Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box

Authors

  • Komariah Ulan Universitas Negeri Jakarta
  • Agung Kresnamurti Rivai
  • Dewi Agustin Sari

Keywords:

Electronic Word of Mouth, Brand Image, Brand Awareness, Purchase Intention

Abstract

ABSTRACT

The purpose of this study was to see the effect of Electronic Word of Mouth on Brand Awareness, Brand Image on Brand Awareness, Brand Awareness on Purchase Intention, Electronic Word of Mouth on Purchase Intention, Brand Image on Purchase Intention, Brand Awareness mediating E-WOM on Purchase Intention, Brand Awareness mediates Brand Image on Purchase Intention on followers of Bittersweet by Najla Instagram social media in the Jakarta area. The research data was collected by distributing questionnaires to followers of social media Instagram Bittersweet by Najla, domiciled in the Jakarta area. The sample of this study was 250 respondents. Researchers used Lisrel version 8.8 as an SEM application to process and analyze research data. The results of the study show a positive and significant influence between Electronic Word of Mouth on Brand Awareness, Brand Image has a significant effect on Brand Awareness, Brand Awareness has a significant considerable effect on Purchase Intention, Electronic Word of Mouth has a significant influence on Purchase Intention, Brand Image has a significant influence on Purchase Intentions, Brand Awareness has a role as a mediator of the positive and significant relationship between E-WOM and Purchase Intention and Brand Awareness has a role as a mediator of the relationship between Brand Image and Purchase Intention in a positive and significant way in Bittersweet by Najla.

 

ABSTRAK

Tujuan dari penelitian ini adalah untuk melihat pengaruh Electronic Word of Mouth terhadap Brand Awareness, Brand Image terhadap Brand Awareness, Brand Awareness terhadap Purchase Intention, Electronic Word of Mouth terhadap Purchase Intention, Brand Image terhadap Purchase Intention, Brand Awareness memediasi E-WOM terhadap Purchase Intention, Brand Awareness memediasi Brand Image terhadap Purchase Intention pada pengikut sosial media Instagram Bittersweet by Najla di wilayah Jakarta. Data penelitian dikumpulkan dengan penyebaran kuesioner kepada pengikut sosial media Instagram Bittersweet by Najla yang berdomisili di Wilayah Jakarta dan sampel penelitian ini ialah sebanyak 250 responden. Peneliti menggunakan Lisrel versi 8.8 sebagai aplikasi SEM untuk mengolah dan menganalisis data penelitian. Hasil dari penelitian menunjukkan pengaruh positif dan signifikan antara Electronic Word of Mouth terhadap Brand Awareness, Brand Image berpengaruh signifikan terhadap Brand Awareness, Brand Awareness berpengaruh signifikan pada Purchase Intention, Electronic Word of Mouth memiliki pengaruh signifikan pada Purchase Intention, Brand Image memiliki pengaruh signifikan pada Purchase Intention, Brand Awareness memiliki peran sebagai mediator hubungan antara E-WOM terhadap Purchase Intention secara positif dan signifikan serta Brand Awareness memiliki peran sebagai mediator hubungan antara Brand Image terhadap Purchase Intention secara positif dan signifikan pada Bittersweet by Najla.

References

Al Halbusi, H., & Tehseen, S. (2018). The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper. Socio Economic Challenges, 2(3), 83–94. https://doi.org/10.21272/sec.3(2).83-94.2018

Bian, X., & Moutinho, L. (2011). The role of Brand Image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1), 191–216. https://doi.org/10.1108/03090561111095658

Bittersweet by Najla. (2021). Bittersweet by Najla : Cake, Dessert and Coffee. Bittersweetbynajl a.Id. https://www.bittersweetbynajla.id/

Boby. (2021). 37 Ide Makanan Unik Khas Indonesia yang Lagi Tren 2021. Lifepal.Co.Id. https://lifepal.co.id/media/usaha-makanan-unik-dan-kreatif/

Elseidi, R. I., & El-Baz, D. (2016). Electronic Word of Mouth effects on consumers’ brand attitudes, Brand Image. International Conference on Restructuring of the Global Economy (ROGE), University of Oxford, UK, 7(5), 268–276. https://www.researchgate.net/publication/305335645_Electronic_word_of_mouth_effects_on_consumers’_brand_attitudes_brand_image_and_purchase_intention_an_empirical_study_in_Egypt

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ Purchase Intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). American : SAGE Publications, Inc. California, USA.

