PENGARUH AUTHENTICITY DAN EMOTIONAL ATTACHMENT CHELSEA OLIVIA DI INSTAGRAM TERHADAP WORD OF MOUTH (WOM) DAN PURCHASE INTENTION KONSUMEN DI SURABAYA

  • Dwiki Wahyuni Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Authenticity, Emotional Attachment, Word of Mouth (WOM), Purchase Intention

Abstract

Penelitian ini bertujuan untuk menguji pengaruh authenticity dan emotional attachment Chelsea Olivia di Instagram terhadap Word of Mouth (WOM) dan purchase intention konsumen di Surabaya. Penelitian in menggunakan pendekatan kuantitatif dan jenis penelitian ini adalah penelitian kasual. Variabel yang digunakan dalam penelitian ini adalah authenticity, emotional attachment, Word of Mouth (WOM) dan purchase intention. Jumlah sampel yang digunakan dalam penelitian ini adalah 200 sampel. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan program SPSS versi 18 dan AMOS versi 21. Hasil dalam penelitian menunjukkan bahwa authencity berpengaruh positif terhadap word of mouth (WOM) dan purchase intention. Authenticity berpengaruh positif terhadap emotional attachment. Emotional attachment berpengaruh positif terhadap word of mouth (WOM) dan purchase intention. Emotional attachment secara tidak langsung mempengaruhi hubungan antara authenticity Chelsea Olivia di Instagram dan word of mouth (WOM) konsumen di Surabaya. Emotional attachment secara tidak langsung mempengaruhi hubungan antara authenticity Chelsea Olivia di Instagram dan purchase intention konsumen di Surabaya.

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References

Bagozzi, R.P., dan Ahuvia, A. C., 2014 Brand Love : Construct Validity, Managerial Utility, and New Conceptual Insights, Working Paper, University of Michigan, Ann Arbor, MI

Carroll, B. Dan Ahuvia, A., 2006, Some Antecedents and Outcomes of Brand Love, Marketing Letters, Vol.17 No.2 pp. 79-89.

Hair, j. F. et al., 2010, Multivariate Data Analysis, Seventh Edition, Prentice Hall Inc: New Jersey
Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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