PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM TERHADAP NIAT KONSUMEN MENGGUNAKAN OVO MOBILE PAYMENT
| Main Authors: | Krisnawati, Ni Wayan, Warmika, I Gde Ketut |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/50809 https://ojs.unud.ac.id/index.php/Manajemen/article/view/50809/32851 |
Daftar Isi:
- Niat beli adalah tahap di mana konsumen membuat keputusan antara beberapa merek, dan akhirnya memilih alternatif yang paling mereka sukai atau proses yang dialami oleh konsumen dalam memutuskan barang mana atau layanan untuk membeli berdasarkan berbagai pertimbangan. Penelitian ini dilakukan dengan dasar untuk mengatahui hubungan antara E-WOM pada purchase intentiondengan dimediasi variabel brand image. Penelitian ini dilakukan pada calon pengguna OVO mobile payment, dengan sampel penelitian sebanyak 110 orang di Kota Denpasar, menggunakan metode nonprobability sampling yaitu purposive sampling.. Pengumpulan data menggunakan kuesioner yang disebarkan melalui online dan offline. Teknis analisis yang digunakan adalah teknik analisis deskriptif dan teknik analisis inferensial. Hasil yang didapatkan yaitu ditemukan adanya pengaruh positif antara E-WOM pada brand image, ditemukan adanya pengaruh positif antara E-WOM padapurchase intention, ditemukan adanya pengaruh positif antara hubungan brand imageterhadap purchase intention, danbrand image memediasi pengaruh E-WOM terhadap purchase intention. Kata kunci: brand image, E-WOM, purchase intention.
- Purchase intention is the stage where consumers make decisions between several brands, and finally choose the alternative they like best or the process experienced by consumers in deciding which goods or services to buy based on various considerations. This research was conducted on the basis of knowing the relationship between E-WOM on purchase intention and mediated by brand image variables. This research was conducted on prospective OVO mobile payment users, with a study sample of 110 people in Denpasar City, using a nonprobability sampling method namely purposive sampling. Data collection using questionnaires distributed through online and offline. The technical analysis used is descriptive analysis techniques and inferential analysis techniques. The results obtained are found that there is a positive influence between E-WOM on brand image, found a positive influence between E-WOM on purchase intention, found a positive influence between brand image purchase intention relationships, and brand image mediates the influence of E-WOM on purchase intention . Keywords: brand image, E-WOM, purchase intention.