with nonprobability sampling techniques and the method used is judgmental sampling on the sample totaling 200 respondents through social media. This study shows the results of the influence of influencer's credibility, product knowledge and country of origin have a significant positive effect on purchase intentions on the Oppo A9 2020 smartphone product.

Article Details

Section
Articles
Author Biographies

Ilham Candra Prayoga, Universitas Negeri Surabaya

Jurusan Manajemen

Yessy Artanti, Universitas Negeri Surabaya

Jurusan Manajemen

References

Assael, H. (1988). Consumer Behavior and Marketing Action. 3rd ed. 700.

Bamber, D., Phadke, S., & Jyothishi, A. (2012). Product-Knowledge, Ethnocentrism and Purchase Intention : COO Study in India. NMIMS Management Review, XXII(August), 59–81.

Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1), 191–216. https://doi.org/10.1108/03090561111095658

Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir.20082

Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal, 29(12), 1687–1706. https://doi.org/10.1080/02642060902793557

Dinata, J. (2015). COUNTRY OF ORIGIN DAN PENGARUHNYA TERHADAP PERSEPSI KUALITAS DAN MINAT BELI (Survei pada Calon Konsumen yang Berminat Membeli iPad di Indonesia). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 25(1), 86116.

Hui, T. X. (2017). The Effect of source credibility on consumers’ purchase intention in Malaysia online community. Journal of Arts and Social Sciences, 1(1), 12–20.

Indonesia Digital 2019 : Media Sosial - Websindo. (n.d.). Retrieved February 3, 2020, from https://websindo.com/indonesia-digital-2019-media-sosial/

Josiassen, A., & Assaf, A. (2010). Country-of-origin contingencies: Their joint influence on consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 22(3), 294–313. https://doi.org/10.1108/13555851011062241

Kusuma, I. D., & Untarini, N. (2014). Pengaruh Pengetahuan Produk Terhadap Niat Beli Dengan Sikap Sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 2, 1573–1583.

Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence. Journal of Vacation Marketing, 18(3), 185–195. https://doi.org/10.1177/1356766712449365

Laroche, M., Bergeron, J., & Goutaland, C. (2003). How intangibility affects perceived risk: The moderating role of knowledge and involvement. Journal of Services Marketing, 17(2), 122–140. https://doi.org/10.1108/08876040310467907

Lee, J., Park, D. H., & Han, I. (2011). The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet Research, 21(2), 187–206. https://doi.org/10.1108/10662241111123766

Lin, N.-H. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention. Journal of International Management Studies, January, 121–132.

Mahrinasari, M. S., Marquette, C., & Bangsawan, S. (2017). Impact of electronic word-of-mouth communication on building brand equity: An Indonesian perspective. Journal for Global Business Advancement, 10(5), 527–545. https://doi.org/10.1504/JGBA.2017.10009920

Manuarang, R. N., & Administrasi, F. I. (2018). Pengaruh Product Knowledge Terhadap Purchase Intention ( Survei pada Pengunjung Toko Buku UB Press , Kota Malang ). Jurnal Administrasi Bisnis (JAB), 55(3), 41–47.

Media Sosial, Post Truth dan Literasi Digital – Kantor Staf Presiden. (n.d.). Retrieved February 10, 2020, from http://ksp.go.id/media-sosial-post-truth-dan-literasi-digital/

Media sosial - Wikipedia bahasa Indonesia, ensiklopedia bebas. (n.d.). Retrieved December 5, 2019, from https://id.wikipedia.org/wiki/Media_sosial

Mengenal GadgetIn : Channel Reviewer Gadget Terbaik yang Anti Drama-Drama Club | KASKUS. (n.d.). Retrieved December 26, 2019, from https://www.kaskus.co.id/thread/5c393d5b5cf6c458be2c1bc4/mengenal-gadgetin--channel-reviewer-gadget-terbaik-yang-anti-drama-drama-club/?order=asc

Mohd, N. Y., Nasser, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38–48. https://doi.org/10.1108/10610420710731142

Peran Youtube Dalam Strategi Marketing Di Era Digital - Dunia Fintech. (n.d.). Retrieved February 25, 2020, from https://www.duniafintech.com/peran-youtube-dalam-strategi-marketing-di-era-digital/

Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing. In Dana.

Picaully, M. R. (2018). Pengaruh Kepercayaan Pelanggan Terhadap Niat Pembelian Gadget Di Shopee Indonesia. 18(1), 31–40. http://journal.maranatha.edu/jmm

Sari, M. I. (2019). Pengaruh Information Quality dan Relationship Quality Terhadap Uncertainty Reduction Dan Purchase Intention. 3(1), 112–121.

Semuel, H., & Wijaya, E. (2007). Corporate Social Responsibility, Purchase Intention Dan Corporate Image Pada Restoran Di Surabaya Dari Perspektif Pelanggan. Jurnal Manajemen Pemasaran, 3(1), 35–54.

Shimp, T. A. (2018). Periklanan Promosi (S. Saat & W. C. Kristiaji (Eds.); Kelima). Erlangga.

Shirin, K., & Kambiz, H. H. (2011). The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions. Chinese Business Review, 10(08), 601–615. https://doi.org/10.17265/1537-1506/2011.08.004

Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17–35. https://doi.org/10.1080/00913367.2002.10673664

Sumarwan, U. (2015). Perilaku Konsumen (R. Sikumbang (Ed.); Kedua). Ghalia Indonesia.