STUDI PADA RUJUKAN ELEKTRONIK DAN GETOK TULAR: CITRA MEREK SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF TEORI KESESUAIAN DIRI
Trefwoorden:
Rujukan Elektronik, Getok Tular, Citra Merek, Niat Pembelian, Teori Kesesuaian DiriSamenvatting
Penggunaan media sosial semakin masif sebagai sarana promosi untuk meningkatkan niat beli konsumen terhadap produk kecantikan yang dipengaruhi oleh rekomendasi dan ulasan online. Penelitian bertujuan menganalisis pengaruh Electronic Word of Mouth (eWOM) dan Electronic-Referral (e-Referral) pada niat pembelian dengan citra merek sebagai variabel moderasi. Sampel dalam penelitian adalah konsumen pengguna aplikasi TikTok Shop produk kosmetik Wardah di Manokwari, Papua Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Ukuran sampel dalam penelitian ini sebanyak 260 orang pengguna TikTok Shop yang pernah membeli atau berniat untuk membeli produk Wardah. Pengumpulan data dilakukan melalui penyebaran kuesioner secara langsung dengan menggunakan skala likert. Hasil penelitian ini menunjukkan bahwa e-Referral dan eWOM berpengaruh positif terhadap niat pembelian, namun berdasarkan hasil Structural Equation Modeling-Partial Least Squares menunjukkan variabel citra merek tidak mampu memoderasi hubungan antara e-Referral dan e-WOM terhadap niat pembelian. Niat beli konsumen pada produk lebih dipengaruhi rekomendasi dan komunikasi elektronik secara langsung terhadap citra merek.
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