Meningkatkan Keputusan Pembelian Annaba’s Cookies Melalui Electronic Word of Mouth
Keywords:
Product Quality, Price Perception, Electronic Word of Mouth, Purchase DecisionAbstract
Micro-enterprises have limited resources in choosing strategic places and high-cost promotions. For this reason, efforts are needed with the minimum possible cost of introducing and providing information to potential buyers, The purchase decision of a product is one of the first strategies companies need to use in creating a good first impression on a purchase. Because a good impression will create customer satisfaction even to customer loyalty. This study aims to improve purchasing decisions mediated by Electronic Word of Mouth (E-WoM) based on product quality factors and price perception. The method used in the study is the survey method using SmartPLS 3.0 and the data processing using PLS-SEM Path Analysis. The population and sample used were the total of Annaba’s Cookies consumers as many as 184 respondents through accidental sampling technique. The results of this study state that all variables have a positive and significant influence both direct and indirect influences
References
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Sudaryono, D. (2014). Perilaku Konsumen. Lentera Ilmu Cendekia.
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Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Daga, R. (2017). Citra, Kualitas Produk dan Kepuasan Pelanggan (Sulawesi S). Global RCI.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9–10), 1041–1049. https://doi.org/10.1016/j.jbusres.2009.01.015
Gutt, D., von Rechenberg, T., & Kundisch, D. (2020). Goal achievement, subsequent user effort and the moderating role of goal difficulty. Journal of Business Research, 106(November 2017), 277–287. https://doi.org/10.1016/j.jbusres.2018.06.019
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Square Structural Equation Modeling (PLS-SEM) (2nd ed.).
Hamdani, N. A., & Maulani, G. A. F. (2018). The influence of E-WOM on purchase intentions in local culinary business sector. International Journal of Engineering and Technology(UAE), 7(2), 246–250. https://doi.org/10.14419/ijet.v7i2.29.13325
Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Utomo, K. P., Bairizki, A., Lestari, A. S., Rahayu, D. W. S., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, & Triwardhani, D. (2021). Perilaku Konsumen. In Widina.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. In SpringerBriefs in Business. http://link.springer.com/10.1007/978-3-319-52459-7
Kietzmann, J., & Canhoto, A. (2013). Bittersweet! understanding and managing electronic word of mouth. Journal of Public Affairs, 13(2), 146–159. https://doi.org/10.1002/pa.1470
Kotler & Armstrong. (2012). Philip Kotler Gary Armstrong, Prinsif-prinsif Pemasaran edisi 12 jilid 1 (pp. 1–27).
Kotler, P., & Armstrong, G. (2012). Page 1 Prinsip-prinsip Pemasaran i Edisi keduabelas Jilid 1 PHILIP KOTLER Northwester (pp. 1–367).
Kotler, P., & Armstrong, G. (2017). Principles of Marketing, Seventeenth Edition. In Pearson.
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran (A. Maulana & W. Hardani (eds.); 13th ed.). Penerbit Erlangga.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705–717. https://doi.org/10.1037/0003-066X.57.9.705
Locke, E. A., & Latham, G. P. (2006). New directions in goal-setting theory. Current Directions in Psychological Science, 15(5), 265–268. https://doi.org/10.1111/j.1467-8721.2006.00449.x
Locke, E. A., & Latham, G. P. (2020). Building a theory by induction: The example of goal setting theory. Organizational Psychology Review, 10(3–4), 223–239. https://doi.org/10.1177/2041386620921931
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision. International Journal of Applied Business and International Management, 4(3), 75–83. https://doi.org/10.32535/ijabim.v4i3.685
Neubert, M. J., & Dyck, B. (2016). Developing sustainable management theory: goal-setting theory based in virtue. Management Decision, 54(2), 304–320. https://doi.org/10.1108/MD-05-2014-0312
Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen & Strategi Pemasaran (M. Masykur (ed.); 9th ed.). Salemba Empat.
Schiffman, L. G., & Kanuk, L. L. (2018). Perilaku Konsumen (B. Sarwiji (ed.); 7th ed.). Penerbit Indeks.
Sudaryono, D. (2014). Perilaku Konsumen. Lentera Ilmu Cendekia.
Sugiyono, P. D. (2018). Mnetode Penelitian Manajemen (S. H. M. P. Setiawami (ed.)). Alfabeta.
Sutrisno, T., Gosal, G. G., & Hernandes, S. F. (2020). Primanomics : j. 3, 1–7.
Vlacavik, V. A., & Chirstian, E. W. (2008). Essentials of Food Science (3rd ed.).
Yang, L., Wang, S., Zhang, W., Zhang, H., Guo, L., Zheng, S., & Du, C. (2022). Effect of black soybean flour particle size on the nutritional, texture and physicochemical characteristics of cookies. Lwt, 164(May), 113649. https://doi.org/10.1016/j.lwt.2022.113649
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532
