Investigasi Peran Expected Satisfaction, Social Intention, dan Brand Image: Akankah Mempengaruhi Word-of-Mouth Pelanggan Restoran Jepang
Keywords:
expected satisfaction of self-needs, expected satisfaction of social-needs, brand image, social intention, word-of-mouth intention, restoran JepangAbstract
Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi word-of-mouth intention pelanggan restoran Jepang. Ada empat variabel yang digunakan untuk mengukur, yaitu expected satisfaction of self-needs, expected satisfaction of social-needs, brand image, dan social intention. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan April-Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik random sampling. Total responden dalam penelitian ini adalah 267 yang terdiri dari 63 orang laki-laki dan 204 orang perempuan yang pernah mengunjungi restoran Jepang. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, expected satisfaction of self-needs berpengaruh secara positif dan signifikan terhadap expected satisfaction of social-needs, expected satisfaction of social-needs berpengaruh secara positif dan signifikan terhadap social intention, expected satisfaction of social-needs dan brand image tidak berpengaruh secara positif dan signifikan terhadap word-of-mouth intention, dan social intention berpengaruh secara positif dan signifikan terhadap word-of-mouth intention.
Kata kunci: expected satisfaction of self-needs, expected satisfaction of social-needs, brand image, social intention, word-of-mouth intention, restoran Jepang.
References
Alexandrov, A., Lilly, B., 6 Babakus, E. (2013). The effects of social-and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531–546.
Amblee, N., & Bui, T. X. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91–114.
Arslan, F. M., & Altuna, O. K. (2010). The effect of brand extensions on product brand image. Journal of Product & Brand Management, 19(3), 170–180.
Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497–529.
Becchio, C., Sartori, L., Bulgheroni, M., & Castiello, U. (2008). The case of Dr. Jekyll and Mr. Hyde: A kinematic study on social intention. Consciousness and Cognition, 17, 557–564.
Biscaia, A. R., Rosa, M. J., e Sá, P. M., & Sarrico, C. S. (2017). Assessing customer satisfaction and loyalty in the retail sector. International Journal of Quality & Reliability Management.
Ciaramidaro, A., Adenzato, M., Enrici, I., Erk, S., Pia, L., Bara, B. ., & Walter, H. (2007). The intentional network: how the brain reads varieties of intentions. Neuropsychologia, 45, 3105–3113.
Cohen, L., Lawrence, M., & Morrison, K. (2007). Research Methods in Education. (Sixth Edition). Routledge.
Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117–140.
Fianto, A. Y. A., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58–76.
Heine, S. J., & Lehman, D. R. (1997). Culture, Dissonance, and Self-Affirmation. Personality and Social Psychology Bulletin, 23(4), 389–400.
Kasanah, A. (2015). Penggunaan Metode Structural Equation Modeling Untuk Analisis Faktor Yang Mempengaruhi Kualitas Pelayanan Perpustakaan Dengan Program Lisrel 8.80. Universitas Negeri Semarang.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (1998). Strategic Band Management : Building, Measuring, and Managing Brand Equity. Prentice Hall.
Kotler, P., & Keller, L. (2007). Marketing Management (13th ed.). Pearson, Prentice Hall.
Lee, Yi-Chih, Wu, W.-L. (2015). Effects of medical disputes on internet communications of negative emotions and negative online word-of-mouth. Psychological Reports, 117(1), 251–270.
Lee, D., Kim, H., & Kim, J. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior, 28(3), 1054–1062.
Malik, M. E., Ghafoor, M. M., & Hafiz, K. I. (2012). Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector. International Journal of Business and Social Science, 3(23).
Mohamad, A. (2013). Survei: orang Indonesia lebih suka jajan daripada masak sendiri. https://www.merdeka.com/uang/surveiorang-indonesia-lebih-suka-jajan-daripada-masak-sendiri.html
Monareh, P., Frederik, W. G., & Rumokoy, F. S. (2017). Analisa perbandingan lingkungan fisik, kualitas makanan dan kelayakan harga antara pelanggan pria dan wanita dari restoran-restoran makanan Jepang di Manado town square. Fakultas Ekonomi Dan Bisnis, Internasional Administrasi Bisnis, Program Manajemen. Universitas Sam Ratulangi, Manado.
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen (5th ed.). Erlangga.
Okazaki, S. (2009). Social influence model and electronic word of mouth: PC versus mobile internet. International Journal of Advertising, Vol. 28, N, 439–472.
Ostrom, E. (2000). Collective Action and the Evolution of Social Norms. Journal of Economic Perspectives, 14(3), 137–158.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36.
Rosen, E. (2002). The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. Doubleplay Publishing Group.
Teng, C.-C. (2011). Commercial hospitality in restaurants and tourist accommodation: Perspectives from international consumer experience in Scotland. International Journal of Hospitality Management, 30(4), 866–874.
Wang, Y.-H., & Tsai, C.-F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27–40.
Yi, S., Zhao, J., & Joung, H.-W. (2018). Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of Foodservice Business Research, 21(2), 200–217.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(2–22).
Published
How to Cite
Issue
Section
Copyright (c) 2021 Annisa Martha Maharany, Muhammad Albi, Muhammad Raihan Al Abror, Shofiyah Nurul Idzni, Usep Suhud
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
