DAMPAK BLOG INFLUENCER MELALUI E-WOM TERHADAP CITRA MEREK DAN MINAT PEMBELIAN
DOI:
https://doi.org/10.31539/costing.v7i6.13645Keywords:
Influencer Blogger, E-WOM (Electronic Word of Mouth), Citra Merek, Niat PembelianAbstract
Penelitian ini mengkaji bagaimana e-WOM yang digunakan oleh blog influencer dapat memengaruhi konsumen terhadap presepsinya citra merek produk dan berdampak pada niat pembelian. Tujuan dari penelitian ini adalah untuk menganalisis dampak blog influencer terhadap (e-WOM) terhadap brand image dan purchase intention. Studi ini menggunakan studi kasus akun Instagram @solo.foodie yang merupakan blog influencer di bidang kuliner dengan pengikut mencapai 200 ribu. Metode penelitian yang digunakan adalah metode survey dengan pendekatan kuantitatif kepada 177 responden yang dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert, dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Variabel utama dalam penelitian ini adalah blog influencer, e-WOM, brand image, dan purchase intention, yang diukur berdasarkan indikator-indikator tertentu. Hasil penelitian menunjukkan bahwa blog influencer berpengaruh signifikan terhadap e-WOM, brand image, dan purchase intention. Selain itu, e-WOM terbukti berpengaruh positif terhadap brand image dan purchase intention, serta menjadi mediator yang kuat dalam hubungan antara blog influencer dengan variabel-variabel tersebut. Temuan ini menegaskan pentingnya peran blog influencer dan e-WOM dalam membangun citra merek yang positif dan meningkatkan minat beli konsumen. Penelitian ini memberikan kontribusi praktis bagi pelaku bisnis dalam memanfaatkan blog influencer dan e-WOM sebagai strategi pemasaran di media sosial, khususnya dalam meningkatkan daya tarik konsumen dan penjualan produk
References
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Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Alim, S. (2024). Digital PR: Dasar-dasar Strategi Komunikasi di Era Digital. Global Interactive Media. https://www.researchgate.net/publication/382868101
Alisic, M., Netterström, O., & Tropp, A. (2015). The Influence of Online Social Ties on Consumers’ Purchase Intentions: eWOM in the Case of Swedish Blog Readers Title: The Influence of Online Social Ties on Consumers’ Purchase Intentions: eWOM in the Case of Swedish Blog Readers.
Alkhawaldeh, A. M., Al-Salaymeh, M., Alshare, F., Mohammad Eneizan, B., & Professor, A. (2017). The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment. European Journal of Business and Management, 9(36), 39–42. https://ssrn.com/abstract=3097398
Alsaleh, D. (2017). Understanding the Role of Blogger Recommendations on Consumer Purchasing Behavior. 17(1), 23–40. http:www.uvu.edu/woodbury/jbi/articles/
Apriastuti, N. M. D., Anggraini, N. P. N., & Ribek, P. K. (2022). Pengaruh Brand Awareness dan Electronic Word of Mouth (EWOM) Terhadap Keputusan Pembelian di Situs Berbelanja Online Shopee di Kota Surakarta. Jurnal Emas, 3(10), 71–80.
Arta, I. G. S., & Yasa, N. N. K. (2019). The Role of Purchase Intention on Mediating the Relationship of E-WOM and E-WOM Credibility to Purchase Decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33–39. https://doi.org/10.18551/rjoas.2019-02.06
Aurumajeda, T., Mustikasari, D., Faizal, F. A., Hidayat, N., Studi, P., Komunikasi Visual, D., Tinggi, S., & Bandung, T. (2023). Analisis Konten Visual Post Instagram Schoters Dalam Membentuk Customer Engagement. Jurnal Karya Tulis, Rupa, Eksperimental dan Inovatif, 05(2), 52–64.
