Effect of Electronic Word Of Mouth, Product Quality, and Price on Purchase Intention

Tasya Amanda, Hery Winoto Tj, Aini Kusniawati, Surachman Surjaatmadja

Abstract


This study was conducted to analyze the effect of Electronic Word Of Mouth, Product Quality, and Price on purchase intention. This research was conducted on the Imokey.Id Brand on the Instagram Platform with a sample of 100 respondents from imokey.id followers. This study uses a verification research model with an explanatory survey method, namely the research method for collecting sample data using slovin calculations. This study has the result that electronic word of mouth has an influence on purchase intention while product quality does not have a direct influence on purchase intention and price has an influence on purchase intention.


Keywords


eWOM; product quality; price; purchase intention

Full Text:

PDF

References


Akbar, Mohammad Aldrin, Khotimah, Khusnul, Pasolo, Fachruddin, Labo, I. A. (2019). Electronic Word Of Mouth(E-Wom) Pengaruhnya Terhadap Purchase Intention Melalui Brand Image Pada Smartphone Xiaomi (Studi Pada Mahasiswa Di Kota Jayapura). Prosiding Industrial Research Workshop and National Seminar, 10(1), 938–954.

Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30.

Goyette I., Ricard, L., J., B., & F., M. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.

Keni, W. K. S. D. (2019). Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6), 68–74. https://doi.org/10.24912/jmbk.v2i6.4910

Maurencia, E., Tj, H.W., Wahyoedi, S. (2021). The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products. SIASAT, 6 (1), 59-72. https://doi.org/10.33258/siasat.v6i1.90

Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, Dan Harga Terhadap Keputusan Pembelian Pada E-Commerce Shopee (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528

Rismawan, I., & Purnami, N. (2017). Peran Price Discount Memoderasi Pengaruh Product Knowledge Dan Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen, 6(1), 264–288.

Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Jurnal Lentera Bisnis, 6(1), 85. https://doi.org/10.34127/jrlab.v6i1.169

Widyanto, A., Sunarti, S., & Pangestuti, E. (2017). Pengaruh E-Wom Di Instagram Terhadap Minat Berkunjung Dan Dampaknya Pada Keputusan Berkunjung (Survei pada Pengunjung Hawai Waterpark Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 45(1), 94–101.

Z, S., Suharyono, & Kumadji, S. (2016). Pengaruh Komunikasi Electronicword of Mouth Terhadap Kepercayaan (Trust) Dan Niat Beli (Purchase Intention) Serta Dampaknya Pada Keputusan Pembelian (Survey Pada Konsumen Online Shopping Zafertech.Com). Bisnis Dan Manajemen, 3, 65–72. http://e-journal.uajy.ac.id/4795/1/Artikel .pdf




DOI: https://doi.org/10.33258/birci.v4i3.2424

Article Metrics

Abstract view : 102 times
PDF - 33 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.