Pengaruh Review Quality, Review Quantity dan Review Credibility Terhadap Sepatu Kasual Nike di Indonesia

Lensun, Andrew William (2022) Pengaruh Review Quality, Review Quantity dan Review Credibility Terhadap Sepatu Kasual Nike di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nike merupakan perusahaan yang bergerak di bidang pakaian dan alas kaki yang juga merupakan penguasa pasar sneakers di dunia. Namun di Indonesia, Nike mengalami penurunan yang dimulai dari tahun 2015 dan saat ini berada di peringkat kelima berdasarkan Top Brand Index untuk produk sepatu kasual. Penelitian ini dilakukan untuk mengetahui dan menguji pengaruh review quality, review quantity dan review credibility terhadap purchase intention pada sepatu kasual Nike. Kerangka konseptual pada penelitian merupakan replikasi dari penelitian yang sudah ada. Tipe penelitian yang digunakan adalah kuantitatif dengan mengedarkan kuesioner melalui google forms untuk teknik pengumpulan data. Penelitian ini dilakukan terhadap masyarakat yang mengetahui sepatu kasual Nike. Pada penelitian ini data yang berhasil dikumpulkan berjumlah 251 responden yang dianalisa dengan menggunakan SmartPLS. Outer model terdiri dari pengukuran validitas dan realibilitas, dan inner model terdiri dari pengukuran multikolinearitas, R2, Q2, T-statistik dan hubungan antara konstruk. Hasil dari penelitian ini menunjukkan bahwa review quantity dan review credibility berpengaruh positif dan signifikan terhadap purchase intention. Sedangkan untuk review quality tidak berpengaruh secara statistik terhadap purchase intention. / Nike is a clothing and footwear company that is also the leader of the world's sneakers market. However, in Indonesia, Nike has experienced a decline starting from 2015 and is currently ranked fifth based on the Top Brand Index for casual shoe products. This study was conducted to determine and examine the effect of review quality, quantity review and credibility of the review on purchase intention on Nike casual shoes. the research framework is a replication of existing research. The type of research used is quantitative by distributing questionnaires via google form for data collection techniques. This research was conducted on people who know about Nike casual shoes. In this research, 251 respondents that had been collected were analyzed using SmartPLS. The outer model consists of measurements of validity and reliability, and the inner model consists of measurements of multicollinearity, R2, Q2, T-statistics and the relationship between constructs. The results of this study indicate that review quantity and review credibility have a positive and significant effect on purchase intention. Meanwhile, the quality of the review has no statistical effect on purchase intention.

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