Pengaruh brand love terhadap positive word of mouth pengguna smartphone iPhone di Jabodetabek = The influence of brand love toward positive word of Mouth for iPhone user in Jabodetabek

Fredlina, Fredlina and Raissa Uli Desi Deria, Rompies and Yoshua, Marchello (2020) Pengaruh brand love terhadap positive word of mouth pengguna smartphone iPhone di Jabodetabek = The influence of brand love toward positive word of Mouth for iPhone user in Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Meningkatnya daya beli masyarakat menyebabkan munculya kegemaran dalam membeli produk bernilai hedonis di kalangan kebanyakan masyarakat saat ini. Produk bernilai hedonis ini lebih mementingkan, melihat, dan mempertimbangkan nilai serta ‘tingkatan’ dari brand tersebut ketimbang fungsi utama yang tentunya juga dimiliki oleh produk bernilai hedonis. Dalam penelitian ini, produk hedonis yang diteliti adalah smartphone iPhone. Smartphone iPhone dapat dikategorikan kedalam produk yang memiliki nilai hedonis dengan alasan smartphone ini memiliki harga yang lebih tinggi atau bahkan smartphone keluaran terbarunya mematok harga yang sangat tinggi dibandingkan merek smartphone lain, namun jika dibandingkan dengan smartphone lain, tetap memiliki fungsi utama yang sama. Dalam penelitian ini akan diketahui bagaimana variabel hedonic product yang dimiliki oleh smartphone iPhone mempengaruhi variabel kecintaan terhadap merek, sehingga dari kecintaan terhadap merek, hal tersebut dapat mendorong pengguna smartphone iPhone untuk melakukan word-of-mouth baik secara online maupun offline. Selain variabel hedonic product, self-expressive dan brand trust juga menjadi variabel yang masuk kedalam model penelitian, yang kemudian menjadi variabel yang memiliki pengaruh terhadap brand love. Metode yang digunakan dalam menganalisis penelitian ini adalah PLS-SEM 3.0. Metode penyebaran kuesioner sendiri menggunakan convenience sampling yang menjelaskan dimana pengambilan sampel diambil berdasarkan kemudahan, kecepatan, dan biaya untuk mengidentifikasi responden potensial sebagai pertimbangan utama. Penelitian ini telah dilakukan melalui platform sosial media secara online untuk menjangkau target responden yang merupakan pengguna smartphone iPhone dan berdomisili di Jabodetabek, Indonesia. Penelitian ini dilakukan mulai dari Agustus sampai November 2019, dengan jumlah responden sebanyak 181 orang. Hasil dari penelitian ini menyimpulkan bahwa variabel selfexpressive memiliki pengaruh positif terhadap brand love, brand trust memiliki pengaruh positif terhadap brand love, hedonic product memiliki pengaruh positif terhadap brand love, dan brand love memiliki pengaruh positif terhadap word-ofmouth baik secara online (eWOM) maupun offline. / The increasing of purchasing power of the society has led to the emergence of a penchant for buying hedonic value products. Hedonic value product is more concerned with the value and level of the brand rather than the main function which certainly is also owned by the hedonic value product, as same as utilitarian product. In this study. The hedonic value product is smartphone iPhone, this smartphone can be categorized into product that has a hedonic value based on the fact that iPhone has a higher price and even the lastest iPhone that lauch every September has a highest price compared to other smartphone brands, but when it comes to the function, iPhone and other smartphone brands has the same main function. In this research, it will be known how the hedonic value on iPhone able to affect brand love, so when iPhone user have a brand love toward iPhone that has hedonic value, it will encourage them to do both online and offline word-of-mouth. In addition to hedonic product, self-expressive and brand trust are also projected to have an influence on brand love. The method used in analysing this research is PLS-SEM 3.0. The method of distributing the questionnaire itself uses convenience sampling which explains where sampling is taken based on convenience, speed, and cost to identify potential respondents as the main consideration. This research conducted through social media platform; (LINE and Twitter) to reach the target respondents who are iPhone users and live in Jabodetabek. This research was conducted from August to November 2019, with 181 respondents. The results of this study conclude that self-expressive has a positive effect on brand love, brand trust has a positive effect on brand love, hedonic value has a positive effect on brand love, and brand love has a positive effect on word-of-mouth both online (eWOM) and offline.

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