Akbar, Ilham (2017) Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Minat Pembelian Aplikasi Music Streaming Joox. Sarjana thesis, Universitas Brawijaya.
Abstract
Di era globalisasi sekarang ini, ternyata tidak hanya saja perkembangan teknologi menjadi canggih akan tetapi juga pola hidup manusia sekarang ini menjadi modern dan serba mudah. Begitu pula dengan cara masyarakat menikmati musik. Saat ini, semakin banyak bermunculan aplikasi hiburan yang salah satunya adalah aplikasi Music Streaming JOOX yang banyak digunakan oleh masyarakat di Indonesia. Brand Image kuat yang dimiliki oleh JOOX membuatnya mudah diingat oleh masyarakat Indonesia. Sebagian besar pengguna merasa bahwa brand image kuat yang tersebar lewat electronic word of mouth menjadi salah satu alasan masyarakat menggunakan aplikasi music streaming khususnya JOOX.Kemajuan teknologi internet menjadikan penyebaran word of mouth tidak hanya terbatas pada komunikasi tatap muka, namun sudah dalam bentuk digital. Electronic word of mouth dapat mempengaruhi perilaku konsumen salah satunya adalah minat beli konsumen terhadap produk. Minat beli muncul ketika pengguna internet membaca komentar positif dan menarik. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh electronic word of mouth dan brand image terhadap minat pembelian fitur VIP JOOX. Penelitian ini adalah penelitian berjenis explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey yang dilakukan kepada 100 orang yang masih atau pernah menggunakan JOOX dengan pemakaian minimal 3 bulan. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan mengguanakan alat analisis regresi linear berganda. Berdasarkan hasil pengujian hipotesis F, variabel pengaruh electronic word of mouth dan brand image secara simultan berpengaruh signifikan terhadap minat pembelian. Hasil uji t juga menunjukkan bahwa pengaruh electronic word of mouth dan brand image secara parsial berpengaruh signifikan terhadap minat pembelian dengan variabel yang paling dominan mempengaruhi minat pembelian ialah variabel brand image.
English Abstract
In the current era of globalization, not only does the development of technology become sophisticated. People’s life style has also changed into modern and practical one. It also applies on the way people enjoy music. Currently, more and more mobile entertainment applications emerge; one of them is the music streaming application JOOX, which is widely used by people in Indonesia. The strong brand image of JOOX makes the application easy to remember by Indonesians. Most users feel that a strong brand image spread through electronic word of mouth is one of the reasons people use music streaming applications, especially JOOX. The advancement of internet technology makes the spread of word of mouth is not only limited to face to face communication but also spread in digital form. Electronic word of mouth can affect consumer behavior; one of them is consumer’s purchasing intention. It arises when internet users read positive and interesting comments. This study aims to identify the influence of electronic word of mouth and brand image on the intention of purchasing VIP JOOX features. This explanatory research uses quantitative approach. The data were obtained through survey on 100 people who had used or are still using JOOX, in which the minimum usage is 3 months. The sample were selected through nonprobability sampling method using purposive sampling technique. The data were processed through multiple linear regression analysis. Based on the results of hypothesis testing, electronic word of mouth and brand image, simultaneously, have a significant effect on purchasing intention. The results of t test show that, partially, the influences of electronic word of mouth and brand image are significant on purchasing intention, where brand image is the dominant variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/615/051710590 |
| Uncontrolled Keywords: | Electronic Word Of Mouth, Brand Image, Minat Pembelian, Music Streaming, JOOX,electronic word of mouth, brand image, interest purchase, music streaming, JOOX |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Dec 2017 07:33 |
| Last Modified: | 10 Sep 2020 02:47 |
| URI: | http://repository.ub.ac.id/id/eprint/6546 |
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