Pengaruh Pengetahuan Produk, Keterlibatan Produk,  Dan E-Wom  Terhadap Niat Pembelian Produk Max Factor Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Tarumanagara Melalui Website Sociolla  Di Jakarta

Ulrica, Tania; Lego, Yenny

doi:10.24912/jmk.v3i2.11896

Cited by 3 publications

(3 citation statements)

References 3 publications

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“…Someone who shares information through online comments is called electronic word of mouth (Restanti et al, 2019). Electronic word of mouth is an informal communication that discusses products, services, and brands either negatively or positively to subsequent consumers or potential consumers as well as regular consumers about products or companies through internet sites (Ulrica & Lego, 2021). Someone who has been influenced by the previous consumer's electronic word of mouth, can make a purchase decision.…”

Section: Jcfcsmentioning

confidence: 99%

The Effect of Financial Literacy and Ewom Towards Purchasing Decision Cosmetic Product Across Two Generation

Diar Rizki Fitriani,

Johan

2023

jcfcs

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The ease of information related to a cosmetic product through electronic word of mouth and financial literacy owned by millennial and Z generations can trigger purchasing decisions. The purpose of this study was to analyze the effect of financial literacy and electronic word of mouth on purchasing decisions in millennial and Z generations. The study used an explanatory research study design and voluntary sampling technique with a total of 122 millennial and Z generation respondents in Indonesia. Based on the results of the research, both generations have financial knowledge and financial attitudes in the low category, and the millennial generation's financial behavior are in the high category and generation Z is in the medium category. The electronic word of mouth variable is in the low category and generation Z's purchasing decisions are in the medium to high category and the millennial generation are in the medium category. Regression test shows that the education, financial literacy have a significant negative effect on purchasing decisions, while electronic word of mouth has a significant positive effect on purchasing decisions. The government and related stakeholders need to provide education related to financial literacy and sort out the right information about a product.

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Section: Jcfcsmentioning

confidence: 99%

The Effect of Financial Literacy and Ewom Towards Purchasing Decision Cosmetic Product Across Two Generation

Diar Rizki Fitriani,

Johan

2023

jcfcs

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“…Dalam penelitian yang dilakukan oleh Lin et al (2015), kesadaran merek yang tinggi akan merangsang konsumen untuk menghasilkan pendapat yang lebih positif tentang produk dan menimbulkan niat beli yang lebih tinggi. Penelitian yang dilakukan oleh Ulrica & Lego (2021) menghasilkan e-WOM memiliki pengaruh positif secara signifikan terhadap niat pembelian. Prastio & Rodhiah (2021) pernah meneliti kaitan antara harga yang dipersepsikan dengan niat pembelian yang memiliki hasil serupa, yaitu variabel harga yang dipersepsikan memiliki pengaruh positif terhadap niat pembelian.…”

Section: Pendahuluan Latar Belakangunclassified

Analisis Pengaruh Kesadaran Merek, E-Wom, dan Harga yang Dipersepsikan terhadap Niat Pembelian Croffle Dear Butter

Willyanto

Lego

2022

JMK

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Penelitian ini bertujuan untuk mengetahui apakah kesadaran merek, e-WOM, dan harga yang dipersepsikan memiliki pengaruh terhadap niat pembelian. Teknik pengambilan sampel dilakukan dengan purposive sampling. Kuesioner disebarkan pada 100 responden yang merupakan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Metode penelitian ini menggunakan uji validitas, uji reliabilitias, uji koefisien determinasi, uji predictive relevance, uji path coefficient, uji signifikansi, effect size, dan uji hipotesis. Program yang digunakan untuk melakukan analisis data adalah SmartPLS 3. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif dan signifikan dari variabel kesadaran merek, e-WOM, dan harga yang dipersepsikan terhadap niat pembelian. This study aims to determine whether brand awareness, e-WOM, and perceived price have an influence on purchase intention. The sampling technique was carried out by purposive sampling. Questionnaires were distributed to 100 respondents who are students of the Faculty of Economics and Business, Tarumanagara University. This research method uses validity test, reliability test, coefficient of determination test, predictive relevance test, path coefficient test, significance test, effect size, and hypothesis testing. The program used to analyze the data is SmartPLS 3. The results of this study indicate that there is a positive and significant effect of the variables brand awareness, e-WOM, and perceived price on purchase intention.

