PENGARUH ELEKTRONIC WORLD OF MOUTH TERHADAP BRAND IMAGE DAN PURCHASE INTENTION SMARTPHONE SAMSUNG DI SURABAYA
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Keywords:
electronic word of mouth, brand image, purchase intention
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh electronic word of mouth terhadap brand image dan purchase intention smartphone Samsung di Surabaya. Jenis penelitian yang digunakan adalah applied research yang menggunakan 3 variabel yaitu electronic word of mouth, brand image, dan purchase intention. Sumber data yang digunakan adalah data primer yaitu dengan menyebarkan kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 140 kuesioner yang disebarkan di Surabaya. Teknik pengambilan sampel yang digunakan adalah convenience sampling dan data akan diolah dengan menggunakan bantuan SPSS 18.0 for windows dan AMOS 18.0. Hasil penelitian yang diperoleh menunjukkan terdapat pengaruh yang signifikan antara electronic word of mouth dan brand image terhadap purchase intention.
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References
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Hawkins, D.I., Mothersbaugh, D.L., Roger ,J.B., 2007, Consumer Behavior Building Marketing Strategy, Tenth Edition, Mcgraw-Hill/Irwin
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Jansen, B.J., Zhang, M., Sobel, K., dan Chowdury, A., 2009, Twitter Power: Tweets as Electronic Word of Mouth, Journal of The American Scoiety for Information Science and Technology, 60(11): 2169-2188, 2009
Kumala, M., Mesiranta, N., dan Touminen, P., 2013, Organic and amplified eWOM in consumer fashion blogs, Journal of Fashion Marketing and Management, Vol. 17 No. 1, 2013, pp. 20-37.
Lee, H.M., Lee, C.C., Wu, C.C., 2009 Brand Image strategy affects brand equity after M&A, Emerald Group Publishing .
Lu, L.C., Chang, W.P., dan Chang, H.H., 2014, Consumer attitudes toward blogger’s sponsored recommendations anda purchase intention: The effect of sponsorship type, product type, and brand awareness. Computer in Human Behaviour, 34 (2014) 258-266.
Arslan, F.M., dan Altuna, O.K., 2010, The effect of brand extensions on product brand image, Journal of Product & Brand Management, 19/3, 170-180
Bungin, B., 2001, Metodologi Penelitian Sosial: Format-format Kuantitatif dan Kualitatif, Surabaya: Airlangga University Press, xvii, 340 hlm,: 24cm.
Ferdinand, A., 2002, Structural Equation Modeling Dalam Penelitian Manajemen Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor, Fakultas Ekonomi UNDIP, Semarang.
Gheorghe, I.R., dan Liao, M.N., 2012, Investigating Romanian healthcare consumer behaviour in online communities: Qualitative research on negative eWOM, Procedia-Social and Behavioral Sciences, 62, 268-274
Ghozali, I., 2005, Structural Equation Modeling: Teori, Konsep & Aplikasi Dengan Program LISREL 8.54, Badan Penerbit Universitas Diponegoro, Semarang.
Grohs, R., dan Reisinger, H., 2013, Sponsorship effects on brand image: The role of exposure and activity involvement, Journal of Business Research 67, 1018-1025
Hair, J.F., Black, W.C., Babin, B.J., dan Anderson, R.E., 2010, Multivariate Data Analysis, Seventh Edition, Pearson Prentice Hall.
Hawkins, D.I., Mothersbaugh, D.L., Roger ,J.B., 2007, Consumer Behavior Building Marketing Strategy, Tenth Edition, Mcgraw-Hill/Irwin
Jalivand, M.R. dan Samiei, N. (2012), The effect of electronic word of mouth on brand image and purchase intention, and empirical study in automobile industry in Iran, Marketing inteligence & Planning, Vol.30 No. 4, pp. 460-476.
Jansen, B.J., Zhang, M., Sobel, K., dan Chowdury, A., 2009, Twitter Power: Tweets as Electronic Word of Mouth, Journal of The American Scoiety for Information Science and Technology, 60(11): 2169-2188, 2009
Kumala, M., Mesiranta, N., dan Touminen, P., 2013, Organic and amplified eWOM in consumer fashion blogs, Journal of Fashion Marketing and Management, Vol. 17 No. 1, 2013, pp. 20-37.
Lee, H.M., Lee, C.C., Wu, C.C., 2009 Brand Image strategy affects brand equity after M&A, Emerald Group Publishing .
Lu, L.C., Chang, W.P., dan Chang, H.H., 2014, Consumer attitudes toward blogger’s sponsored recommendations anda purchase intention: The effect of sponsorship type, product type, and brand awareness. Computer in Human Behaviour, 34 (2014) 258-266.
Published
2014-09-01
Section
Bidang Manajemen (M)
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