Pengaruh Electronic Word Of Mouth dan Brand Image terhadap Niat Beli Produk Smartphone Android ( Studi pada Masyarakat di Kecamatan Kabanjahe)

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh electronic word of mouth dan brand image terhahadap niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe).. Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen Smartphone Android masyarakat Kecamatan Kaban Jahe.. yang berjumlah 46 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 46 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel electronic word of mouth mempengaruhi niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe)... ; (2) secara parsial variabel brand image mempengaruhi niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe)... ; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel electronic word of mouth dan brand image terhadap niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe). The aim of this research is to determine and analyze the influence of electronic word of mouth and brand image on purchase intentions for Android Smartphone products (Case Study in the people of Kaban Jahe District). The research method used is exploratory research, where variables are measured using a Likert scale. Data collection methods were carried out by interviews, questionnaires and documentation studies. The population in this study were all Android smartphone consumers in the Kaban Jahe District community, totaling 46 people. Sampling was carried out using the saturated sampling method or better known as census. In this study the population was relatively small, namely 46 people. Data processing uses SPSS version 23 software, with descriptive analysis and multiple regression analysis hypothesis testing. The research results show that: (1) partially the electronic word of mouth variable influences the intention to purchase Android Smartphone products (Case Study in the people of Kaban Jahe District)...; (2) partially the brand image variable influences the intention to purchase Android Smartphone products (Case Study in the people of Kaban Jahe District)...; (3) simultaneously there is a positive and significant influence between electronic word of mouth and brand image variables on the intention to purchase Android Smartphone products (Case Study in the people of Kaban Jahe District).