The influence of electronic word of mouth on consumer interests which mediated by brand equity: Study of Tokopedia Users in School of Social and Political Sciences University of Lampung

Sherly Etika Sari

doi:10.31686/ijier.vol9.iss7.3208

Authors

Sherly Etika Sari

Lampung University

DOI:

https://doi.org/10.31686/ijier.vol9.iss7.3208

Keywords:

electronic word of mouth, brand equity, customer intertest

Abstract

The purpose of this study was to find out the influence of electronic word of mouth on consumer interests which mediated by brand equity to Tokopedia Users in School of Social and Political Sciences’ student on University of Lampung. This research was conducted on Tokopedia users with a total sample of 100 respondents. The sample technique used was simpel random sampling. The type of research carried out was quantitative explanatory and analytical techniques used by SmartPLS (Partial Least Square) 2.0 version.

The results of this study indicate that electronic word of mouth has a significant influence on brand equity in Tokopedia, brand equity variables have four dimensions that have a significant effect on consumer interest in Tokopedia. For further research it is recommended to be able to develop in accordance with this research so that it can improve further research and for Tokopedia to be able to conduct in-depth interactions wisth brand tests to install perceptions related to a product that will be offered to consumers.

References

A.B. Susanto dan Hilmawan Wijanarko. 2004. Power Branding: Membangun Merek Unggul dan Organisasi Pendukungnya, jakarta, penerbit: Mizan Publika Jakarta.

Abdullah, Rahman Bin, Mushaireen Musa, Harnizam Zahari, Razman Rahman,dan Khazainah Khalid. (2011). A Model of Employee Satisfaction: Gender Differences in Cooperative Extension. International Joournal of Business and Social Science, 2(3), 147-155.

Aaker, David. 1997. Manajemen Ekuitas Merek. Jakarta. Spektrum.

Aaker, D. A. 2006. Building strong brands. New York: The Free Press.

Chan, Y & Ngai. (2011). Conceptualizing electronic word of mouth activity An input-process-output perspective. Marketing Intelligence and Planning. Vol, 29, No. 5, Mei, hlm. 488 - 516 DOI: https://doi.org/10.1108/02634501111153692

Goyette, I., Ricard,L.,Bergeron,J. & Marticotte, F (2010). e-WOM Scale: Wordof-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences,27(1),5-23. DOI: https://doi.org/10.1002/cjas.129

Hennig- Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler. 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. DOI: https://doi.org/10.1002/dir.10073

Jogiyanto. 2009. Konsep & Aplikasi PLS (Partial Least Square) Untuk Penelitian Empiris. Eds. Pertama. Yogyakarta: BPFE-Yogyakarta.

Kotler, P., Bowen, J., dan Makens, J. 1999. Marketing for Hospitality and Tourism. Second Edition. Prentice Hall Inc. Upper Saddle River, New Jersey.

Kotler, Philip. 2000. Manajemen Pemasaran, Edisi Milenium. Jakarta: Prehallindo.

Setiadi, Nugroho. 2003. Perilaku Konsumen. Prenada Media Grup, Jakarta.

Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices.Journal of retailing, 80(2), 159169. DOI: https://doi.org/10.1016/j.jretai.2004.04.001

Simamora, Bilson. 2008. Panduan Riset Prilaku Konsumen. Jakarta:PT Gramedia Pustaka Utama

Steffes, Erin M. and Burgee, Lawrence E. (2009), “Social Ties and Online Word of Mouth,” Journal of Marketing , 19 (1), 42-59 DOI: https://doi.org/10.1108/10662240910927812

Sugiyono. 2012. Metode Penelitian Kombinsasi. Bandung : Alfabeta.