PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

Authors

  • Intan Syafira Gustia Universitas Indonesia
  • Amelia Natasha Hilal
  • Sarah Annida Hanifa Hanum
  • Nabila Cyrilla
  • Nadia Kirana Paramita

DOI:

https://doi.org/10.21009/Communicology.0602.02

Keywords:

Instagram, eWOM, word of mouth, electronic, social brand attitude, purchase intention

Abstract

ABSTRACT

The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention.

Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM

 

 

 

ABSTRAK

Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision.

Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

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Published

2019-02-20

How to Cite

Gustia, I. S., Hilal, A. N., Hanifa Hanum, S. A., Cyrilla, N., & Paramita, N. K. (2019). PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION. Communicology: Jurnal Ilmu Komunikasi, 6(2), 17–34. https://doi.org/10.21009/Communicology.0602.02

Issue

Vol. 6 No. 2 (2018): Communicology: Jurnal Ilmu Komunikasi, Volume 6 No 2 Desember 2018

Section

Articles

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