Electronic Word of Mouth, Perceived Price, and Brand Image Increasing Purchase Intention in RedDoorz Indonesia Through Perceived Service Quality as Intervening Variable
DOI:
https://doi.org/10.54783/endlessjournal.v5i2.213Abstract
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
ENDLESS: Journal of Futures Studies, Vol. 5, No. 1 (2022)
http://internationaljournal.net/index.php/endless 71
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,
(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
ENDLESS: Journal of Futures Studies, Vol. 5, No. 1 (2022)
http://internationaljournal.net/index.php/endless 72
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),
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),
–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.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 ENDLESS: INTERNATIONAL JOURNAL OF FUTURE STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
