Analisis Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Produk Kosmetik Maybelline Dengan Brand Trust Sebagai Variabel Mediasi (Studi Kasus Pada Pengguna Aplikasi Online Shop LAZADA.co.id)

Sariati Mudarifah

Abstract


This research aims to find out the effect of electronic word of mouth on buying interest in Maybelline cosmetics products to users of the LAZADA.Co.Id online shop application with brand trust as a mediating variable. The approach used in this study uses a quantitative approach. Sampling in this study uses the method of puposive sampling, which is sampling with certain considerations. The sample of this study amounted to 100 respondents who knew Maybelline cosmetics produscts and had or had used the online shop LAZADA.Co.Id app more or less in the last 3 months. Collecting data was conducted by distributing questionnaires online through google form. Processing data in this study using SPSS 17 and website http://quantpsy.org/sobel/sobel.htm. Data analysis techniques of respondents used multilevel regression analysis and sobel test. The results of this study indicate the first hypothesis is accepted, the second hypothesis is accepted, the third hypothesis is accepted, and the fourth hypothesis is accepted. And the conclusion of the influence of brand trust variables as mediating variabels on the relationship between electronic word of mouth variables on buying interest variables.

Full Text:

PDF

References


Adeliasari ; Vina Ivana ; Sienny Thio. 2014. Electronic Word-Of-Mouth (e-Wom) dan Pengaruhnya Terhadap Keputusan Pembelian Di Restoran Dan Kafe Di Surabaya. Jurnal Hospitally dan Manajemen Jasa. Vol 2, No.2

Ahmad, Nawaz ; Jolita Vveinhardt ; Rizwan Raheem Ahmed. 2014. Impact of Word of Mouth on Consumer Buying Decision. European Journal of Business and Management. Vol.6, No. 31.

Anggitasari, Annisa Mayga. 2016.Pengaruh eWOM Terhdap Brand Image Dan Brand Trust Serta Dampaknya Pada Minat Beli Produk Smartphone (Studi Pada Mayarakat di Yogyakarta). Skripsi UNY.

Aries Muhammad et al. 2018. Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Make up Artist yang Membeli dan Menggunakan Produk KRYOLAN di Kabupaten Bojonegoro). Jurnal Administrasi Bisnis. Vol. 60. No. 3. ( Juli)

Fauziyah, Suci. 2016 Pengaruh Brand Trust dan Brand Equity Terhdap Loyalitas Konsumen Pada Produk Kosmetik Wardah. JOM FISIP. Vol.3 No. 2 (Oktober).

Hamidun, Alvin Mohamad dan Brillyanes Sanawiri. 2018. Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image (Studi Pada Followers Akun Instagram @Ouvalresearch). Jurnal Administrasi Bisnis. Vol 61 No.2. (Agustus)

Hanson, Ward , 2000, Pemasaran Internet , Penerbit: Salemba Empat : Jakarta

Hasan, Ali.2013. Marketing dan Kasus- Kasus Pilihan. Yogyakarta. CAPS (Center For Academic Publishing Service).

Hennig- Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler. 2004. “Electronic Wor-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet.” International Journal of interactive Marketing, Vol. 18 No.1

Jalilvand, M.R. 2012. The Effect of Electronic Word-of-Mouth on Brand Image and Purchase Intention. Journals of Marketing Inteligence and Planning. Vol 30 Iss: 4

Kotler, Philip dan Kevin Lane Keller.2009. Manajemen Pemasaran. Edisi 13. Edisi Bahasa Indonesia. Jakarta: Erlangga.

Kristiningsih et al. 2018. Modul Aplikasi Komputer Dan Manajemen FE UWKS.

Lau G.T., and Lee, S.H. (2000). Consumer Trust in Brand and The Link to Brand Loyalty. Journal of Market Focused Management. 4, pp 341-370.

Randi. 2016. Pengaruh Citra Merek Terhadap Minat Beli Pada Makanan Fast Food Ayam Goreng (Studi Pada Konsumen Texas Chicken Pekanbaru).JOM FISIPVol.3 No.2 (Oktober)

Rizan, Mohammad. 2012. Pengaruh Brand Image Dan Brand Trust Terhadap Brand Equity Teh Botol Sosro Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas,Jakarta Timur. Jurnal Riset Manajemen Sains Indonesia (JRMSI). Vol.3. No. 1.

Semuel, Hatane ; Adi Suryanata Lianto. 2014. Analisis Ewom, Brand Image, Brand Trust dan Minat Beli Produk Smartphone di Surabaya. Jurnal Manajemen Pemasaran. Vol. 8, No. 2 (Oktober). 47-54.

Simamora, Bilson. 2011. Riset Pemasaran. Cetakan Pertama. Jakarta : Gramedia Pustaka Utama.

Sekaran, Uma. 2011. Metode Penelitian untuk Bisnis. Jakarta : Salemba Empat.

Sernovitz, Andy. 2006. Word Of Mouth Marketing: How Smart Companies Get People Talking. Chicago: Kaplan Publishing.

https://id.m.wikipedia.org/wiki/Maybelline . Diakses 5 Februari 2019

https://www.maybelline.com . Diakses 12 Februari 2019

https://www.loreal.com . Diakses 12 Februari 2019

https://quantpsy.org/sobel/sobel.htm Diakses tanggal 21 Mei 2019




DOI: http://dx.doi.org/10.30742/pragmatis.v1i1.1054

Refbacks

  • There are currently no refbacks.


Indexed By:

 

 

PRAGMATIS by https://journal.uwks.ac.id/index.php/pragmatis/ is licensed under Creative Commons Attribution-ShareAlike 4.0 International 

 

 

 

 

PRAGMATIS
Department of Management, Faculty of Economics and Business Wijaya Kusuma Surabaya University
Dukuh Kupang XXV No. 54 Surabaya, Indonesia 60225
Phone: +62315613231
email: pragmatis@uwks.ac.id 

e-ISSN 2828-8238