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“…Hasil tersebut didukung olehIlhamalimy & Ali (2021) menunjukkan bahwa e-WOM mempunyai pengaruh positif dan signifikan pada purchase intention. Kemudian penelitian olehUlrica & Lego (2021) menunjukkan bahwa variabel e-WOM memiliki pengaruh positif terhadap niat pembelian. E-WOM bisa menjadi faktor penting dalam membentuk niat pembelian konsumen.Hasil pengujian hipotesis keempat menunjukkan bahwa variabel e-WOM mempunyai pengaruh positif dan signifikan pada brand trust.…”

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Membangun Kepercayaan: Peran Komunitas Online dan E-WOM dalam Membentuk Niat Pembelian iPhone

Ardianto,

Tunjungsari

2024

JMK

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Peningkatan penggunaan teknologi media sosial dan pertumbuhan industri smartphone yang pesat telah membuka peluang besar bagi perusahaan untuk memahami faktor-faktor yang mempengaruhi minat beli konsumen, khususnya dalam konteks pembelian produk iPhone di Indonesia. Dalam menghadapi persaingan yang ketat, perusahaan perlu memahami peran online communities, e-WOM, dan brand trust dalam membentuk niat pembelian konsumen. Penelitian ini bertujuan untuk menguji pengaruh online communities dan e-WOM pada purchase intention smartphone iPhone dengan brand trust sebagai mediasi. Populasi penelitian ini adalah konsumen yang menggunakan produk iPhone di Indonesia. Data dikumpulkan melalui kuesioner online yang disebarkan kepada konsumen iPhone di Indonesia, sampel dari penelitian ini sebanyak 201 responden. Dalam penelitian ini, metode penelitian yang digunakan adalah metode kuantitatif, pemilihan sampel menggunakan non-probability sampling dengan teknik convenience sampling. Teknik analisis data menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa online communities memiliki pengaruh positif dan signifikan pada purchase intention. Online communities memiliki pengaruh positif dan signifikan pada brand trust. Begitu pula e-WOM, yang juga memiliki pengaruh positif dan signifikan pada purchase intention. Selain itu, e-WOM memiliki pengaruh positif dan signifikan pada brand trust. Brand trust juga terbukti berpengaruh positif dan signifikan pada purchase intention. Selanjutnya, ditemukan bahwa brand trust memediasi hubungan antara online communities dan purchase intention, serta antara e-WOM dan purchase intention. The increasing use of social media technology and the rapid growth of the smartphone industry have opened up great opportunities for companies to understand the factors that influence consumer purchase intention, especially in the context of purchasing iPhone products in Indonesia. In the face of intense competition, companies need to understand the role of online communities, e-WOM, and brand trust in shaping consumer purchase intentions. This study aims to examine the effect of online communities and e-WOM on purchase intention of iPhone smartphones with brand trust as mediation. The population of this study is consumers who use iPhone products in Indonesia. Data was collected through an online questionnaire distributed to iPhone consumers in Indonesia, the sample of this study was 201 respondents. In this study, the research method used was quantitative method, sample selection using non-probability sampling with convenience sampling technique. Data analysis techniques using SmartPLS 4. The results showed that online communities have a positive and significant influence on purchase intention. Online communities have a positive and significant influence on brand trust. Likewise, e-WOM, which also has a positive and significant influence on purchase intention. In addition, e-WOM has a positive and significant influence on brand trust. Brand trust is also proven to have a positive and significant effect on purchase intention. Furthermore, it was found that brand trust mediates the relationship between online communities and purchase intention, as well as between e-WOM and purchase intention.

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Pengaruh Pengetahuan Produk, Keterlibatan Produk, Dan E-Wom Terhadap Niat Pembelian Produk Max Factor Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Tarumanagara Melalui Website Sociolla Di Jakarta

Cited by 3 publications

References 3 publications

The Effect of Financial Literacy and Ewom Towards Purchasing Decision Cosmetic Product Across Two Generation

The Effect of Financial Literacy and Ewom Towards Purchasing Decision Cosmetic Product Across Two Generation

Analisis Pengaruh Kesadaran Merek, E-Wom, dan Harga yang Dipersepsikan terhadap Niat Pembelian Croffle Dear Butter

Membangun Kepercayaan: Peran Komunitas Online dan E-WOM dalam Membentuk Niat Pembelian iPhone

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