ANALISIS eWOM, BRAND IMAGE, BRAND TRUST DAN MINAT BELI PRODUK SMARTPHONE DI SURABAYA

Hatane Semuel, Adi Suryanata Lianto




Abstract


This study was conducted to understand the influence of eWOM, through the Internet, on Brand Image, Brand Trust and Buying interest. More specific objectives of this research is to analyze the influence of eWOM on brand image, brand trust and buying interest of a smartphone. Research conducted on 250 consumers as purposive sampling, and analyzed using SPSS Version 13 to see the profile of consumers, measures of central tendency and variation of each indicator of variable of research, and SmartPLS Version 2:00 to examine the relationship of influence with SEM models. The results obtained, eWOM directly effect on brand image, brand trust and buying interest, while brand image directly influence brand trust and buying interest, and brand trust directly influence the buying interest. Brand image, brand trust is the mediation between eWOM and buying interest, such that in total it strengthen the influence. The strongest relationship is that eWOM positively influence brand image and eWOM postively influence buying interest.


Keywords


eWOM, brand image, brand trust, buying interest.

References


Aaker, D.A., and Keller, K.L. (1990). Consumer Evaluations of Brand Extensions, Journal of Marketing, 54(1), pp. 27-41.

Ambler, Tim, and Flora Kokkinaki. (1997). Measures of Marketing Success. Journal of Marketing Management. 13, 665-678.

Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research. 4, 291–5.

Assael, H. (2001). Consumers Behavior and Marketing Action, Edisi 3, Kent Publishing Company, Boston Massachusset, AS.

Bone, P.F. (1995). Word-of-Mouth Effects on Short-term and Long-term Product Judgments. Journal of Business Research. 32(3): 213-223.

Buttle, F.A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254. doi:10.1080/ 096525498346658

Chaudhuri, A. and Holbrook, M.B. (2001). "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty". Journal of Marketing, 65, 81-94.

Chevalier, J., and Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online. Book Reviews. Journal of Marketing Research. 43(3), 345- 354.

Dawar, N., and Madan, M.P. (2000). Impact of Product Harm Crisis on Brand Equity: The Moderating Role of Consumer Expectations,” Journal of Marketing Research. 37(2), 215-226.

East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing. 25(3), 215-224.

Grewal, K., and Baker, B. (1998). The Effect of Store Name. Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions.

Hawkins, D.I., & Mothersbaugh, D.L. (2010). Consumer Behavior: Building Marketing Strategy (11th ed.). New York: McGraw-Hill.

Hennig-Thurau., Gwinner, K.P., Walsh, G., and Gremier, D.D. (2004). Electronicn Word-of-Mouth Via Consumer-Opinion Platforms: What Motives Consumers to Articulate Themselves On the Intenet. Journal of Interactive Marketing. 18(1). Winter 2004.

Herr, P.M., Kardes, F.R., and Kim, L. (1991). Effects of word-of-mouth and product-attribute informa-tion on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research. 17(4), 454-462.

Jalilvand, M.R. (2012). The Effect of Electronic Word-of-Mouth on Brand Image and Purchase Intention. Journals of Marketing Inteligence and Planning. 30(4), 5-5. James E. Haefner, Zsuzsa Deli-Gray and Al Rosen-bloom. (2011). Managing Global Transitions. 9(3), pp. 249-273.

Jansen, B.J., Zhang, M., Sobel, K., and Chowdury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169–2188.

Keller, K.L. (1993, January). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57, 1-22.

Kotler, P. dan Keller, K.L. (2007). Manajemen Pemasaran. Ed. 12. Jilid 2. Penerbit PT Indeks: Jakarta.

Kotler, P. (2002). Manajemen Pemasaran. Edisi, Millienium, Jakarta: Penerbit PT. Prenhallindo.

Lau, G.T., and Lee, S.H. (2000). Consumer Trust in Brand and The Link to Brand Loyalty. Journal of Market Focused Management. 4, pp. 341-370

Monroe, K., Suri, R. 2003. The Effects of Time Constraints on Consumer’s Judgments of Prices and Products. Journal of Consumer Research, 30, 92-104.

Morgan, R.M., and Shelby, D.H. (1994, July) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing. 58, pp. 20-38.

Park, C.W., Jaworski, B.J., and Maclnnis, D. J. (1986) Strategic brand concept-image management. Journal of Marketing. 50(4) October, pp.135-145.

Schiffman, L.G. and Kanuk, L.L. (2007). Consumer behaviour. Singapore: Prentice Hall Internatio-nal.

Swasta dan Handoko. (2000). Manajemen Pemasaran, Analisis Perilaku Konsumen, Edisi 1, Cetakan 3. Yogyakarta.

Vazquez, R., Del Rio, A.B., & Iglesias, V. (2002). Consumer-based brand equity: Development and validation of a measurement instrument. Journal of Marketing Management, 18(1/2), pp. 27–48. Yoo, B. and Donthu, N. (2001). Developing and Validating a Multidimensional Consumer Based Brand Equity Scale. Journal of Business Research. 52(1), pp. 1-14.


Full Text: PDF


Copyright © Research Center Web-Dev Team