Peran mediasi citra merek dan persepsi risiko pada hubungan antara Electronic Word of Mouth (E-WOM) dan minat beli (studi pada konsumen garmen E-Commerce Shopee di Surabaya)

Wahidah, Haifah (2018) Peran mediasi citra merek dan persepsi risiko pada hubungan antara Electronic Word of Mouth (E-WOM) dan minat beli (studi pada konsumen garmen E-Commerce Shopee di Surabaya). Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Perkembangan bisnis e-commerce atau jual beli online di Indonesia meningkat drastis sejak beberapa tahun belakangan. Teknologi dari e-commerce memungkinkan terjadinya E-WOM yang memungkinkan konsumen mencari informasi sebelum membeli produk melalui ulasan dari konsumen lain. Komentar atau opini konsumen terhadap suatu merek dapat mengarahkan sikap terhap merek tersebut. Di dalam melakukan pembelian melalui e-commerce dapat memunculkan berbagai persepsi risiko terhadap konsumen baik risiko finansial, pengiriman, maupun kualitas produk. Penelitian ini menganalisis peran mediasi citra merek dan persepsi risiko pada hubungan electronic word of mouth dan minat beli. Sampel penelitian ini terdiri dari 100 konsumen di Surabaya yang pernah membuka situs aplikasi Shopee pada produk garmen. Penelitian ini menggunakan teknik purpossive sampling yang mana pengambilan sampel sumber data menggunakan pertimbangan tertentu. Pengumpulan data menggunakan skala likert 1-5 point untuk mengukur 18 item pertanyaan. Teknik pengujian data dalam penelitian ini menggunakan WarpPLS 6.0 for windows yang digunakan untuk menguji efek mediasi. Hasil penelitian ini menunjukkan bahwa electronic word of mouth (e-wom) berpengaruh signifikan terhadap minat beli, citra merek, dan persepsi risiko. Citra merek berpengaruh signifikan terhadap minat beli. Pengujian regresi mediasi menyimpulkan bahwa citra merek memediasi secara parsial hubungan E-WOM dan minat beli. Hasil tersebut mengartikan bahwa aktivitas membaca ulasan produk di internet akan memberikan informasi mengenai manfaat dan keunggulan produk sehingga konsumen akan merasa yakin bahwa mereka memilih produk yang tepat dan mendorong minat beli konsumen. sedangkan persepsi risiko tidak berpengaruh signifikan terhadap minat beli dan tidak memediaasi hubungan E-WOM dan minat beli, Kata kunci : Electronic Word Of Mouth, Minat Beli, Citra Merek, Persepsi Risiko ABSTRACT The development of e-commerce business or buying and selling online in Indonesia has increased dramatically since the last few years. Technology from e-commerce allows the occurrence of E-WOM that allows consumers to seek information before purchasing the product through reviews from other consumers. Consumer's comments or opinions on a brand can lead to the brand's attitude. In making purchases through e-commerce can raise various perceptions of risk to consumers both financial risks, delivery, and product quality. This research analyzes the role of brand image mediation and risk perception on electronic word of mouth relationship and buying interest. The sample of this study consisted of 100 consumers in Surabaya who once opened a Shopee application site on garment products. This research uses purposive sampling technique where sampling of data source using certain consideration.Collecting data using a likert scale of 1-5 points to measure 18 items of questions. Data testing techniques in this study using WarpPLS 6.0 for windows used to test the mediation effect. The results of this study indicate that electronic word of mouth (e-wom) has a significant effect on buying interest, brand image, and risk perception. Brand image has a significant effect on buying interest. The mediation regression test concludes that the brand image mediates partially the E-WOM relationship and buying interest. The results mean that the activity of reading product reviews on the internet will provide information about the benefits and benefits of the product so that consumers will feel confident that they choose the right product and encourage consumer buying interest. whereas risk perception has no significant effect on buying interest and does not provide E-WOM relationship and buying interest, Keywords: Electronic Word Of Mouth, Buy Interest, Brand Image, Risk Perception

Item Type: Thesis (Other)
Uncontrolled Keywords: Citra Merek, Persepsi Risiko, Electronic Word Of Mouth (E-WOM), Minat Beli
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Haifah Wahidah
Date Deposited: 07 Sep 2018 07:42
Last Modified: 07 Sep 2018 07:52
URI: http://erepository.uwks.ac.id/id/eprint/1836

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