PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP BRAND IMAGE SERTA DAMPAKNYA PADA MINAT BELI (Survei pada Mahasiswa Universitas Brawijaya Malang Angkatan 2015/2016 Pengguna Smartphone)

Authors

  • Choirul Umamy
  • Srikandi Kumadji
  • Edy Yulianto

Abstract

The type of research used is explanatory research (explanatory research) with quantitative approach. A sample of 122 respondents who are Student of Brawijaya University Class of 2015/2016 Smartphone Users, and use proportional random sampling techniques. Methods of data collection using questionnaires. Analysis of the data used is descriptive analysis and Path ( Path Analysis) with SPSS. The results of research show that: Electronic Word of Mouth variables has significantly influence on Brand Image variables; Brand Image variables has significantly influence on Purchase Intention variables; Electronic Word of Mouth variables has significantly influence on Purchase Intention variables. Based result above, It can be concluded that the Electronic Word of Mouth affect the Brand Image and Purchase Intention, either directly or indirectly. Thus, Xiaomi must be actively to updating the advantages product and interact with consumers to trigger the electronic word of mouth. Thus making consumers actively participate in providing recommendations and reviews of products. Keywords: Electronic Word of Mouth, Brand Image, Purchase Intention ABSTRAK Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 122 orang  responden yang merupakan Mahasiswa Universitas Brawijaya Malang angkatan 2015/2016 Pengguna Smartphone dengan menggunakan teknik proportional random sampling. Metode pengumpulan data  menggunakan kuesioner.  Analisis dsta meggunakan analisis deskriptif dan analisis Jalur (Path Analysis) dengan bantuan  program SPSS. Penelitian menunjukkan: variabel Electronic Word of Mouth memiliki pengaruh signifikan terhadap variabel Brand Image; variabel Electronic Word of Mouth berpengaruh signifikan terhadap variabel Minat Beli; variabel  Brand Image berpengaruh signifikan terhadap variabel Minat Beli. Dapat disimpulkan bahwa Electronic Word of Mouth mempengaruhi Brand Image, dan Minat Beli, baik secara langsung maupun secara tidak langsung. Dengan demikian, sebaiknya perusahaan produk Smartphone Xiaomi harus lebih aktif mengupdate keunggulan produk serta berinteraksi dengan konsumen untuk memicu electronic word of mouth. Sehingga membuat konsumen berpartisipasi aktif dalam memberikan rekomendasi maupun review produk. Kata Kunci: Electronic Word of Mouth, Brand Image, Minat Beli

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Published

2016-04-20

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Articles