THE EFFECT OF E-WOM ON PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE ON IPHONE SMARTPHONES (Study On Customers In Jakarta)

Viola Cahyaningrum; Sri Hartini

Authors

Viola Cahyaningrum Universitas Airlangga
Sri Hartini Universitas Airlangga

Keywords:

Electronic Word of Mouth (E-WOM),, Purchase Intention, Customer Satisfaction

Abstract

This study aims (1) to analyze the effect of E-WOM on purchase intention; (2) analyze the effect of E-WOM on customer satisfaction; (3) the effect of customer satisfaction on purchase intention; (4) analyze the effect of E-WOM on purchase intention mediated by customer satisfaction. The population is all iPhone customers who have never purchased an iPhone smartphone. The total sample of 100 respondents was taken using a purposive sampling technique. Data collection techniques using a questionnaire. Data analysis using path analysis and Sobel test. The results of the study show that (1) E-WOM has a significant effect on purchase intention. (2) E-WOM has a significant effect on customer statistics. (3) customer satisfaction has a significant effect on purchase intention. (4) E-WOM has a significant effect on purchase intention which is mediated by customer satisfaction.

Downloads

Download data is not yet available.

References

ACNielson. Trust in Advertising: A Global Nielsen Consumer Report, October. 2007.

Aditya, Kadek Yoga dan I Made Wardana. (2017). Peran Brand Equity Dalam Memediasi Pengaruh Word of mouth Terhadap Purchase intention. E-Jurnal Manajemen Unud, 6 (2), 830-856

Akbar, I. dan Rosita, N.H. (2017). Pengaruh Electronic Word of mouth dan Brand ImagemTerhadap Minat Pembelian Music Streaming JOOX. Jurnal Ilmiah Mahasiswa Fakultas Ekonomi dan Bisnis Brawijaya, 2 (5),1-17.

Andrew, Muhammad. (2019). E-Service Quality and Brand Image on Buying Interest: A Study of EService Quality and Brand Image on Shopee. Jurnal Sekretaris & Administrasi Bisnis. 3(1). 23-28.

D. H., Park, J. Lee, and I. Han, The effects of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement, International Journal of Electronic Commerce, Vol. 11, No. 4, pp. 125–148. (2007).

D. I., Hawkins, R., Best, and K. A. Coney, Consumer behavior: Building marketing strategy (9th ed). McGraw-Hill, Boston. 2004.

E. W. Anderson., and L. C. Salisbury. The formation of market level expectations and its covariates. Journal of Consumer Research, Vol. 30, No. June, pp.115-124. (2003).

Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang

Jalilvand, M. R., and Samiei, N., 2012, The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile. Marketing Intelligence and Planning, 30(4), 460–476.

Khuong, M. N. and Phuong, N T. (2017). The Effects of Destination Image, Perceived Value, and Service Quality on Tourist Satisfaction and Word-of-Mouth — A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 8(5). 217-224

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta

Tien, D.H., Rivas, A.A., and Liao, Y.K. (2018). Examining the inﬂuence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Paciﬁc Management Review, xxx-2018, 1-12

Yunus, N.H., Ariff, M.S., Som, N.M., Zakuan, N., and Sulaiman, Z. (2016). The Mediating Effect of Brand Image between Electronic Word of Mouth and Purchase Intention in Social Media. Advanced Science Letters. 22(10). 3176-3180