MEMBANGUN CITRA MEREK PERUSAHAAN DAN KUALITAS PRODUK DALAM MEMEDIASI PENGARUH E-WOM PADA KEPUTUSAN PEMBELIAN MELALUI APLIKASI DIGITAL

Yudi Nur supriadi, Dianwicaksih Arieftiara, Desmintari Desmintari, Eeng Ahman

Abstract


Penelitian ini dikembangkan bertujuan untuk mengkaji dan menganalisis peran electronic word of mouth atau disingkat e-WOM, kualitas produk, brand image dan keputusan pembelian. Peran e-WOM dan kualitas produk sangat penting sekali untuk perusahaan yang harus melindungi konsumen agar dapat mengambil keputusan pembelian produk aplikasi jasa online pemesanan penginapan Airbnb. Studi ini menggunakan survei online dengan metode pendekatan kuantitatif memakai teknik purposive sampling, kuesioner yang dibagikan sebanyak 414 responden, pengujian hipotesis dilakukan dengan menggunakan Amos 23.0. Pembuktikan hasil dari pengaruh positif dari e-WOM terhadap brand image dan keputusan pembelian, begitu juga dengan kualitas produk mampu memengaruhi brand image dan keputusan pembelian, Keberadaan brand image juga mampu memengaruhi secara positif terhadap keputusan pembelian. Model brand image dalam memediasi pengaruh e-WOM dan kualitas produk terhadap keputusan pembelian sebagai hal baru yang memiliki nilai orisinalitas penelitian yang menggunakan aplikasi AirBnb untuk menjaga dan kepercayaan konsumen untuk mendapatkan bisnis yang berkelanjutan, model ini dapat membantu perusahaan marketplace penyedia jasa sewa penginapan untuk meningkatkan penjualannya agar tetap bertahan dan terus berkembang pada saat PANDEMIC COVID-19.

Keywords


Brand image, e-WOM, Keputusan Pembelian, Kualitas Produk

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DOI: http://dx.doi.org/10.22441/mix.2021.v11i3.002

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MIX: Jurnal Ilmiah Manajemen
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