Hassan, A. M. M., Eljalil, S. G. A., & Ezzat, M. (2020). The Influence of E-Wom on Egyptian Private Airlines Ticket Purchasing Intention. International Journal of Tourism and Hospitality Management, 3(2), 31–64.

Kazmi, A., & Mehmood, Q. S. (2016). The effect of Electronic Word of Mouth communication and Brand Image on Purchase Intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6, 409–508. https://doi.org/10.5267/j.msl.2016.5.003

Kemp, S. (2021). Digital 2021 : Indonesia. Datareportal.Com. https://datareportal.com/reports/digital-2021-indonesia

Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Edition (15th Editi). New Jersey : Pretince Hall.

Kotler, P., & Keller, K. L. (2018). Marketing Management. In Essentials of Management for Healthcare Professionals. https://doi.org/10.4324/9781315099200-17

Luong, D. B., Giang, T. H., & Le, K. H. (2017). The impact of Electronic Word of Mouth on Brand Image and buying decision: An empirical study in Vietnam tourism. International Journal of Research Studies in Management, 6(1), 53–63. https://doi.org/10.5861/ijrsm.2017.1738

Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). Jurnal Manajemen Indonesia The Effect of Social Media Marketing , Word of Mouth , and Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal Manajemen Indonesia, 19(2), 107–122.

Noorlitaria, G., Pangestu, F. R., Fitriansyah, Surapati, U., & Mahsyar, S. (2020). How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty ? Journal of Critical Reviews, 7(2), 103–109.

Nuseir, M. T. (2019). The impact of Electronic Word of Mouth (e-WOM) on the online Purchase Intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing Emerald Publishing Limited, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059

Prajogo, W., & Purwanto, E. (2020). The influence of advertising appeals on viral advertising , Brand Awareness , and Purchase Intention : The moderator role of hedonic personality. Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(1), 19–34. https://doi.org/10.31106/jema.v17i1.5298

Rahmawan, G., & Suwitho, S. (2020). The Influence of Brand Image , Brand Awareness , Perceived Quality on School Shoes Purchase Intention. International Conference on Business & Social Sciences (ICOBUSS), 514–523.

Riani, A. (2019). Arti di Balik Kebiasaan Mengunggah Foto Makanan ke Media Sosial. Www.Liputan6.Com. https://www.liputan6.com/lifestyle/read/4143122/arti-di-balik-kebiasaan-mengunggah-foto-makanan-ke-media-sosial

Setiadi, E., Adiwijaya, M., & Subagio, H. (2018). The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling. Petra International Journal of Business Studies, 1(2), 70–79. https://doi.org/10.9744/ijbs.1.2.70

Setiawan, B., Didiek, V., & Aryanto, W. (2017). The Effects of Brand Image on Online Perceived Quality , Online Brand Personality and Purchase Intention. International Journal of Economics and Business Administration, 5(3), 70–80.

Sharifpour, Y., Khan, M., Alizadeh, M., Akhgarzadeh, M., & Mahmodi, E. (2016). The Influence of Electronic Word-of-Mouth on Consumers ’ Purchase Intentions and Brand Awareness in Iranian Telecommunication Industry. International Journal of Supply Chain Management, 5(3), 133–141.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.

Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and Brand Awareness impact on consumer Purchase Intention: mediating role of Brand Image. Pakistan Administrative Review, 1(1), 84–102. https://www.ssoar.info/ssoar/handle/document/51876

Wang, X., & Yang, Z. (2015). The effect of brand credibility on consumers’ brand Purchase Intention in emerging economies: The moderating role of Brand Awareness and Brand Image. Journal of Global Marketing, 23(3), 177–188. https://doi.org/10.1080/08911762.2010.487419

Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55–65. https://doi.org/10.13140/ejbm.2013.55.65

Wijaya, Y. G. (2021). Tips Mulai Bisnis Dessert box pada Masa Pandemi, Kuncinya Serba Online. Www.Kompas.Com. https://www.kompas.com/food/read/2021/02/04/150800675/tips-mulai-bisnis-dessert-box-pada-masa-pandemi-kuncinya-serba-online

Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of Brand Image between Electronic Word of Mouth and Purchase Intention in social media. American Scientific Publishers, 22(10), 3176–3180. https://doi.org/10.1166/asl.2016.7999

Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer Purchase Intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031

Published

2022-08-30

How to Cite

Komariah Ulan, Rivai, A. K., & Sari, D. A. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 3(2), 354 - 373. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/728