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All Journal IDEI: Jurnal Ekonomi & Bisnis
Tyas Fitria Putri
STIE Pariwisata Internasional (STEIN), Jakarta
Economics, Econometrics & Finance Social Sciences

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PENGARUH CITRA MEREK, MEDIA SOSIAL INSTAGRAM, DAN KERAGAMAN PRODUK PADA ELECTRONIC WORD OF MOUNTH MELALUI KEPUTUSAN PEMBELIAN Tyas Fitria Putri; Meylani Tuti
IDEI: Jurnal Ekonomi & Bisnis Vol 3, No 2 (2022): DECEMBER 2022
Publisher : Insan Doktor Ekonomi Indonesia (IDEI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38076/ideijeb.v3i2.117

Abstract

This study aimed to analyze the effect of brand image, Instagram social media and product diversity on E-WOM through purchasing decisions. The sam­pling tech­nique used was accidental sampling, who were consumers who bought the KIT SC Johnson pro­duct with a total of 200 people. The analysis method was car­ried out by Structural Equation Modeling (SEM) using SmartPLS. The results showed that brand image had a direct influence on purchasing decisions but did not have a direct influence on E-WOM. Instagram social media had a direct influence on both purchasing decisions and E-WOM. Likewise, product diversity had a direct influence on purchasing decisions and E-WOM.Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, media sosial Insta­gram dan keragaman produk pada E-WOM melalui keputusan pembelian. Teknik sam­pling yang digunakan adalah accidental sampling, yaitu konsumen yang membeli produk KIT SC Johnsons dengan jumlah sebanyak 200 orang. Metode analisis dilakukan dengan Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil menunjukkan bahwa citra merek memiliki pengaruh langsung pada keputusan pembelian namun tidak memiliki pengaruh lang­sung pada E-WOM. Media sosial Instagram memiliki pengaruh langsung baik pada ke­pu­tusan pembelian maupun E-WOM. Demikian halnya keragaman produk memiliki pe­ngaruh langsung pada keputusan pembelian dan E-WOM.
Co-Authors Meylani Tuti