Abstract
This research was conducted in Denpasar City. The number of samples taken is 110 people who intend to use traveloka services, the method of determining the sample used is purposive sampling, and analysis of the data used is path analysis and sobel test. based on the results of the analysis found that electronic word of mouth has a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, and brand image has a role in mediating electronic word influence of mouth towards purchase intention.
 Keywords : brand image, electronic word of mouth, purchase intention
Highlights
PENDAHULUAN Pada dewasa ini, para konsumen sudah menjadi lebih pintar, selektif, dan aware terhadap pemilihan jenis jasa yang akan digunakan
The number of samples taken is 110 people who intend to use traveloka services, the method of determining the sample used is purposive sampling, and analysis of the data used is path analysis and sobel test. based on the results of the analysis found that electronic word of mouth has a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, and brand image has a role in mediating electronic word influence of mouth towards purchase intention
Asia Pacific Journal of Marketing and Logistics. 21(1): 174-194. https://id.techinasia.com/ (Diakses pada Sabtu, 2-6-2018, 22:00) https://www.internetworldstats.com (Diakses pada Sabtu, 2-6-2018, 22:30) https://tekno.kompas.com (Diakses pada Minggu,3-6-2018, 23:30) https://ekonomi.kompas.com (Diakses pada Minggu,3-6-2018, 23:30) http://www.balebengong.net/kabaranyar/2012/07/12/inilah10-faktapengguna internet-bali.html (Diakses pada Selasa,5-6-2018, 11:00)
Summary
Menunjukkan bahwa 11 indikator yang dipakai dalam penelitian memiliki nilai korelasi lebih besar dari 0,3 sehingga keseluruhan indikator yang dipakai dinyatakan valid. Hasil uji reliabilitas instrumen yang ditunjukkan pada Tabel 7. Menunjukkan nilai cronbach alpha lebih besar dari 0,60 sehingga seluruh indikator yang digunakan dalam penelitian ini dikatakan reliabel. Apabila disesuaikan dengan interval kelas dalam deskripsi variabel penelitian, maka indikator–indikator yang dipakai dalam variabel electronic word of mouth tergolong dalam rentang yang cukup baik hingga baik, selain itu untuk jawaban responden rata–rata menjawab setuju, ini menandakan bahwa variabel electronic word of mouth salah satu faktor penting bagi konsumen dalam melakukan purchase intention di Traveloka. Indikator “Saya merasa yakin dengan keputusan sendiri apabila membaca ulasan jasa Traveloka dari sesama pengguna media internet.” memberikan dampak paling besar bagi variabel electronic word
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