Pengaruh market mavenism dan brand attitude terhadap viral intention dengan mediasi positive emotion (studi pada Kopi Kenangan) = Linking market mavenism and brand attitude antecedents to positive emotion and its impact on viral intention (study on Kopi Kenangan)

Angrito, Ryan Putra and Pradipta, Vanessa Indah and Wulandari, Cristina Claudia (2020) Pengaruh market mavenism dan brand attitude terhadap viral intention dengan mediasi positive emotion (studi pada Kopi Kenangan) = Linking market mavenism and brand attitude antecedents to positive emotion and its impact on viral intention (study on Kopi Kenangan). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dari market maven dan bagaimana market maven melihat suatu brand yang mempunyai potensi untuk diviralkan. Selanjutnya dianalisis juga peranan mediasi positive emotion terhadap viral intention produk kopi on demand. Model penelitian ini dimodifikasi dari penelitian sebelumnya dengan penambahan variabel dimensi dari perceived value, perceived eWOM, berikutnya variabel desire to be unique, desire to help others, dan perceived pleasure sebagai pembentuk market mavenism. Penelitian ini dilakukan di Indonesia pada 423 konsumen brand Kopi Kenangan. Pengambilan responden secara purposive sampling, sedangkan pengumpulan data dilakukan dengan kuesioner berskala Likert yang disebarkan secara online. Data dianalisis dengan metode PLS-SEM. Hasil temuan penelitian ini menjelaskan pengaruh positif market mavens secara langsung maupun melalui positive emotion terhadap viral intention. Sedangkan brand attitude mempunyai pengaruh lebih kuat terhadap viral intention bila melalui positive emotion. Prediktor dari brand attitude yang paling kuat adalah perceived eWOM, sedangkan faktor pembentuk yang paling dominan dari market mavens adalah perceived pleasure. Involvement sebagai pemoderasi dapat memperkuat pengaruh brand attitude dan market mavens. Model penelitian ini memiliki explanatory yang substansial dan predictive relevance yang besar terhadap viral intention. Penelitian ini dapat memberikan implikasi manajerial terhadap pengelola media sosial agar dapat meningkatkan kinerja digital marketing sehingga kinerja bisnis juga dapat meningkat serta dapat dikembangkan bagi penelitian lebih lanjut terutama dalam konteks viral intention yaitu konten dari brand yang ingin diviralkan. / This study aimed to analyze the influence of market maven and how market mavens see a particular brand that has the potential to be viral. Furthermore, it also analyzed the role of positive emotion mediation on the viral intention of kopi on demand products. This research model was modified from previous studies by adding dimensions of perceived value, perceived eWOM, then desire to be unique, desire to help others, and perceived pleasure as market mavenism forming factors. This research was conducted in Indonesia on 423 consumers of Kopi Kenangan brand. Respondents were selected by purposive sampling, while data collection is done by Likert scale questionnaires distributed online. Data were analyzed by PLS-SEM method. The findings of this study explain the positive influence of market mavens directly or through positive emotion on viral intention. Whereas, brand attitude has stronger influence on viral intention through positive emotion. The strongest predictor of brand attitude is perceived eWOM, while the most dominant forming factor of market mavens is perceived pleasure. Involvement as a moderator can strengthen the influence of brand attitude and market mavens. This research model has a substantial explanatory and large predictive relevance to viral intention. This research can provide managerial implications for social media managers in order to improve digital marketing performance so that business performance can also be improved and can be developed for further research, especially in the context of viral intention, that is the content of the brand to be viralize.

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