Green Brand Credibility, Private Label Products And E -Word Of Mouth On Purchase Intention Of Iphone Smartphones
DOI:
https://doi.org/10.32528/issh.v2i3.378Keywords:
Green Brand Credibility, Private Label Product, Electronic Word Of Mouth, Purchase Intention.Abstract
The purpose of this research is to find out and analyze the credibility of green brands, private label products and electronic word of mouth on the purchase intention of iPhone smartphones either partially or simultaneously. The sample consisted of 123 student respondents at the University of Muhammadiyah Tangerang. This research method uses quantitative. The sampling technique used was purposive sampling. The method of data collection was carried out using a questionnaire instrument with a Likert Summated Rating (LSR) with the criteria of strongly disagree - strongly agree. The data analysis method was processed using SPSS Version 27. The results showed that green brand credibility had a positive effect on the intention to buy an iPhone smartphone, private label products had a positive and significant effect on the intention to buy an iPhone smartphone and E-WOM had a positive and significant effect on the intention to buy an iPhone smartphone. . Simultaneously green credibility, private label products and E-WOM have a positive and significant effect on the intention to buy an iPhone
smartphone. The results of the regression equation show that the effect of electronic word mouth has the highest effect compared to private label products and the smallest is green brand visibility. That these marketers provide information about iPhone products that iPhone products have gone green is widespread through electronic word of mouth that iPhone smartphones are green brands.
Downloads
References
Aditya Ayu Laksmi1, F. O. (2016). Pengaruh Electronic Word Of Mouth ( Ewom ) Terhadap Minat Beli Followers Instagram Pada Warunk Upnormal. 10(2), 78–88.
Agatha, C., Tumbel, A., & Soepeno, D. (2019). Pengaruh Brand Image Dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Oriflame Di Manado the Effect of Brand Image and Electronic Word of Mouth on Interest To Buy Oriflame Consumers in Manado. Riset Ekonomi, 7(1), 131–140.
Bearden, W. O., Netemeyer, R. G., & Kelly L. Haws. (2016). Handbook of Marketing Scales. https://doi.org/10.4135/9781452224923
Databook. (2022). Didorong Kenaikan Penjualan iPhone, Apple Raih Pendapatan Rp1.772 triliun pada kuartal I 2022. Databook.
Erdem, T., Swait, J., Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. 12(1), 1–19.
Ghozali I. (2013). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Dipenogoro.
Gilaninia, S., Ganjinia, H., Moridi, A., &Rahimi, M. (2012). The Differential Roles of Brand Credibility and Brand Prestige in The Costumers’
Purchase Intention. Journal of Business and Management, 2.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2012). E-WOM scale; word of mouth measurement scale for eservice context. canadian.
Hasanah, N. (2017). Persepsi Konsumen Terhadap Produk Private Label Indomaret ( Studi Pada Indomaret Banjarmasin Kelurahan Benua
Anyar). AL-ULUM : Jurnal Ilmu Sosial Dan Humaniora, 3(2), 531–541. https://doi.org/10.31602/alsh.v3i2.1202
Hawkins, D.I., & Mothersbaugh, D. L. (2011). Consumer Behavior: Building Marketing Strategy. In Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill.
Jasmine, N. A., & Saraswati, T. G. (2021). Analisis Pengaruh Konsep SGCC (Conformity To Social Norms, Quality Perception, Social Prestige, Internet Technology Readiness, dan Brand Credibility) Terhadap Minat Beli Netflix pada Generasi Millennial. Jurnal Ilmiah MEA, 5(1), 1355–1366.
Kakkos. (2015). Identifying Drivers of Purchase Intention for Private Label Brands. Preliminary Evidence from Greek Consumers. Procedia Social and Behavioral Sciences.
Kotler, P., & Keller, K. L. (2016). Marketing Managemet (Edisi 16). Person.
Kotler, P., & Keller, K. L. (2016). Marketing Managemet (Edisi 15 G). Pearson.
