THE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION MEDIATED BY BRAND IMAGE ON INDOMIE INSTANT NOODLES IN BANDUNG CITY
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Keywords:
Electronic word of mouth, Brand image, Purchase intention
Abstract
This research aims to recognize the effect of electronic word- of- mouth on purchase intention which is mediated by the brand image of Indomie instant noodles in Bandung City. It is determined if the research instrument has passed the validity and reliability tests. This method is used to collect information from respondents, or active social media users of Generation Z who have not had time to buy Indomie instant noodle products as the subject of research evaluated as many as ninety respondents. Cross-sectional or one- shot research is the information collection procedure used. Multiple linear regression information analysis was conducted using the Sobel test and SPSS type 22 equipment. The four research hypotheses that have been put forward have empirical support. The results show that brand image can act as a mediating aspect in the bond between electronic word-of-mouth and purchase intention. Meanwhile, more scholars may advocate the use of alternative inspirations that directly influence purchase intention. Managers of comparable e-commerce businesses can also benefit from the findings of this research in terms of enhancing relevant strategies to improve the quality of this characteristic.
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Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. IRMM, 8(1), 13–18.
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Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://doi.org/10.38043/jimb.v7i2.3841
Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012
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Wardhana, H. W., Wahab, Z., Shihab, M. S., & Y. (2021). Pengaruh Electronic Word of Mouth (eWOM) dan Celebrity Endorsement Terhadap Minat Beli Konsumen Pada E-commerce Zalora dengan Brand Image Sebagai Variabel Mediasi. Coopetition : Jurnal Ilmiah Manajemen, 8(3), 431–445.
Yusuf, A.S., Che Hussin, A.R. and Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, Vol. 32(No. 4), 493–504. https://doi.org/https://doi.org/10.1108/JSM-01-2017-0031
Ainun Na’im, K. dan R. K. A. (2020). Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Mie Instan Merek Indomie Di Kalangan Mahasiswa Universitas Sebelas Maret. Agrista, Vol. 8(No. 3), 169–181.
Akbar, A. F. (2019). Analisa Aplikasi OVO Menggunakan Model Delone & Mclean di Kalangan Mahasiswa Universitas Airlangga. Universitas Airlangga, 01, 1–16. https://repository.unair.ac.id/88500/
Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image in Mediating the Influence of E-Wom and Celebrity Endorser on Purchase Intention. American Journal of Humanities and Social Sciences Research, 1, 221–232. www.ajhssr.com
Badan Pusat Statistik. (2020). https://www.bps.go.id/id
Bougie, S. dan. (2016). Metode Penelitian untuk Bisnis: Pendekatan Membangun Keterampilan (7th ed.).
Ceylan, M. A. and C. (2021). Effect Of EWOM On Purchase Intention: Meta - Analysis. Data Techno1. App1., 55, 810–840. https://api.semanticscholar.org/corpusID:237690052
DetikFinance, T. (2022). Jelajah Sejarah Masuknya Mi Instan di Indonesia. Detik.Com. https://www.detik.com/jabar/kuliner/d-6234407/jelajah-sejarah-masuknya-mi-instan-di-indonesia
Dwi Arjanto. (2023). Sejarah Indomie, Mie Instan Nomor Satu di Indonesia. Tempo.Co. https://bisnis.tempo.co/read/1770108/sejarah-indomie-mie-instan-nomor-satu-di-indonesia
Dwi Jayanti, D., Henny Welsa, & Putri Dwi Cahyani. (2020). PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSMENT TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Produk Naava Green Skin Care Cabang Yogyakarta). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 4(2), 670–687.
Ghozali. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Halim, C., & Keni, K. (2022). Apakah Country of Origin, Celebrity Endorsement, dan eWom yang dimediasi oleh citra merek dapat memprediksi niat membeli produk skincare? Business Management Journal, 18(1), 107–117. https://journal.ubm.ac.id/index.php/business-manajement/article/view/3156
Hardiyanti, & Prabantoro, G. (2020). The Influence Analysis of Price, Product Design, Brand Images and Celebrity Endorser on Purchase Interest of Focallure Cosmetics ( a Case Study on Pt Hexindo Adi Perkasa, Tbk ). Indonesian College of Economics, 5, 1–19.
Indomie.. Seleraku.. Mie Instant Ini Telah Menjadi Fenomena Global. (2022). Diary.App. https://wisata.app/diary/indomie-seleraku-mie-instant-ini-telah-menjadi-fenomena-global
Julius, Yudi & Limakrisna, N. (2016). Manajemen Pemasaran (Model kepuasan dan Loyalitas Pelanggan (1st ed.). Deepublish, Yogyakarta.
Keller, K. (2019). Marketing Management.
Khan, Z., Khan, A., Nabi, M. K., Khanam, Z., & Arwab, M. (2023). The effect of eWOM on consumer purchase intention and mediating role of brand equity: a study of apparel brands. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-11-2022-0133
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. IRMM, 8(1), 13–18.
Nurbasari, A. N., & Putri, I. M. (2023). The Role of Brand Image Mediate the Influence of E-WOM and Celebrity Endorser on Purchase Intention of Lemonilo Instan Noodle Products. The Journal of Management, Digital …, I, 63–74. https://jurnal.glowscien.com/index.php/JMDBE/article/view/17%0Ahttps://jurnal.glowscien.com/index.php/JMDBE/article/download/17/11
Qadri, R. A. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention dan Brand Image Sebagai Variabel Mediator (Studi Kasus Brand Skincare Lokal). YUME: Journal of Management. https://garuda.kemdikbud.go.id/documents/detail/2482384
Rohmitriasih, M. (2022). Sejarah Mie Instan, Makanan Enak Kesukaan Semua Kalangan. Fimela.Com. https://www.fimela.com/food/read/4986103/sejarah-mie-instan-makanan-enak-kesukaan-semua-kalangan
Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://doi.org/10.38043/jimb.v7i2.3841
Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109. https://doi.org/10.21744/irjmis.v9n1.2012
TBI. (2024). https://www.topbrand-award.com/top-brand-index/?tbi_find=Mie
Wardhana, H. W., Wahab, Z., Shihab, M. S., & Y. (2021). Pengaruh Electronic Word of Mouth (eWOM) dan Celebrity Endorsement Terhadap Minat Beli Konsumen Pada E-commerce Zalora dengan Brand Image Sebagai Variabel Mediasi. Coopetition : Jurnal Ilmiah Manajemen, 8(3), 431–445.
Yusuf, A.S., Che Hussin, A.R. and Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, Vol. 32(No. 4), 493–504. https://doi.org/https://doi.org/10.1108/JSM-01-2017-0031
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2024-10-05
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