Electronic Word of Mouth, Perceived Price, and Brand Image Increasing Purchase Intention in RedDoorz Indonesia Through Perceived Service Quality as Intervening Variable

  • Etty Nurwati STIE Pariwisata Internasional, Jakarta, Indonesia
  • Pamuji Gesang Raharjo STIE Pariwisata Internasional, Jakarta, Indonesia
  • Nurma Yuliani STIE Pariwisata Internasional, Jakarta, Indonesia
Keywords: Electronic Word of Mouth, Perceived Price, Brand Image, Perceived Service Quality, Purchase Intention.

Abstract

To analyze the direct and indirect effects of electronic word of mouth, perceived price, brand image, perceived service quality, and purchase intention variables. The research was conducted on users of the RedDoorz Application in Indonesia. Collecting data with instruments that have been tested for validity and reliability, by a questionnaire distributed via google form using accidental sampling technique. A total of 330 samples were collected, the data was processed by SEM using SmartPLS 3.2.9. There is a significant positive effect of Electronic Word of Mouth, Perceived Price, Brand Image on Perceived Service Quality, and Purchase Intention. The variable that has the most direct influence on Purchase Intention is Perceived Price, and the indirect influence through perceived service quality is Brand Image.

References

Amin, F., & Nika, F. A. (2019). EWOM as a Catalyst for Development of Quality Perception among E-Buyers. Abhigyan, 36(4), 57–66.

Assael, H. (2001). Consumer behaviour and Marketing Action. New York: Thomson Learning.

Cahyono, F., Kusumawati, A., & Kumadji, S. (2016). Analisis Faktor-Faktor Pembentuk Electronic Word-of-Mouth (e-WoM) dan Pengaruhnya Terhadap Minat Beli (Survei pada Followers Akun Instagram @saboten_shokudo). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 148–157.

Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning, 29(5), 488–516. https://doi.org/10.1108/02634501111153692

Cheong &Jang. (2013). Determinants of Internet Usage in Ghanaian Hotels: The Case of the Greater Accra Region (GAR) Determinants of Internet Usage in Ghanaian Hotels : The Case of the Greater Accra Region (GAR). Journal of Hospitality & Leisure Marketing, 15(3), 37–41. https://doi.org/10.1300/J150v15n03

Chrysnaputra, R. D. (2020). Pengaruh Brand Image dan Trust Terhadap Purchase Intention ;ada Jasa Umroh di Malang. Al-Iqtishod: Jurnal Ekonomi Syariah, 2, 68–89.

Demante, K., & Dwiyanto, B. M. (2019). Analisis Pengaruh Electronic Word of Mouth terhadap Brand Image dan Perceived Quality serta Dampaknya pada Purchase Intention (Studi pada Lipstik Sariayu Martha Tilaar di Kota Semarang). Diponegoro Journal of Management, 8(4), 97–105.

Eman, C., Pangemanan, S., Rumokoy, F. S., & Program, M. (2018). Analyzing the Effect of Service Quality and Perceived Risk on Purchase Intention in the Multimart Convenience Store Tomohon City. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(4), 2477–2486. https://doi.org/10.35794/emba.v6i4.21017

Evans, D., & McKee, J. (2010). Social Media Marketing: The Next Generation of Business Engagement. Wiley Publishing, Inc., Indianapolis, Indiana.

Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.

Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. doi:10.1108/EUM0000000004784

Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM). In Practical Assessment, Research and Evaluation. SAGE Publications.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

Indra, C. (2018). Pengaruh Word of Mouth Terhadap Purchase Intentiondengan Brand Image dan Perceived Service Quality Sebagai Variabel Intervening pada Program KPR Bersubsidi di Surabaya. Jurnal Manajemen Pemasaran, 12(1), 1. https://doi.org/10.9744/pemasaran.12.1.1-9

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946

Kala, D., & Chaubey, D. S. (2018). Impact of Electronic Word of Mouth on Brand Image and Purchase Intention towards Lifestyle Products in India. Pacific Business Review International, 10(9), 135–144.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education,Inc.

Kussudyarsana, K. (2020). Is Percieved Quality Mediate the relationship between Brand Image and Country of Origin toward Purchase Intension ? 6(2), 1–13.

Nurcahyo, R., Andry, D., & Kevin, K. (2017). Pengaruh Trust, Price dan Service Quality Terhadap Intention to Purchase Pelanggan Bhinneka.com. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 2(3), 391–400. https://doi.org/10.36226/jrmb.v2i3.73

Oliver, S. (2007). Strategi Public Relations. Jakarta: Erlangga.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). Pengaruh E-Wom Terhadap Brand Image dan Purchase Intention pada Hotel Bintang Tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-35

Putri, V. (2018). The Effect of Brand Image and Perceived Price on Smartphone Purchase Intention ( Case Study on Samsung Brand ). Industrial Research Workshop and National Seminar, 9, 559–565.

Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011

Susilowati, C., & Sugandini, D. (2020). Perceived Value, Eword- of-Mouth, Traditional Word of-Mouth, and Perceived Quality To Destination Image of Vacation Tourists. Review of Integrative and Economic Research, 7(1), 312–321.

Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H., & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.

Wang, Y., & Tsai, C. (2014). The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds. The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds, 8(2), 27–40.

Widya Suraputra, I. M., & Raka Suardana, I. B. (2019). Persepsi Kualitas Sebagai Mediator Antara Merek, Desain, Harga dan Niat Beli Sepeda Motor. Jurnal Manajemen Bisnis, 16(1), 138. https://doi.org/10.38043/jmb.v16i1.2024

Zeithaml, V. A., & Bitner, M. . (2000). Service marketing: Integrating customer focus across the firm (2nd ed). New York: Irwin McGraw– Hill Publishing Company.

Published
2022-01-26
How to Cite
Nurwati, E., Raharjo, P. G., & Yuliani, N. (2022). Electronic Word of Mouth, Perceived Price, and Brand Image Increasing Purchase Intention in RedDoorz Indonesia Through Perceived Service Quality as Intervening Variable. ENDLESS : International Journal of Future Studies, 5(1), 54-72. https://doi.org/10.54783/endless.v5i1.213