Chakraborty, U., & Bhat, S. (2018). Credibility of online reviews and its impact on brand image. Management Research Review, 41(1), 148–164. https://doi.org/10.1108/MRR-06-2017-0173
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Dharma, B., Sari, L. P., Pulungan, Z. G., William, J., Ps, I. V, Estate, M., Percut, K., & Tuan, S. (2022). Pengaruh Media Sosial Terhadap Keberhasilan Usaha. Jurnal Penelitian Ekonomi Manajemen dan Bisnis (JEKOMBIS), 1(4), 216–225.
Fitri, N. (2024). Pengaruh Influencer dan E-Wom terhadap Minat Beli Konsumen pada Produk N’pure di Tangerang Selatan dengan Brand Trust Sebagai Variabel Intervening. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, 1(1), 305–320. https://doi.org/10.61132/prosemnasimkb.v1i1.24
Haikal, R., & Dyah Handayani, S. (2021). Pengaruh eWOM Terhadap Brand Image dan Brand Trust Serta DAampaknya Terhadap Purchase Intention (Empirical Study on MI Fans Yogyakarta Community). Jurnal Bisnis Teori dan Implementasi, 2085–7721.
Hair, J., Hult, T., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R AAWorkbook. http://www.
Hartini, S., & Hanafi, A. N. (2021). Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(2), 211. https://doi.org/10.30588/jmp.v10i2.704
Julita. (2022). Pengaruh Food Blogger Instagram Pada Minat Berwisata Kuliner Geneasi Milenial. Journal of Tourism Destination and Attraction, 10(1), 2685–6026.
Khalisa, N., Lubis, P. H., & Utami, S. (2021). The Effect of The E-WOM Dimensions of The Instagram Account “Kulineratjeh” in Banda Aceh City on Buying Intention With Brand Image As a Moderating Variable. International Journal of Business Management and Economic Review, 04(04), 116–127. https://doi.org/10.35409/ijbmer.2021.3287
Kristina, E. (2021). Pengaruh Electronic Word of Mouth (E-WOM) Terhadap Purchase Intention Dengan Vividness Sebagai Variabel Mediasi Pada Halodoc.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Megasari Manik, C., & Siregar, O. M. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan. Journal of Social Research, 1(7), 694–707. https://doi.org/10.55324/josr.v1i7.134
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Nurasmi, & Andriana, A. N. (2024). Pengaruh Peran Beauty Vlogger, Electronic Word Of Mouth (E-Wom), Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Skintific Di Samarinda. Management Studies and Entrepreneurship Journal, 5(2), 4901–4920. http://journal.yrpipku.com/index.php/msej
Nurliyanti, N., Anestesia Arnis Susanti, & Baruna Hadibrata. (2022). Pengaruh Harga, Promosi Dan Brand Image Terhadap Keputusan Pembelian (Literature Review Strategi Marketing Manajement). Jurnal Ilmu Hukum, Humaniora dan Politik, 2(2), 224–232. https://doi.org/10.38035/jihhp.v2i2.982
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Pantouw, D. T. V., & Kurnia. (2022). Pengaruh Influencer Media Sosial Terhadap Brand Image Erigo. Inter Script: Journal of Creative Communication |, 4(2), 68–77.
