eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi
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Abstract
Purchase Intention is an evaluation stage where consumers describe the preferences between brands within a choice and allow it to be able to present an intention in making a purchase of the brand that is most in demand. Purchase Intention is very important for a brand because it can describe the impression of retention from consumers. The advantage for companies in knowing consumer retention so that companies can maintain relationships with consumers in the long term. The purpose of this research is to examine 1) e-WOM and trust can predict purchase intention, 2) e-WOM can predict brand image, 3) brand image can predict purchase intention, 4) brand image mediates the prediction E-WOM on purchase intention. The sampling collection used in this study is the non-probability sampling technique. Conceptual models and analyzes related to hypotheses using convenience sampling. Data collected using a questionnaire with a total of 151 respondents. The sample of this study is consumers who have used or are currently using the brand sport shoes. The results of this study indicate that trust is a positive and significant predictor towards purchase intention. E-WOM is a positive but not significant predictor towards purchase intention. E-WOM is a positive and significant predictor towards brand image. Brand image is a positive and significant predictor of purchase intentions. Brand image can mediate positively and significantly between E-WOM towards purchase intention. This research shows that the existence of E-WOM in an era that is sophisticated as it is today is not necessarily fully able to have a positive impact on communication between companies and consumers in delivering excellence and advantages in using products that are owned by the company. This is because in increasing consumer purchase intentions for company products there are so many aspects or factors that can influence them besides E-WOM. The results of this study are expected to provide advice and input to companies in making planning and decision making going forward.
Purchase Intention adalah suatu tahapan evaluasi dimana konsumen menggambarkan preferensi antara merek di dalam sebuah pilihan dan memungkinkan untuk dapat menghadirkan suatu niat dalam melakukan pembelian terhadap merek yang paling diminati. Purchase Intention sangat penting bagi suatu merek karena dapat menggambarkan kesan retensi dari konsumen. Keuntungan bagi perusahaan dalam mengetahui retensi konsumen agar perusahaan dapat menjaga hubungan dengan konsumen dalam jangkah waktu panjang. Tujuan penelitian adalah untuk menguji apakah 1) e-WOM dan kepercayaan dapat memprediksi niat beli. 2) E-WOM dapat memprediksi citra merek. 3) citra merek dapat memprediksi niat beli. 4) citra merek memediasi prediksi E-WOM pada niat beli. Pengumpulan sampling yang digunakan pada penelitian ini ialah dengan teknik non-probability sampling. Model konseptual dan analisis terkait dengan hipotesis menggunakan convenience sampling. Data dikumpulkan menggunakan kuesioner dengan total 151 responden. Sampel penelitian ini adalah konsumen yang pernah atau sedang menggunakan sepatu olahraga merek tersebut. Hasil penelitian menunjukkan bahwa kepercayaan adalah prediktor positif dan signifikan terhadap niat pembelian. E-WOM adalah prediktor positif tetapi tidak signifikan terhadap niat beli. E-WOM adalah prediktor positif dan signifikan terhadap citra merek. Citra merek adalah prediktor positif dan signifikan dari niat beli. Citra merek dapat memediasi secara positif dan signifikan antara E-WOM terhadap niat beli. Penelitian ini menunjukkan bahwa adanya E-WOM pada jaman yang sudah canggih seperti saat ini, tidak sepenuhnya dapat memberikan dampak yang positif terhadap komunikasi antara perusahaan dengan kon sumen dalam penyampaian keunggulan dan keuntungan dalam menggunakan produk yang dimiliki oleh perusahaan. Hal ini dikarenakan dalam meningkatkan niat pembelian konsumen terhadap produk perusahaan terdapat beberapa aspek atau faktor lain yang dapat mempengaruhinya selain E-WOM.Hasil penelitian ini diharapkan dapat memberikan saran dan masukan kepada perusahaan dalam membuat perencanaan dan pengambilan keputusan kedepannya.
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