The Effect of Online Review on Consumer’s attitude and Purchase Intention towards automotive products
Abstract
This study was conducted to examine the effect of online reviews on consumer attitudes and buying interest in automotive products by adopting research by Sudirman (2018). Sudirman’s research examines the influence of online YouTube reviews about Toyota Rush on consumers buying interest mediated by consumer attitudes.
The main construct of this study is electronic word of mouth variables in the form of online reviews of automotive products and consumers attitudes and buying interest. The objective of this research are: Firstly, whether there is a positive influence from electronic word of mouth (e-WOM) in the form of online reviews on social media platform: YouTube, Facebook and WhatsApp on consumer attitudes towards automotive products. Secondly, whether there is a positive influence of consumer attitudes towards automotive products on buying interest in automotive products. And the thirdly, whether there is a positive influence of electronic word of mouth in the form of online reviews on social media platform: YouTube, Facebook and WhatsApp on consumer buying interest in automotive products.
To find out whether the goal is proven or not, hypothesis is used then tested empirically using regression with the help of SPSS Program.
The result show that it is proven that there is a positive influence of e-WOM on consumer attitudes towards automotive products. This research also proves that there is a positive influence of consumer attitudes towards automotive products on the purchase intention of automotive products. This research does not prove that there is a positive effect of e-WOM on consumer interest in buying automotive products, but proves that the influence of e-WOM on buying interest in automotive products mediated by the variable of consumer attitudes towards automotive products.
Keywords
Full Text:
PDFReferences
Adiyanto, M. W., Nugroho, C. 2018. Pengaruh Terpaan Tayangan Review Otomotif di Youtube terhadap Pemenuhan Kebutuhan Informasi Otomotif. E-Proceeding of Management. Vol 5 (1): pp 1481-1493
Ahmad, N., Jolita V., Ahmed, R.R. 2014. Impact of Word of Mouth on Consumer Buying Decision. European Journal Of Business and Management. Vol. 6 (31): pp 394-403
Al Halbusi, H., Tehseen, S. 2018. The effect of Electronic Word of Mouth (EWOM) on Brand Image and Purchase Intention: A Conceptual Paper. Socioeconomic Challenges. Vol. 2 (3): pp 83-94
Almana, A. M., Abdulrahman, A. M. 2013. The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Application, Vol. 82 (Nov): pp 23-31
Asosiasi Penyelenggara Jasa Internet Indonesia (2017). Dokumen Hasil survey Infografis Penetrasi dan Pengguna Internet Indonesia.
Aslam, S., Ehtisham, J., Zaman, K. Gondal, S. 2011. Effect of Word of Mouth on Consumer Buying Behavior. Mediterranean Journal of Social Sciences. Vol. 2 (3): pp 497-507
Assael, H. 1998. Consumer Behavior and Marketing Action 6th Edition, NY: South-Western College Publishing
Cheung, C. M. K., Matthew, K.O. L., Thadani, D.R. 2009. The Impact of Positive Electronic Word of Mouth on Consumer Online Purchasing Decision. LNAI 5736: pp 501-510
Cooper, D. R. and Schindler, P. 1997. Metode Penelitian Bisnis. ed. 5, Jakarta: Penerbit Erlangga
Farki, A., Imam, B., Wibawa, B.M. 2016. Pengaruh Online Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS. Vol 5 (2): pp A614-A619
Ghozali, M. 2005. Aplikasi Analisis Multivariate Statistik dengan Program SPSS, ed. 3, Semarang: Badan Penerbitan Universitas Diponegoro
Hair, J. R., R. E. Anderson, R. L. Tatham, W. C. Black. 1998. Multivariate Data Analysis, 5th ed. Upper Saddle River, NJ: Prentice-Hall, Inc.
Hennig-Thurau, T., Kevin, P.G., Walsh, G., Gremler, D.D. 2004. Electonic Word of Mouth via Consumer-Opinion Platform: What Motives Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing. Vol. 18 (1): pp 38-52
Jogiyanto, H. M. 2006. Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-Pengalaman. Yogyakarta: BPFE
Mufrod. (2019) Produksi Komponen Mobil di Indonesia Mulai Punya Daya Saing. Diakses dari http://news.okezone.com tanggal 16 Juni 2019 pukul 10.53 WIB
Murtiasih, S., Sucherly., Siringoringo, H. 2013. How Word of Mouth Influence Brand Equity for Automotive Product in Indonesia. Procedia Social and Behavioral Sciences. 81: pp 40-44
Nugroho, S.A., 2019. Hasil Penjualan Mobil 2018, Masih Milik Toyota. Diakses dari http://otomotif.kompas.com tanggal 16 Juni 2019 pukul 11.01 WIB
Panduwinata, S. Pengaruh Electronic Word of Mouth pada Citra Merek dan Minat beli Konsumen pada Mobil Toyota. Electronic Theses and Dissertation Gadjah Mada University. Tidak Dipublikasikan.
Purnama, R. 2017. Internet Pengaruhi 70 Persen Konsumen dalam Membeli Mobil. CNN Indonesia. Diakses dari http://m.cnnindonesia.com tanggal 15 Juni 2019 pukul 15.30 WIB.
Ravel, S. 2019. Penjualan Motor 2018 Tembus 6.3 Juta unit. Diakses dari http://otomotif.kompas.com tanggal 16 Juni 2019 pukul 10.59 WIB
Sudirman, M. N. Pengaruh Online Review Youtube Terhadap Minat Beli Mobil Toyota Rush 2018 dengan dimensi Sikap Konsumen. E-journal
Schiffman, L., Lesli, L.K. 2000. Consumer Behavior 7th Edition, NJ: Prentice-Hall, Upper Saddle River
DOI: https://doi.org/10.35314/inovbiz.v10i2.2425
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Tri Wahyuarini, Evi Sofiana, Syarifah Novieyana
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This Journal has been listed and indexed in :
Copyright of Jurnal Inovasi Bisnis (p-ISSN : 2338-4840, e-ISSN : 2614-6983)
Inovbiz: Jurnal Inovasi Bisnis is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri BengkalisÂ
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711Â
E-mail: inovbiz@polbeng.ac.id