Meningkatkan Penjualan Provider Internet di Sidoarjo Optimalisasi Layanan E-Wom Brand
DOI:
https://doi.org/10.47134/interaction.v1i2.2927Keywords:
Minat beli konsumen, Produk penyedia layanan internet, Citra merek, Electronic word-of-mouth (e-WOM), Fitur layananAbstract
Studi ini menyelidiki faktor-faktor yang memengaruhi minat beli konsumen terhadap produk penyedia internet di Sidoarjo, dengan fokus pada citra merek, word-of-mouth elektronik (e-WOM), dan fitur layanan. Dengan sampel sebanyak 96 responden yang dipilih melalui purposive sampling, data dikumpulkan melalui kuesioner dan dianalisis menggunakan Regresi Linear Berganda di SPSS. Temuan menunjukkan bahwa citra merek, e-WOM, dan fitur layanan secara signifikan memengaruhi minat beli konsumen terhadap produk penyedia internet di Sidoarjo. Penelitian ini mengisi kesenjangan dalam pemahaman perilaku konsumen di pasar penyedia internet dan memberikan implikasi untuk strategi pemasaran yang disesuaikan untuk meningkatkan minat konsumen di wilayah ini.
References
F. Fadila, D. Dewi, and Z. Wahab, "The Effect of Brand Image, Brand Ambassador, and Product Quality on the Buying Interest of Mustika Ratu Products (Study on Sriwijaya University Students)," *Interatonal Journal Of Social Sciences*, vol. 4, no. 1, pp. 182-189, 2021.
P. Kotler, *Manajemen Pemasaran*, 13th ed. Jakarta: Erlangga, 2009.
P. Kotler and G. Amstrong, "Dasar-Dasar Pemasaran," in *Jilid I*, Jakarta: Prenhalindo, 2012.
F. Buananda and M. Ariyanti, "The Influence of Consumer Buying Interest in Jakarta," *e-Proceeding of Management*, vol. 5, no. 3, p. 3259, 2018.
P. Kotler and G. Amstrong, *Prinsip Prinsip Pemasaran*, 12th ed. Jakarta: Erlangga, 2016.
A. Firmansyah, *Perilaku Konsumen (Sikap dan Pemasaran)*. Yogyakarta: CV Budi Utama, 2018.
Gitosudarmo, *Manajemen Pemasaran*, 2nd ed. Yogyakarta: BPFE, 2012.
S. Widyastuti, "Consumer Considerations in Buying Interests of SPECS Sports Shoes Products through Brand Image, Product Design and Price Perceptions," *Journal of Economics*, vol. 6, no. 4, pp. 199-207, 2017.
F. Burman and M. A. Iqbal, "The effect of website quality and brand image on consumer buying interest with trust as the intervening variable (case study at bukalapak. com)," *European Journal of Business and Management*, vol. 11, no. 28, pp. 76-78, 2019.
M. Alan, "Relationship between non-mainstream brand image quality and interest in buying Ms Glow for Men products," *International Journal of Business and Economy*, vol. 4, no. 3, pp. 260-275, 2022.
Y. A. Ardhana, "Peran Citra merek memediasi Pengaruh E-wom Terhadap Minat Beli Konsumen Smartphone Samsung Dikota Denpasar," *E-Jurnal Manajemen Unud*, vol. 7, no. 11, p. 5901, 2018.
R. Utari and A. Arifudin, "The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest," *Jurnal Ekonomi & Bisnis*, vol. 10, no. 1, pp. 37–46, 2023.
S. Ade Sitorus, *Brand Marketing: The Art of Branding*, 1st ed. Bandung-Jawa Barat: Penerbit Media Sains Indonesia, 2022.
Kotler, *Manajemen Pemasaran*, 12th ed. Jakarta: PT. Indeks, 2016.
D. Pradana and Rahmawati, "Pengaruh harga kualitas produk dan E-wom terhadap minat pembelian motor," *Kinerja: Journal Economics and Management*, vol. 14, no. 1, p. 16, 2018.
Y. Abidin, "Kemampuan Menulis Berbicara Akademik Dalam Media Sosial," Bandung: Penerbit Rizki Press, 2016.
D. Wardani and I. Indayani, "The Influence of Celebrity Endorser, Brand Image, and Ewom on Buying Interest of Sunco Cooking Oil," *acopen*, vol. 5, 2021.
