Peran Mediasi Citra Merek dan Persepsi Risiko pada Hubungan antara Electronic Word of Mouth (E-WOM) dan Minat Beli (Studi pada Konsumen Kosmetik E-Commerce di Solo Raya)

Zahra Noor Eriza

Abstract

Abstrak

Electronic word of mouth (E-WOM) banyak dimanfaatkan konsumen untuk menggali informasi mengenai suatu produk. Informasi yang diperoleh dari berbagai sumber di internet akan mempengaruhi persepsi konsumen terhadap citra merek, risiko dan mendorong minat beli konsumen. Penelitian ini menganalisis peran mediasi citra merek dan persepsi risiko pada hubungan E-WOM dan minat beli. Sampel penelitian ini terdiri dari 149 konsumen di Solo Raya yang telah melakukan pembelian kosmetik melalui e-commerce. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh positif terhadap minat beli dan citra merek. Pengujian regresi mediasi menyimpulkan bahwa citra merek memediasi secara parsial hubungan E-WOM dan minat beli. Hasil tersebut mengartikan bahwa aktivitas membaca ulasan produk di internet akan memberikan informasi mengenai manfaat dan keunggulan produk sehingga konsumen akan merasa yakin bahwa mereka memilih produk yang tepat dan mendorong minat beli konsumen. Sedangkan E-WOM berpengaruh negatif terhadap persepsi risiko namun tidak memediasi hubungan E-WOM dan minat beli.

 

Kata kunci : E-WOM, Minat Beli, Citra Merek, Persepsi Risiko.

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