Rahman, S. A., Qolbiyah, & Sileuw, S. (2024). Peran Influencer Dalam Proses Electornic Word Of Mouth (E-Wom) Dalam Meningkatan Brand Image. Jurnal Inovasi Ekonomi Syariah dan Akuntansi, 1(4), 128–138. https://doi.org/10.61132/jiesa.v1i4.290
Serra-Cantallops, A., Ramón Cardona, J., & Salvi, F. (2020). Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management, 32(11), 3457–3477. https://doi.org/10.1108/IJCHM-02-2020-0113
Shrivastava, A., & Jain, R. (2022). Social Media Influencer and Corporate Brand Reputation—An Experimental Study. Global Business Review, 1–12. https://doi.org/10.1177/09721509221120077
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount. European Journal of Business and Management Research, 7(2), 139–148. https://doi.org/10.24018/ejbmr.2022.7.2.1340
Suryasuciramdhan, A., Zulfikar, M., & Gusliani, A. (2024). Peran Media Sosial Dalam Membangun Brand Image Produk Wardah. Bussman Journal: Indonesian Journal of Business and Management, 4(1). https://doi.org/10.53363/buss
Valentino Pentury, L., Sugianto, M., Remiasa, M., Manajemen Perhotelan, P., Studi Manajemen, P., & Ekonomi, F. (2019). Purchase Intention Pada Hotel Bintang Tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-36
Valerio, C., William, L., & Noémier, Q. (2019). The Impact of Social Media on E-Commerce Decision Making Process. International Journal of Technology for Business, 1(1), 1–9. https://doi.org/10.5281/zenodo.2591569
Agustianti, R., Nussifera, L., Angelianawati, L., Meliana, I., Alfiani Sidik, E., Nurlaila, Q., Simarmata, N., Sophan Himawan, I., Pawan, E., Ikhram, F., Dwi Andriani, A., & Rai Hardika Editor Ni Putu Gatriyani Nanny Mayasari, I. (2022). Metode Penelitian Kuantitatif dan Kualitatif. https://toharmedia.co.id
Ahmad, M., Tumbel, T. M., Program, J. A. F. K., Ilmu, S., & Bisnis, A. (2020). Pengaruh Citra Merek Terhadap Minat Beli Produk Oriflame Di Kota Manado. Jurnal Administrasi Bisnis, 10(1), 25–30. http://www.topbrand-award.com
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Alim, S. (2024). Digital PR: Dasar-dasar Strategi Komunikasi di Era Digital. Global Interactive Media. https://www.researchgate.net/publication/382868101
Alisic, M., Netterström, O., & Tropp, A. (2015). The Influence of Online Social Ties on Consumers’ Purchase Intentions: eWOM in the Case of Swedish Blog Readers Title: The Influence of Online Social Ties on Consumers’ Purchase Intentions: eWOM in the Case of Swedish Blog Readers.
Alkhawaldeh, A. M., Al-Salaymeh, M., Alshare, F., Mohammad Eneizan, B., & Professor, A. (2017). The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment. European Journal of Business and Management, 9(36), 39–42. https://ssrn.com/abstract=3097398
Alsaleh, D. (2017). Understanding the Role of Blogger Recommendations on Consumer Purchasing Behavior. 17(1), 23–40. http:www.uvu.edu/woodbury/jbi/articles/
Apriastuti, N. M. D., Anggraini, N. P. N., & Ribek, P. K. (2022). Pengaruh Brand Awareness dan Electronic Word of Mouth (EWOM) Terhadap Keputusan Pembelian di Situs Berbelanja Online Shopee di Kota Surakarta. Jurnal Emas, 3(10), 71–80.
Arta, I. G. S., & Yasa, N. N. K. (2019). The Role of Purchase Intention on Mediating the Relationship of E-WOM and E-WOM Credibility to Purchase Decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33–39. https://doi.org/10.18551/rjoas.2019-02.06
Aurumajeda, T., Mustikasari, D., Faizal, F. A., Hidayat, N., Studi, P., Komunikasi Visual, D., Tinggi, S., & Bandung, T. (2023). Analisis Konten Visual Post Instagram Schoters Dalam Membentuk Customer Engagement. Jurnal Karya Tulis, Rupa, Eksperimental dan Inovatif, 05(2), 52–64.
Chakraborty, U., & Bhat, S. (2018). Credibility of online reviews and its impact on brand image. Management Research Review, 41(1), 148–164. https://doi.org/10.1108/MRR-06-2017-0173
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Dharma, B., Sari, L. P., Pulungan, Z. G., William, J., Ps, I. V, Estate, M., Percut, K., & Tuan, S. (2022). Pengaruh Media Sosial Terhadap Keberhasilan Usaha. Jurnal Penelitian Ekonomi Manajemen dan Bisnis (JEKOMBIS), 1(4), 216–225.