S. Sasmita, "Pengaruh brand image, e-wom dan preceived value terhadap minat beli sepeda merek Polygon di Kabupaten Ponorogo," *Jurnal Bisnis Ump*, vol. 02, no. 2, pp. 12-20, 2022.
Goyette, "e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context," *Wiley Interscience*, 2010.
N. J. Setiadi, *Perilaku Konsumen*, 1st ed. Jakarta: Kencana, 2015.
Kotler, *Manajemen Pemasaran*, 13th ed. Jakarta: Erlangga, 2016.
N. D. Abrilia and T. Sudarwanto, "Pengaruh Persepsi Kemudahan Dan Fitur Layanan Terhadap Minat Menggunakan E-Wallet Pada Aplikasi Dana Di Surabaya," *J. Pendidik. Tata Niaga*, vol. 8, no. 3, pp. 1006–1012, 2020.
Dr. Sudaryono, *Manajemen Pemasaran teori dan implementasi*. Yogyakarta: CV. Andi, 2016.
Cahyono and D. K. Sari, "Pengaruh Ease of Use, Service Features dan Trust terhadap games in Play Store," *acopen*, vol. 7, pp. 2022.2827, 2022.
Shabri, "Pengaruh harga dan fitur layanan terhadap minat beli konsumen Tokopedia Pasca Covid 19 di Malang raya," vol. 4, no. 6, 2022.
E. Nurvitasari and R. Dwijayanti, "Pengaruh Presepsi Kemudahan, Fitur Layanan Dan Kepercayaan Terhadap Minat Beli Konsumen (Studi Pada Pengguna Aplikasi Grab Fitur Grabfood)," vol. 9, no. 3, p. 10, 2021.
Miles, "A Taxonomy of Research Gaps: Identifying and Defining the Seven Research Gaps," 2017.
O. Rahmawati, "Pengaruh Brand Image dan E-Wom Terhadap Minat Beli Produk Kosmetik di Kalangan Masyarakat," pp. 85, 2022.
G. Negarawan, "Pengaruh Brand Image Terhadap Minat beli yang Di Moderasi Oleh Tipe Kepribadian Ekstrovert," *Psikovidya*, vol. 22.
Sudirman Indawan, "Pengaruh e-wom Terhadap Minat beli konsumen shopefood," vol. 22, no. 1, pp. 15–30, 2018.
Prasetyo and N. Nicko, "Pengaruh E-wom (Electronic word of mouth) Dan Harga Terhadap Minat Beli Pada Online Shop," Fak. Ekon. Univ. Muhammadiyah Jember, pp. 1–7, 2018.
Andrayeni, "Pengaruh Kualitas Pelayanan Dan Harga Terhadap Minat Pembelian Ulang di PT. Shabar Tour," vol. 2, no. 2, 2020.
R. Damayanti, "Pengaruh Kualitas Layanan dan Fitur Layanan Terhadap Minat Penggunaan Berkelanjutan Mobile Banking Bris," J. Pendidik. Tata Niaga, vol. 8, no. 3, 2021.
M. Y. Balaka, "Metodologi Penelitian Kuantitatif," Edisi Pertama, Penerbit: Widina Bhakti Persada, Badung, ISBN: 978-623-459-124-8, 2022.
F. Chan and A. R. Kurniawan, "The Impact of Bullying On The Confidence Of Elementary School Student," vol. 4, 2019.
P. N. Andini, "Pengaruh brand ambasador dan brand image terhadap minat beli pengguna aplikasi tokopedia," vol. 8, no. 2, Aprill, pp. 274, 2021.
P. Donni, "Komunikasi Pemasaran Terpadu," Jawa Barat, Penerbit: Pustaka Setia, 2017.
O. Sawagvudcharee, "Impact of Brand on Consumer Decision Making: Case Study of Beer Brands in Nepal," International Journal of Research, vol. 05, no. 16, pp. 1344-1356, 2018.
H. Ghozali, "Desain Penelitian Kuantitatif dan Kualitatif untuk akuntansi, bisnis, dan ilmu sosial," Edisi Pertama, Penerbit: Yoga Pratama, 2016.
Heryana, "Hipotesis Penelitian," Jurnal Eureka Pendidikan, vol. 3, no. 1, pp. 17–23, 2018.
Sugiyono, "Metode Penelitian Kuantitatif, Kualitatif, dan R&D," Penerbit: Alfabeta, 2016.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Salsa Agwah Pramahsuari, Detak Prapanca, Dewi Komala Sari
This work is licensed under a Creative Commons Attribution 4.0 International License.
