PENGARUH USER GENERATED CONTENT DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE DI PONTIANAK DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING
Abstract
PENGARUH USER GENERATED CONTENT DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE
DI PONTIANAK DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING
Oleh:
Nadia Revanti
B1021211059
Program Studi Manajemen
Fakultas Ekonomi dan Bisnis
Universitas Tanjungpura
ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh User Generated Content (UGC) dan Online Customer Review (OCR) terhadap keputusan pembelian produk iPhone di Pontianak, dengan Brand Trust sebagai variabel intervening. Dalam era digital saat ini, UGC dan OCR menjadi sumber informasi penting bagi konsumen sebelum melakukan keputusan pembelian, terutama untuk produk premium seperti iPhone. Brand Trust dianggap sebagai faktor penting yang dapat memediasi hubungan antara UGC, OCR, dan keputusan pembelian. Metode penelitian yang digunakan adalah kuantitatif, dengan pengumpulan data melalui kuesioner yang disebarkan kepada 209 pengguna iPhone di Pontianak. Data yang terkumpul dianalisis menggunakan metode SEM melalui aplikasi AMOS. Hasil penelitian menunjukkan bahwa UGC dan OCR memiliki pengaruh signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui Brand Trust. Dengan demikian, Brand Trust memperkuat pengaruh positif UGC dan OCR terhadap keputusan pembelian iPhone di Pontianak.
Kata Kunci:
User Generated Content, Online Customer Review, Brand Trust dan Keputusan Pembelian
DAFTAR PUSTAKA
Abarna, K., Vijayalakshmi, V., & Andal, V. (2023). Impact of Risk and Trust on The Purchase Decision of Online Shopping Customers- a Study With Reference to Chennai City. International Journal of Professional Business Review.
Abedin, E., Mendoza, A., & Karunasekera, S. (2021). Exploring the Moderating Role of Readers"™ Perspective in Evaluations of Online Consumer Reviews. Theoritical and Applied Electronic Commerce Rsearch, 3406-3424. doi: https://doi.org/10.3390/jtaer16070184
Agustina, D. E., & Mahendri, W. (2023). Pengaruh User Generated Content dan Electronic Word of Mouth terhadap Brand Trust Produk Kosmetik Hanasui Pada Aplikasi Tiktok. Jurnal Bisnis Mahasiswa, III(4). doi: https://doi.org/10.60036/jbm.v3i4.art7
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers"™ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Theoritical and Applied Electronic Commerce Research, 1060-1078. doi: https://doi.org/10.3390/jtaer19020055
Airho, S. A., Ghafur, A., & Azizah, L. (2022). Pengaruh Customer Delight, Customer Loyalty, dan Customer Satisfaction Terhadap Keputusan Pembelian pada Produk Perhiasan Emas di Toko Naga Akbar Semampir. Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, IX(1), 613-629. doi: https://www.doi.org/10.30651/jms.v9i1.22131
AJ Marketing. (2024). Retrieved from Top 20 Indonesian Tech Influencers on YouTube in 2024: https://www.ajmarketing.io/post/top-20-indonesian-tech-influencers-youtube
Alena, V. N., & Hasanah, Y. N. (2023). Analysis of Online Customer Review on Purchase Decisions with Customer Trust as Intervening. Jurnal Manajemen dan Bisnis.
Almana, A. M., & Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers"™ Purchasing Decisions. International Journal of Computer Applications, LXXXII(9), 23-31. doi: https://doi.org/10.5120/14145-2286
Amalo, P. A., Niha, S. S., Manafe, H. A., & Paridy, A. (2023). Pengaruh Media Sosial, Celebrity Endorser, Brand Image, terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening. JEMSI : Jurnal Ekonomi Manajemen Sistem Informasi, IV(6), 944-957. doi: https://doi.org/10.31933/jemsi.v4i6
Anaya-Sanchez, R., Illescas, R. A., & Molinillo, S. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing, 177-191. doi: http://dx.doi.org/10.1108/SJME-01-2020-0004
Angelyn, & Kodrat, D. S. (2021). The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. International Journal of Review Management Business and Entrepreneurship (RMBE), I(1), 16-24. doi: https://doi.org/10.37715/rmbe.v1i1.1946.g1548
Anisa, D. K., & Marlena, N. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok. Jurnal Sinar Manajemen, 207-218.
App Developer Magazine. (2024, September 16). Apple iPhone sales declining. Retrieved from https://appdevelopermagazine-com.translate.goog/apple-iphone-sales-declining/?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=sge#:~:text=Setelah%20memimpin%20pasar%20ponsel%20pintar,penting%20dari%20tahun%2Dtahun%20sebelumnya
Apple.com. (2024, Mei 2). Apple reports second quarter results. Retrieved from https://www.apple.com/newsroom/2024/05/apple-reports-second-quarter-results/
Apriliani, H. N., & Setyawati, H. A. (2023). Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Keputusan Pembelian Produk Moisturizer Skintific (Studi pada Masyarakat Kabupaten Kebumen). JIMMBA : Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, V(3), 247-258. Retrieved from https://jurnal.universitasputrabangsa.ac.id/index.php/jimmba/article/download/448/248
Arfah, Y. (2022). Keputusan Pembelian Produk. PT Inovasi Pratama Internasional.
Backlingko.com. (2024, September 9). iPhone Users and Sales Stats. Retrieved from https://backlinko.com/iphone-users
Bae, B. R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 2412-2430. doi:https://doi.org/10.1108/APJML-03-2022-0203
Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. Journal SAGE.
