PENGARUH SOURCE CREDIBILITY, REVIEW QUALITY DAN REVIEW QUANTITY TERHADAP BRAND IMAGE DAN PURCHASE INTENTION (Studi Tentang Produk Wardah Pada Siswi Jurusan Kecantikan di SMK Negeri 6 Yogyakarta)
Abstract views: 748
,
PDF downloads: 1468
Abstract
Tujuan dari penelitian ini adalah untuk mengembangkan pemahaman tentang pengaruh Source credibility, Review Quality, dan review Quantity pada brand image dan purchase intention Produk Wardah pada Siswa Departemen Kecantikan di SMK Negeri 6 Yogyakarta. Sampel dari penelitian ini adalah sampel dalam penelitian ini adalah siswa departemen kecantikan di SMK Negeri 6 Yogyakarta dengan karakteristik usia 16-19 tahun dan telah melihat ulasan vlogger kecantikan Tasya Farasya di Youtube yang berjudul Wardah One Brand Makeup Tutorial . Total sampel adalah 145 siswa perempuan. Metode analisis adalah Structural Equation Modeling (SEM) untuk menganalisis pengaruh antara Source credibility, Review Quality, dan review Quantity pada citra merek dan purchase intention. Temuan menunjukkan bahwa Source credibility berpengaruh signifikan terhadap brand image, Review Quality berpengaruh signifikan terhadap brand image , review Quantity berpengaruh signifikan terhadap brand image, Source credibility berpengaruh signifikan terhadap purchase intention, Review Quality memiliki pengaruh signifikan pada purchase intention, review Quantity memiliki pengaruh signifikan terhadap purchase intention dan brand image berpengaruh signifikan terhadap purchase intention. Diharapkan bahwa studi lebih lanjut dapat mengeksplorasi peran vlogger kecantikan pada minat beli di Indonesia. Penting untuk melakukan penelitian lebih lanjut di mana data diambil dari beberapa vloggers kecantikan yang digunakan oleh PT Paragon Technology untuk mengevaluasi efektivitas pesan yang disampaikan. Temuan menunjukkan bahwa ada pengaruh antara Source credibility, Review Quality, review Quantity dan brand image; yang keempat memiliki pengaruh pada purchase intention.
References
Adhelia Sutanto, Monica dan Atik Aprianingsih. 2016. The Effect Of Online Consumer Review Toward Purchase Intention: A Study In Premium Cosmetic In Indonesia. International Journal of Business and Management 218-230.
Anees Kazmia dan Qazi Shujaat Mehmoodb. 2016. The Effect Of Electronic Word Of Mouth Communication And Brand Image On Purchase Intention: A Case Of Consumer Electronics In Haripur, Pakistan. International Journal of Management Science. Letters 6 499–508.
Basu Swastha dan Irawan. 2005. Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies; , Vol. 7, No. 1; pp.126-137.
Burhanuddin. 2015. Komunikasi Bisnis. Yogyakarta: Pustaka Pelajar.
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., Sufya, M. Z. 2015. Determining The Impact Of Ewom On Brand Image and Purchase Intention Through Adoption Of Online Opinions. International Journal of Humanities and Management Sciences. Vol 3 No 1 41-46.
C. Mowen. John, Michael Minor. 2002. Perilaku Konsumen. Jakarta: Erlangga.
Cronin Jr, J. J., and Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The
Journal of Marketing, 55-68
Daugherty, T.and Hoffman, 2014, E. eWOM and the importance of capturing consumer attention within social media. J. Market. Comm. 20, 82–102.
Effendy, Onong Uchjana. 2000. Ilmu, Teori dan Filsafat Komunikasi. Bandung: PT Citra Aditya Bakti.
Ekotama, Suryono. 2009. Trik Jitu Promosi. Yogyakarta: Cemerlang Publishing.
Engel, J.F., Blackwell, R.D., and Miniard, P.W. 1995. Consumer Behavior. USA: The Dryden Press.
Ferdinand, Augusty. 2002. Pengembangan Minat Beli Merek Ekstensi. Semarang: Universitas Diponegoro.
Ghozali, Imam. 2013. Konsep dan Aplikasi Dengan Program AMOS. Semarang: Universitas Diponegoro.
Ghozali, Imam. 2017. Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 Edisi 7. Semarang: Universitas Diponegoro.
Hasan, Ali. 2010. Marketing dari Mulut ke Mulut. Yogyakarta: Media Presindo.
