PENGARUH ONLINE CUSTOMER REVIEW DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASING DECISION DENGAN BRAND IMAGE SEBAGAI VARIBEL INTERVENING PADA KONSUMEN LAZADA DI YOGYAKARTA

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh online customer review, dan electronic word of mouth terhadap purchasing decision dengan brand image sebagai variabel intervening pada konsumen Lazada di Yogyakarta. Penelitian ini menggunakan jenis penelitian kuantitatif, dengan teknik pengambilan sampel yang digunakan yaitu dengan metode purposive sampling. Sampel dalam penelitian sebanyak 102 responden masyarakat di Yogyakarta yang pernah melakukan transaksi pembelian di marketplace Lazada. Metode pengumpulan data menggunakan angket atau kuesioner yang dibagikan secara daring melalui google form. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, dan uji hipotesis melalui bantuan program SPSS versi 24. Hasil penelitian ini menunjukkan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap purchasing decision, online customer review berpengaruh positif dan signifikan terhadap purchasing decision, electronic word of mouth berpengaruh positif dan signifikan terhadap brand image, online customer review berpengaruh positif dan signifikan terhadap brand image, dan brand image berpengaruh negatif dan signifikan terhadap purchasing decision.

Kata Kunci: Online customer review, Electronic word of mouth, Brand image, Purchasing decision

Abstract

This study aims to determine the effect of online customer reviews, and electronic word of mouth on purchasing decisions with brand image as an intervening variable for Lazada consumers in Yogyakarta. This study uses a type of quantitative research, with the sampling technique used, namely the purposive sampling method. The sample in the study was 102 community respondents in Yogyakarta who had made purchase transactions in the Lazada marketplace. The data collection method uses a questionnaire distributed online via Google Forms. The data analysis technique uses data quality tests, classical assumption tests, and hypothesis testing through the help of the SPSS version 24 program. The results of this study indicate that electronic word of mouth has a positive and significant effect on purchasing decisions, online customer review has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on brand image, online customer review has a positive and significant effect on brand image, and brand image has a negative and significant effect on purchasing decision.

Keywords: Online customer review, Electronic word of mouth, Brand image, Purchasing decision