Salsabila, Edvien Syifa Fikri (2019) Pengaruh Komunikasi Pemasaran Word Of Mouth (Wom) Terhadap Minat Beli Konsumen Trifle Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Malang merupakan salah satu destinasi wisata favorit yang sering dikunjungi wisatawan domestik hingga mancanegara. Sebagai tujuan destinasi wisata, banyak pengusaha yang memanfaatkan peluang untuk berbisnis di bidang kuliner khususnya oleh-oleh khas Malang. Hingga saat ini sudah banyak produsen yang memproduksi oleh-oleh khas Malang. Semakin banyak dan berkembangnya produsen yang memproduksi oleh-oleh khas Malang, membuat setiap produsen harus memikirkan strategi pemasaran yang efektif dan efisien agar produknya mampu bersaing di pasar. Selain dari segi produk, hal yang harus diperhatikan adalah branding dan cara pemasaran. Strategi yang diterapkan akan berpengaruh dalam membangun suatu citra pada produk yang dapat menjadi faktor yang mempengaruhi terjadinya pemasaran dari mulut ke mulut (word of mouth). Salah satu faktor pendorong word of mouth adalah merek. Merek yang baik adalah merek yang memiliki kekuatan merek dalam menarik kepekaan konsumen (brand equity). Strategi pemasaran dan branding yang baik akan memunculkan minat beli konsumen. Produk Trifle merupakan salah satu produk yang memiliki ekuitas merek tersendiri di mata konsumen. Trifle mengklaim bahwa produknya merupakan salah satu oleh-oleh khas Malang sehingga membuat produk ini menjadi pertimbangan konsumen dalam memilih produk untuk dijadikan oleholeh. Namun, belum diketahui secara pasti seberapa besar kekuatan branding pada produk Trifle, begitu pula dengan keefektifan strategi pemasaran yang diterapkan. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh word of mouth terhadap brand equity dan minat beli konsumen Trifle karena dengan mengetahui pengaruhnya, akan mampu meningkatkan kesadaran merek dan volume penjualan sehingga dapat meningkatkan laba yang diterima oleh perusahaan. Adapun tujuan penelitian ini, yaitu (1) mendeskripsikan elemen word of mouth produk Trifle, (2) mendeskripsikan brand equity produk Trifle, (3) mendeskripsikan minat beli konsumen produk Trifle, (4) menganalisis pengaruh word of mouth terhadap brand awareness dan minat beli konsumen Trifle, dan (5) menganalisis pengaruh word of mouth terhadap minat beli konsumen Trifle melalui brand awareness. Penelitian kuantitatif ini dilakukan dengan melakukan pengujian pada konsumen Trifle di Trifle Soehat melalui pengisian kuesioner online dengan skala likert 1-5. Terdapat tiga variabel dalam penelitian ini, yaitu word of mouth, brand equity, dan minat beli konsumen. Penelitian ini menggunakan dua metode analisis, yaitu analisis deskriptif dan analisis jalur. Analisis deskriptif digunakan untuk mendeskripsikan karakteristik responden dan ketiga variabel. Sementara analisis jalur digunakan untuk mengetahui adanya pengaruh antara variabel word of mouth (X) terhadap indikator brand awareness (M) dan variabel minat beli konsumen (Y) produk Trifle di Trifle Soehat. Teknik penentuan sampel yang digunakan adalah non probability sampling dengan cara accidental sampling. Teknik ini dipilih karena jumlah populasi dalam penelitian ini tidak diketahui danii peneliti memiliki kriteria dalam penentuan responden. Responden yang diteliti adalah konsumen Trifle di Trifle Soehat sebanyak 112 orang. Teknik penentuan sampel online yang digunakan dalam penelitian ini adalah sampel yang dipilih (recruited sample) dimana sampel yang dijadikan responden penelitian bertemu secara tidak sengaja di lokasi penelitian dan memenuhi kriteria responden. Sampel yang telah terpilih menjadi calon responden tersebut kemudian dihubungi melalui media sosial WhatsApp untuk mengisi kuesioner online. Berdasarkan hasil penelitian, diketahui bahwa: (1) elemen pembentuk word of mouth terdiri dari talkers, topics, tools, taking part, dan tracking, (2) empat elemen brand equity terdiri dari brand awareness, brand associations, perceived quality, dan brand loyalty, (3) empat indikator yang menjelaskan minat beli konsumen, yaitu minat transaksional, minat referensional, minat preferensional, dan minat eksploratif, (4) word of mouth berpengaruh signifikan terhadap brand awareness dan minat beli konsumen Trifle, serta (5) word of mouth berpengaruh signifikan terhadap minat beli konsumen Trifle melalui brand awareness dengan pengaruh tidak langsung sebesar 0,272. Hasil uji ketetapan model sebesar 60,9% menjelaskan bahwa hubungan struktural dari ketiga variabel yang diteliti adalah sebesar 60,9% sementara sisanya 39,1% dijelaskan oleh variabel lain yang tidak terdapat dalam model penelitian ini. Beberapa saran yang dapat diberikan, yaitu (1) terus menjaga bahkan meningkatkan pelayanan, (2) melakukan edukasi yang lebih sering mengenai klaim produk Trifle sebagai oleh-oleh khas Malang, dan (3) melakukan penambahan konten promosi yang informatif.