Sarwono, Jonathan. 2007. Analisis Jalur Untuk Riset Bisnis dengan SPSS. Yogyakarta: ANDI.
Khanna, D., Yan, X., Tashkin, D. P., Furst, D. E., Elashoff, R., Roth, M. D., . . . Seibold, J. R. (2007). Impact of oral cyclophosphamide on health-related quality of life in patients with active scleroderma lung disease: Results from the scleroderma lung study. Arthritis & Rheumatism, 56(5), 1676-1684
Kotler, R. (1997). Marketing Management, 9th edition. UK: Prentice Hall International, Inc.
Kotler, Philip and Gary Armstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Jakarta: Erlangga.
Kotler, Philip dan Keller, Kevin Lane. 2002. Manajemen Pemasaran. Edisi 12. Jilid 1. Jakarta: Gramedia.
Kotler, Philip dan Keller, Kevin Lane. 2009. Manajemen Pemasaran. Jilid 1. Jakarta : Erlangga.
Kotler, Philip dan Keller, Kevin Lane. 2009. Manajemen Pemasaran. Jilid 2. Jakarta: Erlangga.
Kusumati, Andriani dan Iqbal,M, 2016, The Effect of Electronic Word of Mouth, Message source credibility, Information Quality on Brand image and Purchase Intention, Ekuitas: Jurnal Ekonomi dan Keuangan – Volume 20, Nomor 1,Maret: 94 – 108
Park, D.-H., Lee, J., and Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce , Vol 11 No 4, 125-148.
Petty, R. E., and Cacioppo, J. T. (1984). The Effect of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion. Journal of
Personality and Social Psychology , Vol. 46 No.1, 69-81.
Liliweri, Alo. 2000. Dasar Komunikasi Periklanan. Bandung: Citra Aditya Bakti.
Lin, C., Wu, Y., Victor, J. 2013. Electronic Word-Of-Mouth: The Moderating Roles Of Product Involvement and Brand Image. International Journal of Technology Innovation and Industrial Management. S3 29-47
Morwitz, V.G. dan Schmittlein D.C. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which “Intenders” Actually Buy?. Journal of Marketing Research, 29, 391-405.
Noraini Sa’ait, Agnes Kanyan dan Mohammad Fitri Nazrin. 2016. The Effect Of E-WOM On Customer Purchase Intention. International Academic Research Journal of Social Science 2(1) 73-80.
Park, D.-H., Lee, J., and Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce , Vol 11 No 4, 125-148.
Petty, R. E., and Cacioppo, J. T. (1984). The Effect of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion. Journal of
Personality and Social Psychology , Vol. 46 No.1, 69-81.
Schiffman dan Kanuk. 2007. Perilaku Konsumen. Jakarta: Salemba Empat.
Schiffman dan Kanuk. 2011. Perilaku Konsumen. Jakarta: Salemba Empat.
Sevilla, G.C. 1993. Pengantar Metode Penelitian. Jakarta: UI Press.
Sudjiman, Panuti. 2000. Kamus Istilah Sastra. Jakarta: Gramedia.
Sugiarto. 2001. Strategi Menaklukan Pasar. Jakarta: PT Gramedia Pustaka.
Sugiyono. 2017. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suryani, Tatik. 2008. Perilaku Konsumen. Yogyakarta: Graha Ilmu.
Sutrisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: Remaja Rosdakarya.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Edisi 3. Yogyakarta: Andi.
Wijaya, Indriany M. 2013. The Influence Of Brand Image, Brand Personality and Brand Awareness On Consumer Purchase intention Of Apple Smartphone. International Journal of EMBA: Vol.1 No.4 1562-1570.
Website :
https://fajardss.wordpress.com/2015/06/19/wardah-produk-kosmetik-halal/ (diakses pada tanggal 5 September 2018)
https://tekno.kompas.com/read/2018/03/01/10340027/riset-ungkap-pola-pemakaian-medsos-orang-indonesia (diakses pada tanggal 5 September 2018)
https://www.instagram.com/p/BtDv3C0Fc9q/ (diakses pada tanggal 5 September 2018)
https://www.tabloidbintang.com/berita/sosok/read/92774/
(diakses pada tanggal 8 September 2018)
Authors who publish with Inform: JIABI: Jurnal Ilmiah Administrasi Bisnis dan Inovasi agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
