Brand Ambassador Dan E-Word Of Mouth Pengaruhnya Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian pada Marketplace Indonesia

Brahma Wahyu Kurniawan, Beny Mahyudi Saputra

Abstract


This study aims to find out about consumer satisfaction directly and indirectly in terms of the brand ambassador and e-word of mouth variables as well as purchasing decisions as a moderating variable. Using path analysis techniques and 125 people as respondents who have used online media (marketplace) to make transactions. The results obtained in this study are that there is no significant effect indirectly, but it has a significantly positive effect when viewed from the direct influence of each variable. Indicates that consumers who are respondents are not too concerned with many considerations in choosing and deciding and getting satisfaction. Readers can make references and evaluate this research on consumer characteristics and can apply the right application in choosing a strategy that is especially related to marketing, which can later become an effective and efficient means of business development.

Penelitian ini bertujuan untuk mengetahui tentang kepuasan konsumen secara langsung dan tidak langsung ditinjau dari variabel brand ambassador dan e-word of mouth serta keputusan pembelian sebagai variabel penghubung. Menggunakan teknik analisis jaliur (path) dan 125 orang sebagai reponden yang pernah menggunakan media secara online (marketplace) untuk melakukan transaksi. Hasil yang didapat penelitian ini adalah secara tidak langsung tidak ada pengaruh yang signifikan, tetapi berpengaruh secara signifikan positif jika dilihat dari pengaruh langsung masing-masing variabel. Menandakan bahwa konsumen yang menjadi reponden tidak terlalu mementingkan banyak pertimbangan dalam memilih dan memutuskan serta mendapatkan kepuasan. Pembaca dapat menjadikan refrensi dan menilai penelitian ini bagaimana karakteristik konsumen dan dapat menerapkan pengaplikasian yang tepat dalam pemilihan strategi yang khususnya berhubungan denga pemasaran, yang nantinya dapat menjadi sarana yang efektif dan efeisien dalam pengembangan usaha


Keywords


Brand Ambassador; E-Word of Mouth; Purchase Decision; Consumer Satisfaction; Marketplace

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DOI: http://dx.doi.org/10.37905/aksara.8.3.1967-1976.2022

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