SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION KAMERA SONY MIRRORLESS MELALUI BRAND IMAGE (Studi Pada Komunitas Fotografi Instanusantara)

Qibtiyah Desy Bariyyatul

Abstrak


ABSTRAK

Qibtiyah, D.B. 2019. Pengaruh Electronic Word of Mouth terhadap Purchase Intention Kamera Sony Mirrorless melalui Brand Image (Studi Pada Komunitas Fotografi Instanusantara). Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Handri Dian Wahyudi S.Pd., S.E., M.Sc.

 

Kata Kunci : Electronic Word of Mouth, Purchase Intention, Brand Image, Sony

Fotografi merupakan bidang komunikasi visual yang banyak diminati di Indonesia bahkan di dunia. Fenomena perkembangan dunia fotografi saat ini membuat kamera digital khususnya mirrorless semakin banyak digemari oleh fotografer maupun orang yang memiliki hobi fotografi. Seiring dengan berkembangnya fotografi dan banyaknya peminat kamera mirrorless, perusahaan harus memikirkan cara yang tepat untuk  menarik minat beli dari konsumennya. Sebelum memilih produk konsumen seringkali mencari informasi melalui ulasan konsumen lain di internet dan akan memilih merek yang dikenal daripada yang tidak dikenal.

Tujuan dalam penelitian ini antara lain untuk mengetahui:

(1) Deskripsi electronic word of mouth, brand image, dan purchase intention kamera Sony Mirrorless;

(2) Pengaruh langsung electronic word of mouth terhadap purchase intention;

(3) Pengaruh tidak langsung electronic word of mouth terhadap purchase intention melalui brand image.

Jenis penelitian yang digunakan adalah jenis penelitian kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah anggota komunitas fotografi Instanusantara. Sampel yang didapatkan dalam penelitian ini sebanyak 188 responden dengan menggunakan google form. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Sementara teknik analisis data yang digunakan menggunakan analisis jalur.

Hasil uji analisis jalur menunjukkan bahwa:

(1) Konten electronic word of mouth kamera sony mirrorless yang didapatkan dalam kategori baik, brand image kamera sony mirrorless mempunyai kategori baik dalam benak konsumen, dan bahwa purchase intention kamera sony mirrorless masuk dalam kategori tinggi;

(2) Terdapat pengaruh langsung secara positif dan signifikan electronic word of mouth terhadap brand image;

(3) Terdapat pengaruh langsung secara positif dan signifikan electronic word of terhadap purchase intention;

(4) Terdapat pengaruh langsung secara positif dan signifikan brand image terhadap purchase intention;

(5) Terdapat pengaruh tidak langsung secara positif dan signifikan electronic word of mouth terhadap purchase intention melalui brand image secara parsial.

Berdasarkan hasil penelitian yang didapatkan maka peneliti memberikan saran yaitu:

(1) Agar dapat meningkatkan minat beli hendaknya Perusahaan Sony harus melakukan kegiatan yang mengajak komunitas fotografi untuk turut aktif mengikuti kegiatan mereka dan aktif di internet seperti web dan media sosial.

(2) Diharapkan untuk peneliti selanjutnya dapat melakukan penelitian dengan mengganti variabel lain yang berkaitan dengan kamera atau luxury goods.

(3) Pada deskripsi karakteristik responden diharapkan peneliti selanjutnya menambahkan kategori status untuk mengetahui minat dari responden.

 

ABSTRACT

Qibtiyah, D.B. 2019. The Influence of  Electronic wod of mouth on purchase intention through brand image as variable mediation (Study on Photography Community Instanusantara) Sarjana’s Thesis, Department of Management, Faculty of Economics, Universitas Negeri Malang. Advisor : Handri Dian Wahyudi S.Pd., S.E., M.Sc.

 

Keywords: electronic word of mouth, brand image, purchase intention, sony

Photography is a field of visual communication that is widely favored in Indonesia and even in the world. The phenomenon of the development of the world of photography today makes digital cameras, especially mirrorless, increasingly favored by photographers and people who have a hobby of photography. Along with the development of photography and the number of mirrorless camera enthusiasts, companies must think of the right way to attract purchase intention from their customers. Before choosing a product, consumers often seen information through reviews of other consumers on the internet and will choose a brand that is known than the unknown.

This research aims to find out:

(1) the description of the influence of electronic wod of mouth on purchase intention through brand image

(2) Direct effect of electronic wod of mouth on purchase intention

(3) Indirect effect of electronic wod of mouth on purchase intention through brand image as variable mediation.

 

This type of research is using quantitative research with descriptive and explanatory research methods. The population in this research is photography community Instanusantara. The samples obtained in this study as many as 188 respondents. Sampling techniques in the study using a purposive sampling. While data analysis technique using path analysis .

The result of this study indicate that:

(1) The content of Sony Mirrorless's electronic word of mouth cameras obtained in good categories, Sony Mirrorless's brand image camera has a good category in the minds of consumers, and that the Sony Mirrorless camera's purchase intention is in the high category

(2) there is direct positive and significant influence electronic word of mouth on brand image;

(3) there is  direct positive and significant influence on electronic wod of mouth on purchase intention;

(4) there is direct positive and significant brand image on purchase intention;

(5) there is indirect positive and significant influence on electronic word of mouth on purchase intention through brand image as a variable mediation.

Based on this research, Sony Conpany is expected to:

(1) In order to increase purchase intention, the Sony company should invite photography communities to actively participate in their activities and sony company should be active on the internet such as the web and social media.

(2) It is expected that the next researcher can conduct research by replacing other variables related to cameras or luxury goods.

 

(3) In the description of the characteristics of respondents it is expected that the next researcher adds a status category to find out the interest of respondent.