English Abstract
Malang is one of the favorite tourist destinations that are often visited by domestic and foreign tourists. As a tourist destination, many entrepreneurs take advantage of opportunities to do business in the culinary field, especially souvenirs from Malang. Until now, there have been many producers that produce unique souvenirs from Malang. The growing number and development of producers that producing unique souvenirs of Malang, make every producer must think of an effective and efficient marketing strategy so that their products can compete in the market. Apart from the product aspect, the things that must be considered are branding and marketing methods. The strategy applied will be influential in building an image on the product that can be a factor that influences the occurrence of word of mouth marketing. One of the factors affecting word of mouth is a brand. A good brand is a brand that has brand strength in attracting consumer sensitivity (brand equity). A good marketing and branding strategy will generate consumers’ purchase interest. Trifle products are one product that has its own brand equity in the eyes of consumers. Trifle claims that the product is one of Malang’s unique souvenirs, making this product a consideration for consumers in choosing products to purchase souvenirs. However, it is not yet known exactly how much branding strength in Trifle products is, as well as the effectiveness of the marketing strategies that are implemented. This study was conducted to determine how much influence word of mouth has on brand equity and Trifle consumers’ purchase interest because knowing their influence will be able to increase brand awareness and sales volume so as to increase profits received by the company. The purposes of this study are: (1) to describe word of mouth elements of Trifle, (2) to describe brand equity of Trifle, (3) to describe consumers’ purchase interest in Trifle, (4) to analyze the effect of word of mouth on brand awareness and consumers’ purchase interest of Trifle, and (5) to analyze the effect of word of mouth on consumers’ purchase interest in Trifle through brand awareness. This quantitative research was conducted by testing Trifle consumers in Trifle Soehat through filling out an online questionnaire with a Likert scale 1-5. There are three variables in this study, namely word of mouth, brand equity, and consumers’ purchase interest. This study uses two analytical methods, namely descriptive analysis and path analysis. Descriptive analysis is used to describe the characteristics of respondents and the three variables. While path analysis is used to determine the influence of word of mouth variables on brand awareness indicators and consumers’ purchase interest variables in Trifle Soehat. The technique of determining the sample used is non probability sampling by accidental sampling. This technique was chosen because the number of population in this study was unknown and the researcher had criteria in determining respondents. The respondents surveyed were 112 Trifle consumers in Trifleiv Soehat. The online sample determination technique used in this study is the recruited sample where the samples met accidentally and met the criteria of the respondents. The sample that was chosen as the candidate respondent was then contacted via WhatsApp to fill out the online questionnaire. Based on the results of the study, it is known that: (1) elements of word of mouth consist of talkers, topics, tools, taking part, and tracking, (2) four elements of brand equity consist of brand awareness, brand associations, perceived quality, and brand loyalty , (3) four indicators that explain consumers’ purchase interest, namely transactional interests, referential interests, preferential interests, and explorative interests, (4) word of mouth has a significant effect on brand awareness and consumers’ purchase interest, and (5) word of mouth has a significant effect on consumers’ purchase interest through brand awareness with an indirect effect of 0,272. The model test results of 60,9% explained that the structural relationship of the three variables studied was 60,9% while the remaining 39,1% were explained by other variables not included in this research model. Some suggestions that can be given, namely (1) continue to maintain and even improve services, (2) conduct education more often about claiming Trifle products as souvenirs of Malang, and (3) to add informative promotional content.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/373/051907137 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Aug 2020 03:02 |
| Last Modified: | 25 Oct 2021 02:44 |
| URI: | http://repository.ub.ac.id/id/eprint/173286 |
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