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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Economics and Management Scienties
Nurhayani, Endah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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PENGARUH EWOM, SOCIAL MEDIA USAGE, BRAND IMAGE DAN FIRM’S BRAND REPUTATION TERHADAP PURCHASE INTENTION Nurhayani, Endah; Abadi, Feryal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4143

Abstract

Tujuan penelitian ini adalah mengidentifikasi pengaruh Electronic Word of Mouth, Social Media Usage, Brand Image dan Firm’s Brand Reputation terhadap Purchase Intention dan Purchase Decision dengan Trust sebagai intervening dengan memahami perilaku pembelian pada konsumen di Industri Kaca Lembaran. Penelitian ini didukung menggunakan metode purposive sampling yang melibatkan 180 konsumen kaca lembaran. Beberapa temuan dalam penelitian ini adalah Electronic Word of Mouth, Social Media Usage, dan Brand Image tidak memiliki pengaruh langsung yang positif terhadap Purchase Intention. Electronic Word of Mouth dan Brand Image berpengaruh positif terhadap Purchase Intention dimediasi oleh Trust. Social Media Usage tidak memiliki pengaruh positif terhadap Purchase Intention dimediasi oleh Trust. Kemudian, Electronic Word of Mouth, Social Media Usage, dan Brand Image tidak memiliki pengaruh positif terhadap Purchase Decision dimediasi oleh Trust. Terdapat pengaruh positif Purchase Intention dan Purchase Decision. Firm’s Brand Reputation dapat memperkuat hubungan positif Electronic Word of Mouth dan Social Media Usage dengan Purchase Intention. Implikasi manajerial pada penelitian ini bagi organisasi adalah dengan memperkuat marketing intelligence karena dapat mengoptimalkan kinerja perusahaan dan berkomitmen dengan terus melakukan survei kepuasan untuk mengukur tingkat kepuasan konsumen supaya Purchase Decision konsumen terus meningkat.
Identifikasi Niat dan Keputusan Pembelian berdasarkan Electronic Word of Mouth (e-WOM), Penggunaan Media Sosial, Logo dan Reputasi Perusahaan Nurhayani, Endah; Abadi, Feryal
Journal of Economics and Management Scienties Volume 7 No. 1, December 2024
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v7i1.75

Abstract

This study aims to identify purchase intention and decision based on electronic word of mouth (e-WOM), social media usage, logo and company reputation with trust as an intervening by understanding consumer purchasing behavior in the flat glass industry. This study is supported by using a purposive sampling method involving 180 flat glass consumers. Some findings in this study are e-WOM, social media usage, and logo do not have a positive direct effect on purchase intention. E-WOM and logo have a positive effect on purchase intention mediated by trust. Social media usage does not have a positive effect on purchase intention mediated by trust. Then, e-WOM, social media usage, and logo do not have a positive effect on purchase decision mediated by trust. There is a positive effect on purchase intention and purchase decision. Company reputation can strengthen the positive relationship between e-WOM and social media usage with purchase intention. The managerial implications of this study for organizations are to strengthen marketing intelligence because it can optimize company performance and commit to continuing to conduct satisfaction surveys to measure the level of consumer satisfaction so that consumer purchase decision continues to increase.
Co-Authors Abadi, Feryal