Pengaruh Electronic Word-of-Mouth terhadap Minat Beli pada Produk Scarlett dengan Kesadaran Merek sebagai Variabel Mediasi Article Swipe
Ridel Sumampouw
,
Jetje Sumampouw
,
Aditya Pandowo
·
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.53682/mk.v3i2.4201
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.53682/mk.v3i2.4201
Penelitian ini bertujuan untuk membahas dan menganalisis pengaruh langsung electronic word-of-mouth (e-WOM) terhadap minat beli, pengaruh langsung e-WOM terhadap kesadaran merek, pengaruh langsung kesadaran merek terhadap minat beli, dan pengaruh tidak langsung e-WOM terhadap minat beli yang dimediasi oleh kesadaran merek. Jumlah sampel yang digunakan adalah 132 sampel. Sampel diambil menggunakan teknik purposive sampling. Teknik analisis yang digunakan adalah partial least square structural equation model (PLS-SEM) menggunakan perangkat lunak SmartPLS 3 versi 3.3.7. Hasil menunjukkan bahwa (1) e-WOM memiliki pengaruh langsung yang positif dan signifikan terhadap minat beli, (2) e-WOM memiliki pengaruh langsung yang positif dan signifikan terhadap kesadaran merek, (3) kesadaran merek memiliki pengaruh langsung yang positif dan signifikan terhadap minat beli, dan (4) e-WOM memiliki pengaruh tidak langsung yang positif dan signifikan terhadap minat beli melalui kesadaran merek. This study aims to discuss and analyze the direct effect of electronic word-of-mouth (e-WOM) on purchase intention, the direct effect of e-WOM on brand awareness, the direct effect of brand awareness on purchase intention, and the indirect effect of e-WOM on purchase intention which mediated by brand awareness. The number of samples used is 132 samples. Samples were taken using purposive sampling technique. The analysis technique used is the partial least square structural equation model (PLS-SEM) using the software SmartPLS 3 3.3.7 version. The results show that (1) e-WOM has a positive and significant direct effect on purchase intention, (2) e-WOM has a positive and significant direct effect on brand awareness, (3) brand awareness has a positive and significant direct effect on purchase intention, and (4) e-WOM has a positive and significant indirect effect on purchase intention through brand awareness.
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- https://ejurnal.unima.ac.id/index.php/manajemen-dan-kewirausahaan/article/download/4201/2018
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https://doi.org/10.53682/mk.v3i2.4201Digital Object Identifier
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Pengaruh Electronic Word-of-Mouth terhadap Minat Beli pada Produk Scarlett dengan Kesadaran Merek sebagai Variabel MediasiWork title
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articleOpenAlex work type
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idPrimary language
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2022Year of publication
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2022-12-31Full publication date if available
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Ridel Sumampouw, Jetje Sumampouw, Aditya PandowoList of authors in order
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https://doi.org/10.53682/mk.v3i2.4201Publisher landing page
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https://ejurnal.unima.ac.id/index.php/manajemen-dan-kewirausahaan/article/download/4201/2018Direct link to full text PDF
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hybridOpen access status per OpenAlex
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https://ejurnal.unima.ac.id/index.php/manajemen-dan-kewirausahaan/article/download/4201/2018Direct OA link when available
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Psychology, Nonprobability sampling, Advertising, Mathematics, Business administration, Business, Medicine, Population, Environmental healthTop concepts (fields/topics) attached by OpenAlex
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5Total citation count in OpenAlex
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2025: 1, 2024: 2, 2023: 2Per-year citation counts (last 5 years)
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10Other works algorithmically related by OpenAlex
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| abstract_inverted_index.equation | 63, 204 |
| abstract_inverted_index.indirect | 167, 263 |
| abstract_inverted_index.langsung | 8, 16, 22, 31, 80, 92, 105, 119 |
| abstract_inverted_index.mediated | 175 |
| abstract_inverted_index.membahas | 4 |
| abstract_inverted_index.memiliki | 78, 90, 103, 116 |
| abstract_inverted_index.pengaruh | 7, 15, 21, 29, 79, 91, 104, 117 |
| abstract_inverted_index.positive | 222, 234, 247, 260 |
| abstract_inverted_index.purchase | 146, 163, 172, 228, 253, 266 |
| abstract_inverted_index.samples. | 186 |
| abstract_inverted_index.sampling | 192 |
| abstract_inverted_index.software | 209 |
| abstract_inverted_index.terhadap | 12, 18, 25, 33, 85, 97, 110, 124 |
| abstract_inverted_index.version. | 213 |
| abstract_inverted_index.(PLS-SEM) | 65, 206 |
| abstract_inverted_index.awareness | 161, 244 |
| abstract_inverted_index.bertujuan | 2 |
| abstract_inverted_index.digunakan | 44, 57 |
| abstract_inverted_index.dimediasi | 37 |
| abstract_inverted_index.intention | 173, 267 |
| abstract_inverted_index.kesadaran | 19, 23, 39, 98, 101, 128 |
| abstract_inverted_index.perangkat | 67 |
| abstract_inverted_index.purposive | 52, 191 |
| abstract_inverted_index.sampling. | 53 |
| abstract_inverted_index.technique | 196 |
| abstract_inverted_index.Penelitian | 0 |
| abstract_inverted_index.awareness, | 155, 241 |
| abstract_inverted_index.awareness. | 178, 270 |
| abstract_inverted_index.electronic | 9, 142 |
| abstract_inverted_index.intention, | 147, 164, 229, 254 |
| abstract_inverted_index.signifikan | 84, 96, 109, 123 |
| abstract_inverted_index.structural | 62, 203 |
| abstract_inverted_index.technique. | 193 |
| abstract_inverted_index.menggunakan | 50, 66 |
| abstract_inverted_index.menunjukkan | 74 |
| abstract_inverted_index.significant | 224, 236, 249, 262 |
| abstract_inverted_index.menganalisis | 6 |
| abstract_inverted_index.merek.
 | 129 |
| abstract_inverted_index.word-of-mouth | 10, 143 |
| cited_by_percentile_year.max | 96 |
| cited_by_percentile_year.min | 91 |
| countries_distinct_count | 1 |
| institutions_distinct_count | 3 |
| citation_normalized_percentile.value | 0.76886689 |
| citation_normalized_percentile.is_in_top_1_percent | False |
| citation_normalized_percentile.is_in_top_10_percent | False |