PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE (STUDI PADA FOLLOWERS AKUN INSTAGRAM @OUVALRESEARCH) - Mohamad Alvin Hamidun; Brillyaness Sanawiri (Fakultas Ilmu Administrasi Universitas Brawijaya, 2018)
The rapid development of information and communication technology can be utilized as a means to introduce Indonesian clothing brand. One way is to stimulate the occurrence of electronic communication word of mouth between consumers through social media Instagram. Electronic word of mouth communication is able to embed brand image in the minds of consumers so that it can grow purchase intention from consumers to visit Schofficial Instagram account. Therefore, this study aims to examine the effect of Electronic Word of Mouth on Purchase Intention through Brand Image. Survey was conducted on 113 followers of ouvalresearch Instagram accounts who were active and had visited ouvalresearch Instagram account. Data analysis used in this study was path analysis. The result of this research shows that (1)Electronic Word of Mouth has significant effect on Brand Image; (2)Electronic Word of Mouth has significant effect on Purchase Intention; and (3)Brand Image has significant effect on Purchase Intention. The findings in this study indicate that electronic word of mouth through social media Instagram is one effective way to form consumer brand image that can affect the purchase intention. However, brand image is a factor considered by consumers in determining purchase intention for followers of ouvalresearch Instagram account. Kеywords: Brand Image, Electronic Word of Mouth, Purchase Intention АBSTRАK Perkembangan teknologi informasi dan komunikasi yang berkembang pesat dapat dimanfaatkan sebagai sarana untuk memperkenalkan merek clothingIndonesia. Salah satu cara yang dapat dilakukan adalah dengan merangsang terjadinya komunikasi electronic word of Mouth antar konsumen melalui media sosial instagram. Komunikasi electronic word of mouth yang terjadi diakui dapat menanamkan brand image di benak konsumen sehingga dapat menumbuhkan purchase intentionatau minat pembelian dari konsumen untuk mengunjungi akun instagram ouvalresearch. Tujuan dari penelitian ini adalah untuk menguji pengaruh Electronic Word of Mouth terhadap Purchase Intention melalui Brand Image. Survei dilakukan pada 113 followers aktif akun instagram ouvalresearch yang merupakan followers aktif dan pernah mengunjungi akun instagram schofficial. Analisis data dilakukan dengan menggunakan path analysis. Hasil dari penelitian ini menunjukkan bahwa 1) Electronic Word of Mouthberpengaruh signifikan terhadap Brand Image; 2) Electronic Word of Mouth berpengaruh signifikan terhadap Purchase Intention; 3) Brand Image berpengaruh signifikan terhadap Purchase Intention. Temuan dalam penelitian ini menunjukkan bahwa electronic word of mouth melalui mediasosial instagram merupakan salah satu cara yang efektif untuk membentuk brand image konsumen sehingga dapat mempengaruhi Purchase Intention. Namun demikian, bagi followers akun instagram ouvalresearch brand image merupakan faktor yang diperhitungkan oleh konsumen dalam menentukan purchase intention Kata Kunci: Brand Image, Electronic Word of Mouth, Purchase Intention