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Kembali| NIM (Student Number) | C1B011017 |
|---|---|
| Nama Mahasiswa | RILO HANANDITIAWAN |
| Judul Artikel | PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SMARTPHONE XIAOMI DENGAN CITRA MEREK DAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Xiaomi di Purwokerto) |
| Abstrak | Tujuan penelitian ini adalah untuk mengetahui pengaruh electronic word of mouth terhadap minat beli produk smartphone Xiaomi dengan brand image dan brand trust sebagai variabel mediasi. Populasi dalam penelitian ini adalah pengguna smartphone Xiaomi. Uji hipotesis menggunakan Structural Equational Modelling (SEM) yang diolah dengan aplikasi AMOS 21.0. Hasil penelitian menunjukkan bahwa (1) Electronic word of mouth berpengaruh positif terhadap citra merek, (2) Electronic word of mouth berpengaruh positif terhadap kepercayaan merek, (3) Citra merek tidak berpengaruh positif terhadap minat beli, (4) Kepercayaan merek berpengaruh positif terhadap minat beli, (5) Electronic word of mouth berpengaruh positif terhadap minat beli, (6) Citra merek tidak memediasi hubungan kausal antara electronic word of mouth terhadap minat beli, (7) Kepercayaan merek memediasi hubungan kausal antra electronic word of mouth terhadap minat beli. EWOM menjadi strategi utama bagi Xiaomi dalam memasarkan produknya akan lebih baik apabila Xiaomi mempertahankan eWOM positif yang ada. Membuka outlet resmi xiaomi juga menjadi salah satu media untuk mempromosikan produknya di masyarakat dan meningkatkan rasa aman bagi konsumen. Dengan rasa aman yang lebih maka kepercayaan pada merek Xiaomi akan menigkat sehingga diharapkan pada ahirnya akan meningkat juga minat beli smartphone Xiaomi. Untuk meningkatkan citra merek di mata konsumenya Xiaomi harus lebih banyak menigkatkan promosi secara langsung di berbagai media. |
| Abstrak (Inggris) | The purpose of this research is to know the influence of the electronic word of mouth against the purchase intention a smartphone Xiaomi, with brand image and brand trust as mediation variables. The population in this research is the Xiaomi smartphone users. The measurement of variables in this study was carried out using Likert's scale and hypothesis testing using Structural Equational Modeling (SEM) which was processed with AMOS 21.0 application. The results showed that (1) Electronic word of mouth had a positive effect on brand image, (2) Electronic word of mouth had a positive effect on brand trust, (3) Brand image had no positive effect on purchase intention, (4) Brand trust had a positive effect on purchase intention, (5) Electronic word of mouth has a positive effect on purchase intention, (6) Brand image does not mediate causal relationships between electronic word of mouth to purchase intention, (7) Brand trust mediates causal relationships between electronic word of mouth to purchase intention . EWOM as the main strategy for Xiaomi in marketing its products will be better if Xiaomi maintains the existing positive eWOM. Opening an official xiaomi outlet is also one of the strategies to promote its products in the community and increase the sense of security for consumers. With more security, trust in the Xiaomi brand will increase so that it is expected that eventually it will increase the interest in buying Xiaomi smartphones. To improve the brand image in the eyes of its customers, Xiaomi must increase promotion directly in various media |
| Kata Kunci | Electronic Word of Moutth, Citra Merek, Kepercayaan Merek, Minat Beli |
| Nama Pembimbing 1 | Prof. Dr. Suliyanto, SE.MM. |
| Nama Pembimbing 2 | Weni Novandari, SE.MM. |
| Tahun | 2018 |
| Jumlah Halaman | 15 |
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