DAMPAK ELECTRONIC WORD OF MOUTH TERHADAP MINAT PEMBELIAN MAKANAN MENGGUNAKAN GO-FOOD DENGAN KEPERCAYAAN MEREK SEBAGAI FAKTOR MEDIASI

Authors

  • Sani Zahrotul Aen Universitas STEKOM
  • Risma Nurhapsari STIE STEKOM

DOI:

https://doi.org/10.51903/jurnalmahasiswa.v6i2.780

Keywords:

ELECTRONIC WORD OF MOUTH, MINAT BELI, KEPERCAYAAN MEREK

Abstract

This research was conducted with the aim of determining the impact of Electronic Word of Mouth on demand for food purchases using Go-Food with brand trust as an intervening variable. The sample in this study was 100 respondents obtained through a sampling technique using the simple random sampling method. The data collection method uses a questionnaire which is announced to respondents after which the data results are processed using SEM (Structural Equation Modeling) which is used in the SmartPLS V.4 analysis test. The results of this study show that the impact of electronic word of mouth has a positive effect on purchase intention, while brand trust has no effect on electronic word of mouth and interest in purchasing food using Go-Food among Uin Walisongo Semarang students.

Author Biography

  • Risma Nurhapsari, STIE STEKOM

    This research was conducted with the aim of determining the impact of Electronic Word of Mouth on demand for food purchases using Go-Food with brand trust as an intervening variable. The sample in this study was 100 respondents obtained through a sampling technique using the simple random sampling method. The data collection method uses a questionnaire which is announced to respondents after which the data results are processed using SEM (Structural Equation Modeling) which is used in the SmartPLS V.4 analysis test. The results of this study show that the impact of electronic word of mouth has a positive effect on purchase intention, while brand trust has no effect on electronic word of mouth and interest in purchasing food using Go-Food among Uin Walisongo Semarang students.

