Purchase Intention sebagai Konsekuensi dari Electronic Word of Mouth, Informasi Usefulness dan Information Adoption Hand and Body Lotion (Studi pada Prospek Hand and Body Lotion Marina di Kota Bandung)

Retno Ardilla Pertiwi; Yadi Ernawadi

doi:10.31539/costing.v7i4.8600

Retno Ardilla Pertiwi Universitas Jenderal Achmad Yani
Yadi Ernawadi Universitas Jenderal Achmad Yani

DOI: https://doi.org/10.31539/costing.v7i4.8600

Keywords: Electronic word of mouth, information quality, information quantity, information credibility, information usefulness, information adoption, purchase intention.

Abstract

Tujuan penelitian ini adalah menguji pengaruh electronic word of mouth terhadap purchase intention yang dimediasi oleh information usefulenss dan information adoption hand and body lotion Marina di Kota Bandung. Sebanyak 120 prospek hand and body lotion Marina berpartisipasi sebagai responden dalam penelitian ini. Metode cross-sectional atau one shot digunakan untuk mendapatkan data. Instrumen penelitian telah dinyatakan valid dan reliabel sehingga dapat digunakan untuk mengumpulkan data. Teknik analisis data yang digunakan adalah structural equation modelling (SEM) dengan menggunakan alat bantu SmartPLS versi 3.0. Dari empat belas hipotesis penelitian yang diusulkan, 10 diantaranya didukung oleh data empiris. Dengan hasil penelitian information quality, information quantity, dan information credibility berpengaruh baik secara langsung maupun tidak langsung terhadap purchase intention melalui information usefulness dan information adoption. Hasil penelitian ini diharapkan dapat memberikan manfaat bagi penelitian selanjutnya dan pihak manajerial objek yang dinilai atau industri skincare yang sejenis terkait perancangan strategi yang relevan dengan peningkatan kualitas atribut tersebut.

Kata Kunci: Electronic word of mouth, information quality, information quantity, information credibility, information usefulness, information adoption, purchase intention.

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