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

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Published: Jul 28, 2024
DOI: https://doi.org/10.24912/jmk.v6i3.31592
Keywords:
online communities, E-WOM, purchase intention, brand trust
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Jesica Ardianto
Universitas Tarumanagara
Hetty Karunia Tunjungsari
Universitas Tarumanagara

Abstract

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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Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Jesica Ardianto, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Hetty Karunia Tunjungsari, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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