Peran Harga dan Citra Merek dalam Mediasi Pengaruh E-Word to Mouth terhadap Keputusan Pembelian melalui Aplikasi TikTok

Prasetyo Harisandi, Adibah Yahya, Renny Risqiani, Purwanto Purwanto

Abstract


Currently, people in Indonesia need a way to shop that is easy and also reliable. The existence of the TikTok application is the answer to this problem in addition to its main function as an entertainment application that can be used with the Android or IOS application operating system. This study aims to determine whether price, brand image affect purchase intention by e-Word of Mouth mediation in using the TikTok application. This research method uses a quantitative approach by distributing questionnaires to 130 consumers as measured by a scale of 1 to 5. Smart PLS (Partial Least Squares) is used in the analysis of this study to test external and internal models. The results of this study indicate that price, brand image have a significant impact on purchase intention. Through mediation variables e-Word of Mouth. So that the TikTok application can answer consumer questions and problems, simplify, and increase daily purchases. Nowadays, people need a way to shop that is easy, with prices and products that are suitable to save time and additional costs.

Keywords


E-Word of Mouth; price; brand image; purchase intention

Full Text:

PDF

References


Ahdiat, Adi. (2023, March 9). Penetrasi Internet di Indonesia Tumbuh Pesat dalam 10 Tahun Terakhir. Katadata.co.id. Retrieved from https://databoks.katadata.co.id/datapublish/2023/03/09/penetrasi-internet-di-indonesia-tumbuh-pesat-dalam-10-tahun-terakhir.

Andryana, I.M.J.W. & Ardani, I.G.A.K.S. (2021). The role of trust mediates effect of e-WOM on consumer purchase decisions. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 408-415. Retrieved from https://www.ajhssr.com/wp-content/uploads/2021/01/ZY21501408415.pdf.

BPS. (2023). Pertumbuhan Ekonomi Indonesia Triwulan IV - 2022.

Buttle, F. A. (1988). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241–254. http://dx.doi.org/10.1080/096525498346658.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128.

Harisandi, P., & Purwanto. (2022). The effects of price, brand image, and product quality on customer loyalty and repurchase (A study case on customers of walls products). IDEAS: Journal of Management and Technology, 2(1), 22–33. http://dx.doi.org/10.33021/ideas.v2i1.3739.

Harisandi, P., & Purwanto. (2023). The influence of price dimensions and product quality on purchase decisions mediated by E-word of mouth in the TikTok application. IDEAS: Journal of Management and Technology, 2(2), 1–10. http://dx.doi.org/10.33021/ideas.v2i2.4349.

Herr, P. M., Kardes, F. R., & Kim, L. (1991). Effects of word-of-mouth and product-attribute informa-tion on persuasion: An accessibility-diagnosti-city perspective. Journal of Consumer Research, 17(4), 454-462. http://www.jstor.org/stable/2626839.

Hertina, D., & Wulandari, D. (2022). Pengaruh harga, kualitas produk dan brand image terhadap keputusan pembelian. Jurnal Ilmiah Akuntansi dan Keuangan, 4(12), 5379–5384. https://doi.org/10.32670/fairvalue.v4i12.1988.

Huit, G. T. M., Hair, J. F., Proksch, D., Sarstedt, M., Pinkwart, A., & Ringle, C. M. (2018). Addressing Endogeneity in International Marketing Applications of Partial Least Squares Structural Equation Modeling. Journal of International Marketing, 26(3), 1–21. https://doi.org/10.1509/jim.17.0151.

Kotler, P. & Armstrong, G. (2010). Prinsip-Prinsip Pemasaran (12th ed., Vol. 1 dan 2). Jakarta: Erlangga.

Kotler, P. & Keller, K.L. (2016). Manajemen Pemasaran (12th ed., Vol. 1 dan 2). Jakarta: PT. Index.

Kotler, P. K. (2013). Manajemen Pemasaran (Vol. 2). Jakarta: Erlangga.

Noerchoidah. (2013). Analisis Pengaruh Harga, Kualitas Produk dan Iklan terhadap Brand Image dan Keputusan Pembelian Sepeda Motor Merek Kawasaki. Jurnal WIGA, 3(1), 48–60. Retrieved from https://www.neliti.com/id/publications/36645/analisis-pengaruh-harga-kualitas-produk-dan-iklan-terhadap-brand-image-dan-keput#cite.

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.1177/002224298605000401.

Prayoga, I.K.W. & Yasa, N.N.K. (2023). Electronic word to mouth, brand image, dan purchase intention: Konsep dan studi kasus pada calon konsumen kedai kopi Fore Coffe. Cilacap: Media Pustaka Indo.

Putra, J. P. & Sitinjak, T.J.R. (2022). Pengaruh kualitas produk dan harga terhadap kepuasan pelanggan Kopi Starbucks di Summarecon Mall Kelapa Gading 3. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(8), 3462-3470. https://doi.org/10.32670/fairvalue.v4i8.1445.

Rizaty, M.A. (2023, February 3). Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023. DataIndonesia.id. Retrieved from https://dataindonesia.id/internet/detail/pengguna-internet-di-indonesia-sentuh-212-juta-pada-2023.

Rohmanuddin & Suprayogo, H. A. (2022). Pengaruh brand image dan harga terhadap keputusan pembelian di masa pandemi Covid 19 (Studi kasus pada bisnis ritel pakaian “Sting” cabang Kedoya Green Garden). Jurnal Bina Manajemen, 10(2), 78–89. https://doi.org/10.52859/jbm.v10i2.207.

Safa'atin, H.N., Pratikto, H., & Dhewi, T.S. (2023). The Role of Trust in Mediating Perceived Risk and Electronic Word-of-Mouth Variables Against Repurchase Intention. International Journal of Humanities Education And Social Sciences (IJHESS), 2(5). https://doi.org/10.55227/ijhess.v2i5.386.

Samudro, A., & Hamdan, H. (2021). The Effect of e-WOM, Security and Trust on Purchasing Decisions of Green Lake City Housing. Journal Ilmiah Manajemen dan Bisnis, 7(3), 312–323. http://dx.doi.org/10.22441/jimb.v7i3.11567.

Saputra, A.A.A.J., & Wardana, I.M. (2020). The role of trust and brand images in meditation of e-WOM effects on purchase decisions. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(7), 1-8. Retrieved from https://www.ajhssr.com/wp-content/uploads/2020/06/A20470108.pdf.

Stefanny, N., Rahmiati, F., & Roni, M. (2022). The role of brand image and brand trustin mediating the influence of e-WOM on purchase decision (Case of video-on-demand netflix). IDEAS: Journal of Management and Technology, 2(1), 12–21. http://dx.doi.org/10.33021/ideas.v2i1.3696.

Subana, A.I.G & Kerti, Y.N.N. (2019). The role of purchase intention on mediating the relationship of e-WOM and E-WOM credibility to purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33–39. https://doi.org/10.18551/rjoas.2019-02.06.

Sugiyono. (2019). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.




DOI: https://doi.org/10.30743/mkd.v7i2.7232

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Prasetyo Harisandi, Adibah Yahya, Renny Risqiani, & Purwanto

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.