Pengaruh amplified electronic word of mouth Instagram terhadap niat beli melalui kepercayaan konsumen dan citra merek

Indrawati, Reni (2024) Pengaruh amplified electronic word of mouth Instagram terhadap niat beli melalui kepercayaan konsumen dan citra merek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi sejauh mana amplified eWOM melalui Instagram Tokopedia memengaruhi niat beli konsumen, dengan mempertimbangkan peran kepercayaan konsumen dan citra merek. Elaboration Likelihood Model digunakan sebagai kerangka teoritis dalam penelitian ini. Metode penelitian yang digunakan adalah pendekatan kuantitatif eksplanatif, di mana data dikumpulkan melalui survei kepada sampel responden yang merupakan pengguna Instagram dan telah mengalami interaksi dengan amplified eWOM terkait produk di platform tersebut. Analisis data dilakukan dengan menggunakan smartpls untuk menguji hubungan antara variabel-variabel yang diteliti. Hasil penelitian menunjukkan bahwa amplified eWOM melalui Instagram tidak memiliki pengaruh signifikan terhadap niat beli konsumen. Namun, kepercayaan konsumen dan citra merek terbukti memiliki pengaruh positif yang signifikan terhadap niat beli konsumen. Hal ini menunjukkan bahwa faktor-faktor lain selain amplified eWOM melalui Instagram lebih dominan dalam membentuk niat beli konsumen. Temuan ini memberikan wawasan penting bagi praktisi pemasaran dalam mengembangkan strategi komunikasi dan memanfaatkan media sosial, khususnya Instagram, sebagai alat untuk memengaruhi niat beli konsumen. Selain itu, penelitian ini juga menggarisbawahi pentingnya membangun kepercayaan konsumen dan citra merek yang positif untuk meningkatkan niat beli konsumen. / This study aims to investigate the extent to which amplified eWOM through Tokopedia's Instagram influences consumer purchase intention, by considering the role of brand trust and brand image. The Elaboration Likelihood Model is used as the theoretical framework in this study. The research method used is an explanatory quantitative approach, where data is collected through a survey to a sample of respondents who are Instagram users and have experienced interactions with amplified eWOM related to products on the platform. Data analysis was conducted using smartpls to test the relationship between the variables studied. The results showed that amplified eWOM through Instagram does not have a significant influence on consumer purchase intention. However, brand trust and brand image were shown to have a significant positive influence on consumer purchase intention. This shows that other factors besides amplified eWOM through Instagram are more dominant in shaping consumer purchase intentions. These findings provide important insights for marketing practitioners in developing communication strategies and utilizing social media, particularly Instagram, as a tool to influence consumer purchase intentions. In addition, this study also underscores the importance of building brand trust and a positive brand image to increase consumer purchase intentions.

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