PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO DI KOTA DENPASAR
| Main Authors: | Pratama, Muhammad Roni, Kusumadewi, Ni Made Wulandari |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/103479 https://ojs.unud.ac.id/index.php/manajemen/article/view/103479/50946 |
Daftar Isi:
- Perkembangan teknologi komunikasi yang cukup pesat membuat kebutuhan akan smartphone semakin meningkat. Hal ini dapat dilihat dari masyarakat bahkan lebih mementingkan smartphone dibandingkan bersosialisasi dengan teman- teman atau kerabat yang ada di lingkungan sekitarnya. Sehingga menjadi peluang besar perusahaanperusahaan smartphone dalam memasarkan produknya ke pangsa pasar yang lebih luas. Penelitian ini bertujuan untuk mengetahui peran Brand image dalam memediasi pengaruh E-WOM terhadap keputusan pembelian produk smartphone Oppo di Kota Denpasar. Penelitian ini dilakukan pada produk smartphone Oppo dengan menggunakan metode non probability sampling khususnya purposive sampling. Jumlah responden pada penelitian ini sebanyak 100 responden. Hasil analisis dari penelitian ini yakni E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian, E-WOM berpengaruh positif dan signifikan terhadap Brand image, Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, Brand image mampu memediasi pengaruh E-WOM terhadap keputusan pembelian. Berdasarkan hasil penelitian ini diharapkan perusahaan Oppo dapat memperhatikan E-WOM yang baik di media internet dengan harapan mampu mampu meningkatkan Brand image dari Oppo sehingga berpengaruh terhadap keputusan pembelian. Kata kunci: E-WOM; Brand image; Keputusan pembelian
- Rapid development of communication technology has made the need for smartphones increasing. This can be seen from the community even more concerned with smartphones than socializing with friends or relatives in the surrounding environment. So that it becomes a great opportunity for smartphone companies to market their products to a wider market share. This study aims to determine the role of Brand image in mediating the influence of E-WOM on the purchase decision of Oppo smartphone products in Denpasar City. This research was conducted on Oppo smartphone products using non-probability sampling methods, especially purposive sampling. The number of respondents in this study were 100 respondents. The results of the analysis of this study are E-WOM has a positive and significant effect on purchasing decisions, E-WOM has a positive and significant effect on Brand image, Brand image has a positive and significant effect on purchasing decisions, Brand image is able to mediate the influence of E-WOM on purchasing decisions Based on the results of this study, it is hoped that Oppo can pay attention to good E-WOM on internet media in the hope of being able to improve Oppo's Brand image so that it influences purchasing decisions. Keywords: E-WOM; Brand image; Purchase decision