PENGARUH SOCIAL eWOM PADA INSTAGRAM TERHADAP BRAND ATTITUDE DAN PURCHASE INTENTION SMARTPHONE OPPO DI SURABAYA
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Keywords:
social eWOM, brand attitude, purchase intention
Abstract
The Purpose of this study was to identify and analyze the influnce of social eWOM in instagram on brand attitudes and purchase intentions with Oppo smartphone object in Surabaya. The type of research is basic research. In this study 3 variable are use (social eWOM, brand attitudes and purchase intentions). Source of data used is primary data that is by distributing questionnaires. The samples used in this study was 110 respondents that distibuted in Surabaya. The sampling technique used was convenience sampling and the data will be processed using SPSS 18.0 for windows and AMOS 22.0. The results of this study indicate that social eWOM has a significant influence on brand attitude and purchase intention, and brand attitudes also have significant effect to the purchase intention.
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References
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Lee, J., Park, D. H. and Han, I., 2008, The effect of negative online consumer reviews on product purchase: An information processing view, Electronic Commerce Research and Applications, Vol. 7 No.3, pp. 341-352
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Schiffman, L. G. & Kanuk, L. L., 2000, Consumer Behavior, 7 th edition, Wisconsin: Prentice Hall
Sharma, Jagdhis N., 2006, The surpluses and shortages in business-to-business marketing theory and research, Journal of Business & Industrial Marketing, Vol. 21 Iss 7 pp. 422 – 427
Sugiono, 2011, Metode Penelitian Pendidikan (Pendekatan kuantitatif, kualitatif, dan R&D), Alfabeta, Bandung
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Batra, R., Myers, J. G., Aaker, D. A., 1996, Advertising Management, 5th edition, Prentice Hall International edition, New Jersey
Dodds, W.B., Monroe, K.B., Grewal, D., 1991, Effects of price, brand and store information on buyers product evaluations, Journal of Marketing Research, Vol.27, pp. 307- 319
Ferdinand, A., 2005, Structural Equation Modeling Dalam Penelitian Manajemen, Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor, Seri Pustaka Kunci, Badan Penerbit Universitas Diponegoro, Semarang
Hair et al., 1998, Multivariate Data Analysis, Fifth Edition, Prentice Hall, Upper Saddle
Hair et al., 2010, Multivariate Data Analysis, Seventh Edition, Pearson Prentice Hall
Henning-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D., 2004, Electronic word-of-mouth via customer opinion platform: what motivates consumers to articulate themselves on the internet, Journal of Interactive Marketing, Vol. 18 No. 1, pp. 38-52
Howard, Alan D., 1994, A detachment-limited model of drainage basin evolution,Water Resources Research, 30(7): 2261-2286
Hu, X. and Ha, L., 2015, Which Form of Word-Of-Mouth is more important to Online Shoppers? A Comparative Study of WOM Use between General Population and College Students, Journal of Communication and Media Research,Vol.7 No. 2, pp. 15 – 35
Hu, X., Ha, L., Mo, S. and Xu, Y., 2014, Who are Fans of Facebook Fan Pages? An Electronic Word-of-Mouth Communication Perspective, International Journal of Cyber Society and Education, Vol. 7 No. 2, pp. 125-146
Hughes, M., 2005, Buzz-Marketing, Penguin, New York (NY)
Karaaslan, Ali K.C.A., 2014, Predictors of college students’ willingness to use social network services, Campus-Wide Information Systems, Vol. 31 Iss 5 pp. 304 – 318
Keller, K. L., 1998, Strategic brand management: Building, measuring and managing brand equity, London: Prentice Hall International
Kotler, P. & Keller, K. L., 2007, Manajemen Pemasaran, Edisi 12, Jakarta Kudeshia, Chetna & Kumar, Amresh, 2017, Social eWOM: Does it affect the brand attitude and purchase intention of brands?, Management Research Review, Vol. 40 Iss 3 pp.
Lee, J., Park, D. H. and Han, I., 2008, The effect of negative online consumer reviews on product purchase: An information processing view, Electronic Commerce Research and Applications, Vol. 7 No.3, pp. 341-352
Mayfield, A., 2008, What is Social Media?, London: iCrossing Olson, J. C. and Mitchell, A. A., 2000, Are product attribute beliefs the only mediator of advertising effects on brand attitude?, Advertising & Society Review, Vol. 1 No.1
Schiffman, L. G. & Kanuk, L. L., 2000, Consumer Behavior, 7 th edition, Wisconsin: Prentice Hall
Sharma, Jagdhis N., 2006, The surpluses and shortages in business-to-business marketing theory and research, Journal of Business & Industrial Marketing, Vol. 21 Iss 7 pp. 422 – 427
Sugiono, 2011, Metode Penelitian Pendidikan (Pendekatan kuantitatif, kualitatif, dan R&D), Alfabeta, Bandung
Wu P.C.S, Yeh G.Y.Y., Hsiao C.R., 2011, The effect of store image and service quality on brand image and purchase intention for private label brands, Australasian Marketing Journal, Vol.19, pp.30-39
http://ponselmu.com/mengetahui-asal-usul-oppo/ (diakses pada tanggal 25 januari 2018).
https://www.statista.com/statistics/516302/indonesia-smartphone-shipments- vendor-market-share/ (diakses pada tanggal 25 januari 2018).
http://tech.idntimes.com/trend/indra/5-fitur-yang-bikin-oppo-berbeda-dari- smartphone-lainnya-1/full (diakses pada tanggal 25 januari 2018).
http://tekno.liputan6.com/read/2374940/orang-indonesia-paling-sering-akses- media-sosial (diakses pada tanggal 30 juli 2017).
http://tekno.liputan6.com/read/2634027/3-media-sosial-favorit-pengguna-internet- indonesia (diakses pada tanggal 31 juli 2017).
http://tekno.liputan6.com/read/3051109/jumlah-pengguna-internet-dunia-sentuh- 38-miliar (di akses pada tanggal 9 agustus 2017).
Published
2020-11-03
Section
Bidang Manajemen (M)
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