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All Journal EMAS Proceeding of The International Conference on Management, Entrepreneurship, and Business
Ni Komang Tri Puspaningrum
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH WORD OF MOUTH, BRAND IMAGE, DAN SOSIAL MEDIA MARKETING TERHADAP MINAT BELI SEPEDA MOTOR YAMAHA (Studi kasus pada masyarakat Kota Denpasar) Ni Komang Tri Puspaningrum; Ni Putu Nita Anggraini; I Wayan Gede Antok Setiawan Jodi
EMAS Vol. 5 No. 9 (2024): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

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Abstract

Industri otomotif saat ini berkembang sangat pesat, hal ini dilihat dengan banyaknya jumlah variasi kendaraan yang ada dimasyarakat sekarang ini. Tingginya permintaan akan kemudahan mobilitas manusia dalam melakukan aktivitas mempengaruhi perkembangan industri otomotif. Industri otomotif agar tetap eksis dipasarnya, maka harus konsisten dengan memahami kebutuhan, keinginan dan selera konsumen. Penelitian ini dilakukan berdasarkan kesenjangan hasil penelitian terdahulu (research gap) serta fenomena bisnis yang terjadi saat ini. Penelitian ini bertujuan untuk menguji pengaruh Word Of Mouth, Brand Image, dan Sosial Media Marketing terhadap minat beli sepeda motor Yamaha (Studi kasus pada masyarakat kota Denpasar). Populasi yang digunakan pada penelitian ini adalah Masyarakat yang berkeinginan untuk membeli sepeda motor Yamaha yang jumlahnya tidak diketahui secara pasti. Teknik pengambilan sampel yang digunakan dalam penelitian adalah teknik non probability sampling dengan pendekatan purposive sampling. Sampel dalam penelitian ini menggunakan rumus Hair et al yang diperoleh jumlah sampel sebanyak 104 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda yang diolah menggunakan software SPSS ver.25. Hasilnya menunjukkan bahwa (1) Word Of Mouth mempunyai pengaruh positif terhadap minat beli, (2) Brand Image berpengaruh positif terhadap minat beli dan (3) Sosial Media Marketing berpengaruh positif terhadap minat beli.
Exploring the Influence of Word of Mouth, Brand Image, and Social Media Marketing on Yamaha Motorcycle Purchase Intention in Denpasar City Ni Komang Tri Puspaningrum; Ni Putu Nita Anggraini; I Wayan Gede Anton Setiawan Jodi; Putu Oktaviani; Ni Putu Mutiara Kasih
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 2 No. 2 (2025): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v2i2.266

Abstract

The motorcycle industry in Indonesia has experienced rapid development, particularly in the scooter segment, which dominates the market due to its convenience and efficiency. Despite this growth, Yamaha’s market share has shown fluctuations, indicating inconsistent consumer purchase intention. This study aims to analyze the effect of Word of Mouth (WOM), Brand Image, and Social Media Marketing (SMM) on purchase intention of Yamaha motorcycles in Denpasar City, using the Theory of Reasoned Action (TRA) as the underlying framework. The research employed a quantitative approach with a survey method involving 104 respondents. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results demonstrate that WOM, Brand Image, and SMM each have a positive and significant effect on purchase intention, with WOM emerging as the most dominant factor. The regression model indicates that these three variables jointly explain 77.2% of the variance in purchase intention, while the remaining 22.8% is explained by other factors not included in this study. The findings confirm that strengthening WOM, enhancing brand image, and optimizing social media strategies are essential to increase consumer purchase intention. This study contributes to both theoretical development and managerial practice in the field of consumer behavior and marketing strategy in the automotive industry.
Co-Authors I Wayan Gede Anton Setiawan Jodi Ni Putu Mutiara Kasih Ni Putu Nita Anggraini Putu Oktaviani SETIAWAN JODI, I WAYAN GEDE ANTOK