Lestari1, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Februari 2021 EMBISS, 1(2), 75. https://embiss.com/index.php/embiss
Lina. (2015). Pengaruh Kredibilitas Merek Terhadap Minat Beli Konsumen Dengan Moderasi Kesadaran Merek Dan Citra Merek Pada Produk Android Oppo Di Surabaya. Ekp, 13(3), 1576–1580.
Marendra, R., & Wicaksono, B. S. (2022). Pengaruh E-Wom Dan Kredibilitas Brand Terhadap Minat Pembelian Dengan Sikap Brand Sebagai Intervening. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 1(3), 235–252.
Marhaeni, W., & Kurniawan, I. S. (2020). Pengaruh Kualitas Dan Citra Merek Terhadap Kepercayaan Dan Dampaknya Terhadap Minat Beli Produk Private Label Indomaret (Studi Kasus Pada Konsumen Indomaret Di Yogyakarta). Optimum: Jurnal Ekonomi Dan Pembangunan, 10(1), 15. https://doi.org/10.12928/optimum.v10i1.13933
Maskuri, M. A., Kurniawan, E. N., Wardani, M. K., & Andriyani, M. (2019). Kepercayaan, Kemudahan Penggunaan Dan Electronic Word of Mouth Terhadap Minat Beli Online. Jurnal Manajemen Kewirausahaan, 16(2), 139. https://doi.org/10.33370/jmk.v16i2.348
medcom.id. (2017). https://www.medcom.id/ Peminat IPhone Paling Banyak Berasal Dari Indonesia.
Noraini, S., Agnes Kanyan, & Mohamad Fitri Nazrin. (2016). The Effect of E-WOM on Customer Purchase Intention. International Academic Research Journal of Social Science, Vol. 2(1), pp. 73-80. International Academic Research Journal of Social Science, 2(1), 73–80.
Noverita Wirayanthy1, S. S. U. K. D. W. (2019). Pengaruh Harga, Citra Merek Dan Kualitas Terhadap Minat Beli Produk Privat Lebel. BMC Research Notes, 10(1), 1–4.
Nugroho, A., & Burhani, I. (2019). Analisis Pengaruh Brand Equity Terhadap Purchase Intention Pada Produk Private Label Studi Kasus: Private Label Carrefour. Jurnal Akuntansi, 4(1), 899. https://doi.org/10.30736/jpensi.v4i1.216
Ongkowidjaja, Y., & Tjokrosaputro, M. (2020). Citra Merek dan Dukungan Selebriti Untuk Memprediksi Ekuitas Merek Berbasis Pelangganb Pengguna Shopee : Kredibilitas Merek Sebagai Variabel Mediase. DeReMa (Development of Research Management): Jurnal Manajemen, Vol. 15.
Santoso, B., & Aprillianto, B. (2019). The Needs and Readiness Analysis of Social Audit Implementation in Indonesia. Assets: Jurnal Akuntansi Dan Pendidikan, 8(1), 35. https://doi.org/10.25273/jap.v8i1.3399
Setiady, V., & Meliana, V. (2020). Pengaruh Brand Credibility dan Brand Attitude Terhadap Minat Beli Laptop Huawei. KALBISIANA
Shafira Puteri Yowanda, D. R. (2022). Analisis Pengaruh Kredibilitas Merek Terhadap Minat Beli Konsumen Dengan Harga Sebagai Variabel Mediasi Pada Maskapai Nam Air. 4(1), 109–115.
Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
Suki, N. M., Suki, N. M., & Azman, N. S. (2016). Impacts of Corporate Social Responsibility on the Links Between Green Marketing Awareness and Consumer Purchase Intentions. Procedia Economics and Finance, 37(16), 262–268. https://doi.org/10.1016/s2212-5671(16)30123-x
Syahbana, M. Y. (2022). Pengaruh Store Image dan Private Label Image serta Perceived Quality terhadap Purchase Intention Produk Private Label Indomaret di Kota Samarinda. Borneo Student Research (BSR), 3(2), 2034–2048.
Wahyuningtyas, P. (2016). Pengaruh brand prestige dan brand credibility terhadap purchase intention dengan brand knowledge sebagai pemoderasi brand credibility.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