References

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Andrian Wahyu L & Dr. Nanang S, SE., MM. 2020. “Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang.” Holistic Journal of Management Research 3 (1): 8–16. https://doi.org/10.33019/hjmr.v3i1.1804.
Arya Pering, I Made Anom. 2020. “Kajian Analisis Jalur Dengan Structural Equation Modeling (Sem) Smart-Pls 3.0.” Jurnal Ilmiah Satyagraha 3 (2): 28–48. https://doi.org/10.47532/jis.v3i2.177.
Dionisio Damara. 2019. “No Title.” Advertisement, 2019. https://ekonomi.bisnis.com/read/20191006/12/1155842/mitra-meningkat-dominasi-gofood-kian-kuat.
Gst. Ayu A. L, dkk. 2022. “Pengaruh Iklan Media Sosial Instagram (Instagram Advertisement) Dan Electronic Word of Mouth (Ewom)Terhadap Minat Beli Di Ayrin Moms & Baby Care.” Journal of Applied Management Studies 3 (2): 149–59. https://doi.org/10.51713/jamms.v3i2.51.
Iman Prayoga, and M. Rachman Mulyandi. 2020. “Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee.” Jurnal Syntax Transformation 1 (5): 136–40. https://doi.org/10.46799/jst.v1i5.60.
Khasanah et al. 2021. “Analisis Citra Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Loyalitas Merek.” Prosiding Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi 2: 394–411.
Maidiana, Maidiana. 2021. “Penelitian Survey.” ALACRITY : Journal of Education 1 (2): 20–29. https://doi.org/10.52121/alacrity.v1i2.23.
Nasution, Leni Masnidar. 2017. “Statistik Deskriptif.” Journal of the American Chemical Society 14. https://doi.org/10.1021/ja01626a006.
Nawangsari, Sri, and Sarah Nabila Iswah. 2019. “Pengaruh Teknologi Informasi, Persepsi Manfaat, Persepsi Kemudahan, Dan Fitur Layanan Terhadap Kepuasan Nasabah Serta Implikasinya Pada Minat Ulang Penggunaan Aplikasi Jenius Bank BTPN.” Seminar Nasional APTIKOM (SEMNASTIK), 144–51. http://publikasi.dinus.ac.id/index.php/semnastik/article/view/2777.
Purwiyanto, Didik, and F X Adi Purwanto. 2020. “Brand Awareness Sebagai Variabel Pemediasi Pengaruh Internet MarketingTerhadap Keputusan Pembelian. (Studi Kasus Mahasiswa Diploma Pelayaran Pada Pembelian Tiket Online Di PT PELNI).” Jiabi 4 (2): 177–97.
Rahma Nurvidiana et al. 2017. “Pengaruh Word of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian.” Jurnal Administrasi Bisnis (JAB) 53 (2): 11–18.
Siregar, Lisma Yana, and Muhammad Irwan Padli Nasution. 2020. “Perkembangan Teknologi Informasi Terhadap Peningkatan Bisnis Online.” HIRARKI Jurnal Ilmiah Manajemen Dan Bisnis (HJIMB) 02 (01): 71–75. http://journal.upp.ac.id/index.php/Hirarki%0APERKEMBANGAN.
Umar, Nugrah Juniar, and Mariani Akhfar. 2021. “Pengaruh Rating Terhadap Minat Beli Online Customer Pada Layanan Go-Food Melalui Aplikasi Gojek.” KAREBA Jurnal Ilmu Komunikasi 10 (1): 1–8.
Ambarwati, M. 2015. “Pengaruh Citra Merek Terhadap Minat Beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya 25 (1): 86141. http://www.topbrand-award.com/top-brand-.
Andrian Wahyu L & Dr. Nanang S, SE., MM. 2020. “Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang.” Holistic Journal of Management Research 3 (1): 8–16. https://doi.org/10.33019/hjmr.v3i1.1804.
Arya Pering, I Made Anom. 2020. “Kajian Analisis Jalur Dengan Structural Equation Modeling (Sem) Smart-Pls 3.0.” Jurnal Ilmiah Satyagraha 3 (2): 28–48. https://doi.org/10.47532/jis.v3i2.177.
Dionisio Damara. 2019. “No Title.” Advertisement, 2019. https://ekonomi.bisnis.com/read/20191006/12/1155842/mitra-meningkat-dominasi-gofood-kian-kuat.
Gst. Ayu A. L, dkk. 2022. “Pengaruh Iklan Media Sosial Instagram (Instagram Advertisement) Dan Electronic Word of Mouth (Ewom)Terhadap Minat Beli Di Ayrin Moms & Baby Care.” Journal of Applied Management Studies 3 (2): 149–59. https://doi.org/10.51713/jamms.v3i2.51.
Iman Prayoga, and M. Rachman Mulyandi. 2020. “Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee.” Jurnal Syntax Transformation 1 (5): 136–40. https://doi.org/10.46799/jst.v1i5.60.
Khasanah et al. 2021. “Analisis Citra Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Loyalitas Merek.” Prosiding Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi 2: 394–411.
Maidiana, Maidiana. 2021. “Penelitian Survey.” ALACRITY : Journal of Education 1 (2): 20–29. https://doi.org/10.52121/alacrity.v1i2.23.
Nasution, Leni Masnidar. 2017. “Statistik Deskriptif.” Journal of the American Chemical Society 14. https://doi.org/10.1021/ja01626a006.
Nawangsari, Sri, and Sarah Nabila Iswah. 2019. “Pengaruh Teknologi Informasi, Persepsi Manfaat, Persepsi Kemudahan, Dan Fitur Layanan Terhadap Kepuasan Nasabah Serta Implikasinya Pada Minat Ulang Penggunaan Aplikasi Jenius Bank BTPN.” Seminar Nasional APTIKOM (SEMNASTIK), 144–51. http://publikasi.dinus.ac.id/index.php/semnastik/article/view/2777.
Purwiyanto, Didik, and F X Adi Purwanto. 2020. “Brand Awareness Sebagai Variabel Pemediasi Pengaruh Internet MarketingTerhadap Keputusan Pembelian. (Studi Kasus Mahasiswa Diploma Pelayaran Pada Pembelian Tiket Online Di PT PELNI).” Jiabi 4 (2): 177–97.
Rahma Nurvidiana et al. 2017. “Pengaruh Word of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian.” Jurnal Administrasi Bisnis (JAB) 53 (2): 11–18.
Siregar, Lisma Yana, and Muhammad Irwan Padli Nasution. 2020. “Perkembangan Teknologi Informasi Terhadap Peningkatan Bisnis Online.” HIRARKI Jurnal Ilmiah Manajemen Dan Bisnis (HJIMB) 02 (01): 71–75. http://journal.upp.ac.id/index.php/Hirarki%0APERKEMBANGAN.
Umar, Nugrah Juniar, and Mariani Akhfar. 2021. “Pengaruh Rating Terhadap Minat Beli Online Customer Pada Layanan Go-Food Melalui Aplikasi Gojek.” KAREBA Jurnal Ilmu Komunikasi 10 (1): 1–8.

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Published

2024-10-07

Issue

Vol. 6 No. 2 (2024): Juni: Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa

Section

Articles

How to Cite

DAMPAK ELECTRONIC WORD OF MOUTH TERHADAP MINAT PEMBELIAN MAKANAN MENGGUNAKAN GO-FOOD DENGAN KEPERCAYAAN MEREK SEBAGAI FAKTOR MEDIASI. (2024). Jurnal Mahasiswa: Jurnal Ilmiah Penalaran Dan Penelitian Mahasiswa, 6(2), 91-103. https://doi.org/10.51903/jurnalmahasiswa.v6i2.780