Pengaruh Electronic Word Of Mouth Terhadap Internet Service Provider Rumah di Kota Batam

Purwanto, Dhimas Sapta (2020) Pengaruh Electronic Word Of Mouth Terhadap Internet Service Provider Rumah di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian yang dibuat ini ditunjukan untuk mempelajari pengaruh hubungan antara variable e-wom quality, e-wom quantity, e-wom credibility yang dapat mempengaruhi purchase intentiont terhadap provider layanan internet rumah dengan perceived quality dan brand image sebagai variable Intervening nya. Objek yang digunakan didalam penelitian ini adalah pengguna internet rumahan yang menggunakan EWOM di media sosial seperti Instagram, Facebook, Twitter dan Line di kota Batam. Penelitian ini menggunakan metode purposive sampling dan instrumen penelitian yang digunakan di penelitian ini adalah aplikasi SPSS versi 2.2 dan SmartPLS versi 3.3.2. Instrumen penelitian tersebut untuk menganalisis hubungan atau pengaruh dari variabel independen kualitas e-wom, kuantitas e-wom, kredibilitas e-wom dan variabel mediasi (citra merk dan persepsi kualitas) pada variabel dependen (niat beli). Studi ini menghasilkan pengaruh yang tidak signifikan antara lain, pengaruh kualitas e-wom terhadap niat beli, pengaruh kualitas e-wom terhadap citra merek, pengaruh kualitas dan kuantitas e-wom pada kualitas yang dipersepsikan, dan pengaruh kualitas e-wom terhadap niat beli. Hasil yang signifikan kemudian meliputi pengaruh kuantitas dan kepercayaan e-wom terhadap niat beli, pengaruh kuantitas dan kepercayaan e-wom terhadap citra merek, pengaruh reliabilitas e-wom terhadap persepsi kualitas, dan pengaruh citra merek terhadap niat beli. ---------------------------------------------------------------The purpose of this research is to study the effect of the relationship between the variable e-wom quality, e-wom quantity, e-wom credibility which can influence purchase intention towards home internet service providers in Batam City with perceived quality and brand image as the intervention variable. The objects used in this study are home internet users who use EWOM on social media such as Instagram, Facebook, Twitter and Line in Batam city. This study used a purposive sampling method and the research instruments used in this study were SPSS version 2.2 and SmartPLS version 3.3.2. The research instrument was to analyze the relationship or influence of the independent variables of e-wom quality, e-wom quantity, e-wom credibility and the mediating variables (brand image and perceived quality) on the dependent variable (purchase intention). This study produces insignificant effects, among others, the effect of e-wom quality on purchase intention, the effect of e-wom quality on brand image, the effect of e-wom quality and quantity on perceived quality, and the effect of e-wom quality on purchase intention. The significant results then include the influence of quantity and trustworthiness of e-wom on purchase intention, influence of quantity and trust of e-wom on brand image, influence of e-wom reliability on perceived quality, and influence of brand image on purchase intention.

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