Fitri, N. (2024). Pengaruh Influencer dan E-Wom terhadap Minat Beli Konsumen pada Produk N’pure di Tangerang Selatan dengan Brand Trust Sebagai Variabel Intervening. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, 1(1), 305–320. https://doi.org/10.61132/prosemnasimkb.v1i1.24
Haikal, R., & Dyah Handayani, S. (2021). Pengaruh eWOM Terhadap Brand Image dan Brand Trust Serta DAampaknya Terhadap Purchase Intention (Empirical Study on MI Fans Yogyakarta Community). Jurnal Bisnis Teori dan Implementasi, 2085–7721.
Hair, J., Hult, T., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R AAWorkbook. http://www.
Hartini, S., & Hanafi, A. N. (2021). Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(2), 211. https://doi.org/10.30588/jmp.v10i2.704
Julita. (2022). Pengaruh Food Blogger Instagram Pada Minat Berwisata Kuliner Geneasi Milenial. Journal of Tourism Destination and Attraction, 10(1), 2685–6026.
Khalisa, N., Lubis, P. H., & Utami, S. (2021). The Effect of The E-WOM Dimensions of The Instagram Account “Kulineratjeh” in Banda Aceh City on Buying Intention With Brand Image As a Moderating Variable. International Journal of Business Management and Economic Review, 04(04), 116–127. https://doi.org/10.35409/ijbmer.2021.3287
Kristina, E. (2021). Pengaruh Electronic Word of Mouth (E-WOM) Terhadap Purchase Intention Dengan Vividness Sebagai Variabel Mediasi Pada Halodoc.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Megasari Manik, C., & Siregar, O. M. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan. Journal of Social Research, 1(7), 694–707. https://doi.org/10.55324/josr.v1i7.134
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Nurasmi, & Andriana, A. N. (2024). Pengaruh Peran Beauty Vlogger, Electronic Word Of Mouth (E-Wom), Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Skintific Di Samarinda. Management Studies and Entrepreneurship Journal, 5(2), 4901–4920. http://journal.yrpipku.com/index.php/msej
Nurliyanti, N., Anestesia Arnis Susanti, & Baruna Hadibrata. (2022). Pengaruh Harga, Promosi Dan Brand Image Terhadap Keputusan Pembelian (Literature Review Strategi Marketing Manajement). Jurnal Ilmu Hukum, Humaniora dan Politik, 2(2), 224–232. https://doi.org/10.38035/jihhp.v2i2.982
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Pantouw, D. T. V., & Kurnia. (2022). Pengaruh Influencer Media Sosial Terhadap Brand Image Erigo. Inter Script: Journal of Creative Communication |, 4(2), 68–77.
Rahman, S. A., Qolbiyah, & Sileuw, S. (2024). Peran Influencer Dalam Proses Electornic Word Of Mouth (E-Wom) Dalam Meningkatan Brand Image. Jurnal Inovasi Ekonomi Syariah dan Akuntansi, 1(4), 128–138. https://doi.org/10.61132/jiesa.v1i4.290
Serra-Cantallops, A., Ramón Cardona, J., & Salvi, F. (2020). Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management, 32(11), 3457–3477. https://doi.org/10.1108/IJCHM-02-2020-0113
Shrivastava, A., & Jain, R. (2022). Social Media Influencer and Corporate Brand Reputation—An Experimental Study. Global Business Review, 1–12. https://doi.org/10.1177/09721509221120077
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount. European Journal of Business and Management Research, 7(2), 139–148. https://doi.org/10.24018/ejbmr.2022.7.2.1340
Suryasuciramdhan, A., Zulfikar, M., & Gusliani, A. (2024). Peran Media Sosial Dalam Membangun Brand Image Produk Wardah. Bussman Journal: Indonesian Journal of Business and Management, 4(1). https://doi.org/10.53363/buss
Valentino Pentury, L., Sugianto, M., Remiasa, M., Manajemen Perhotelan, P., Studi Manajemen, P., & Ekonomi, F. (2019). Purchase Intention Pada Hotel Bintang Tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-36
Valerio, C., William, L., & Noémier, Q. (2019). The Impact of Social Media on E-Commerce Decision Making Process. International Journal of Technology for Business, 1(1), 1–9. https://doi.org/10.5281/zenodo.2591569
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2024-12-15
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