Pengaruh Electronic Word of Mouth dalam Upaya Meningkatkan Value Co-Creation dan Brand Trust yang Mengarah pada Purchase Intention
Studi Kasus pada Marketplace JD.ID
DOI:
https://doi.org/10.25124/jibr.v1i1.6443Keywords:
brand trust, brand value co-creation engagement attitude, brand value co-creation engagement behavior, minat membeliAbstract
JD.ID adalah salah satu perusahaan e-commerce di Indonesia yang mempunyai nilai loyalitas dan rating terendah jika dibandingkan dengan kompetitornya. Ulasan negatif pelanggan pada JD.ID adalah gambaran fenomena gunung es yang menunjukkan keluhan pelanggan yang ada hanya tampak di permukaan. Tujuan pada penelitian ini adalah untuk menguji pengaruh electronic word of mouth (e-WOM) dalam upaya meningkatkan brand value co-creation dan brand trust serta dampaknya terhadap minat pembelian. Pengumpulan data dilakukan dengan cara membagikan kuesioner kepada 139 orang responden dengan teknik penarikan sampel purposive sampling dan accidental sampling. Teknik analisis data menggunakan Structural Equation Modelling. Hasil pada penelitian ini menunjukkan E-WOM berpengaruh terhadap brand value co-creation engagement behavior, brand value co-creation engagement attitude, brand trust, dan minat membeli. Brand value cocreation engagement behavior tidak terbukti berpengaruh terhadap minat membeli, namun brand value cocreation engagement atitude terbukti berpengaruh terhadap minat membeli. Brand trust tidak terbukti berpengaruh terhadap minat membeli. E-WOM tidak berepengaruh terhadap minat membeli jika melalui brand value co-creation engagement behavior, brand value co-creation engagement attitude, dan brand trust.
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