ANTESEDEN DAN KONSEKUENSI DARI ELECTRONIC WORD-OF-MOUTH CREDIBILITY

Authors

DOI:

https://doi.org/10.46984/sebatik.v26i1.1808

Keywords:

Brand Image, Electronic Word-of-Mouth Credibility, Purchase Intention, Situs Jejaring Sosial

Abstract

Penelitian yang dilakukan bertujuan untuk menganalisis anteseden dan konsekuensi dari Electronic Word-of-Mouth / e-WOM Credibility. Objek penelitian yang digunakan adalah situs jejaring sosial. Metode pengumpulan data yang digunakan adalah dengan menyebarkan kuesioner secara daring. Sampel diambil dengan teknik non-probability sampling dengan purposive sampling kepada 210 responden pengguna situs jejaring sosial di Indonesia. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM). Hasil dari penelitian ini menunjukkan bahwa anteseden dari e-WOM credibility adalah high involvement, trust, recommendation, dan message content, serta konsekuensi dari e-WOM credibility adalah brand image dan purchase intention. Secara rinci, didapatkan hasil penelitian bahwa terdapat pengaruh positif dan signifikan high involvement terhadap e-WOM credibility, terdapat pengaruh positif dan signifikan trust terhadap e-WOM credibility, terdapat pengaruh positif dan signifikan recommendation terhadap e-WOM credibility, terdapat pengaruh positif dan signifikan message content terhadap e-WOM credibility, terdapat pengaruh positif dan signifikan e-WOM credibility terhadap brand image, dan terdapat pengaruh positif dan signifikan brand image terhadap purchase intention. Penelitian selanjutnya disarankan untuk dapat menggunakan lebih banyak situs jejaring sosial, selain situs yang digunakan pada penelitian ini (YouTube, Instagram, Facebook, Twitter, LinkedIn, TikTok, Pinterest, Snapchat, dan Tumblr), seperti Medium, Quora, Flickr, dan lainnya agar hasil dari penelitian lanjutan dapat lebih digeneralisasi dan dapat menganalisis pengaruh brand image sebagai mediasi antara electronic word-of-mouth credibility dan purchase intention.

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Published

2022-06-01

How to Cite

Prakoso, D. M. and Riorini, S. V. (2022) “ANTESEDEN DAN KONSEKUENSI DARI ELECTRONIC WORD-OF-MOUTH CREDIBILITY”, Sebatik, 26(1), pp. 54–65. doi: 10.46984/sebatik.v26i1.1808.

Issue

Vol. 26 No. 1 (2022): Juni 2022

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