Brilliany, E., & Nomleni, A. P. (2022). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek terhadap Minat Beli Konsumen Produk Scarlett. Jurnal Riset Manajemen dan Akuntansi, II(1), 72-77. Retrieved from https://ejurnal.politeknikpratama.ac.id/index.php/jurima/article/view/153/121
Bruno, T., Etenzi, E., Gualandi, L., Katra, E., Pugliese, R., Taranto, A., & Tiezzi, F. (2024). A blockchain-based platform for incentivizing customer reviews in the grocery industry. Research and Applications. doi:https://doi.org/10.1016/j.bcra.2024.100226
Budhi, S. (2021). Pengaruh Promosi, Kualitas Pelanggan, Citra Merek, dan Brand Trust terhadap Loyalitas Pelanggan (Studi Kasus Pada Pengguna Go-Jek di Rawamangun. Skripsi Thesis, STIE INDONESIA. Retrieved from http://repository.stei.ac.id/6476/
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rego, R., Silva, R., . . . Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovatic Tecnology, Market, and Complexity, VIII(109). doi:https://doi.org/10.3390/joitmc8030109
Casalo, L. V., Flavian, C., & Ibanez-Sanchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. doi:https://doi.org/10.1016/j.jbusres.2018.07.005
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, LXV(2). doi:10.1509/jmkg.65.2.81.18255
Choi, H., & Leon, S. (2023). When trust cues help helpfulness: investigating the effect of trust cues on online review helpfulness using big data survey based on the amazon platform. Electronic Commerce Reseacrh.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to Marketers: Quantitative Evidence for Change - How User Generated Content Really Affects Brands. Journal of Adversiting Research, XXXXXII(1). doi:10.2501/JAR-52-1-053-064
Data Reportal. (2024). Digital Around The World. Retrieved from Digital Around The World: https://datareportal-com.translate.goog/global-digital-overview?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=tc
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories : A multigroup invariance analysis. European Journal of Marketing, 573-592. doi:10.1108/03090560410529222
Demba, D., Chiliya, N., Chuchu, T., & Ndoro, T. (2019). How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services. Communicare, 136-149.
Dewi, I., Juleha, S., Abidin, M., & Yusuf. (2024). The Influence of Online Customer Review and Digital Marketing on Online Purchasing Decision for Beauty Products with Brand Trust as an Intervening Variable: Study of Cirebon Students. Indonesian Journal of Business Analytics (IJBA).
Fernandez, A. H., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 222-238. doi: 10.1108/EJMBE-10-2017-0027
Flanagin, A. J., & Metzger, M. J. (2007). The role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information. New Media & Society, IX(2), 319-342. doi:10.1177/1461444807075015
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Mirai Management, VII(2), 14-22. doi:10.37531/mirai.v7i2.2007
Ghozali. (2014). Structural equation modeling: Metode alternatif dengan partial least squares (PLS) (4th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Goodstats. (2023, Agustus 10). 10 Negara Dengan Pengguna Smartphone Terbanyak Di Dunia, Indonesia Masuk Daftar! Retrieved from https://goodstats.id/article/10-negara-dengan-pengguna-smartphone-terbanyak-di-dunia-indonesia-masuk-daftar-fDv25
Guangliang Sang, K., & Nah. (2022). A Study of Consumers' decision-making tendency in the context of User-Generated Content. Korea Institute of Design Research Society.
Hair, J. F., Black, W., Babin, B. J., & Anderson, R. (2010). Multivariate Data Analysis, 7th ed. New Jersey : Pearson Prentice Hal.
Hanaysha, J. R. (2017). An examination of the factors affecting consumer"™s purchase decision in the Malaysian retail market. PSU Research Review, 7-23. doi:http://dx.doi.org/10.1108/PRR-08-2017-0034
Hidayati, R. P. (2024). Pengaruh Social Media Marketing terhadap Keputusan Pembelian Dimediasi Word Of Mouth pada Lektang Gallery Malang. Jurnal Ilmu dan Riset Manajemen, XIII(2), 1-21.
Huang, C.-J. M., Chuang, S.-C., Cheng, Y.-H., & Hsieh, C.-C. (2023). The longer the better? The impact of online review length on tourist trust and visit intention. Journal of Vacation Marketing.
Ibrahim, M. B., Sari, F. P., Kharisma, L. P., Kertati, I., Artawan, P., Sudipa, I. G., . . . Lolang, E. (2023). Metode Penelitian. Jambi: PT. Sonpedia Publishing Indonesia.
IDC Global. (2024, April 15). Worldwide Smartphone Market Up 7.8% in the First Quarter of 2024 as Samsung Moves Back into the Top Position, According to IDC Tracker. Retrieved from https://www.idc.com/getdoc.jsp?containerId=prUS52032524
Khammash, M. (2008). Electronic Word-Of-Mouth: Antecedents Of Reading Customer Reviews In On-Line Opinion Platforms: A Quantitative Study From The Uk Market. Iadis International Conference, 77-84.
Khan, I., Hollebeek, L. D., Fatma, M., Ul Islam, J., & Rahman, Z. (2020). Brand engagement and experience in online services. Journal of Services Marketing, XXXIV(2), 163-175. doi:10.1108/JSM-03-2019-0106
Kotler, P. (2007). Manajemen Pemasaran. Jakarta: Penerbit Salemba Empat.
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran Jilid 1. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran. Jakarta: Erlangga.
Krasnostavskaia, N., Bozhuk, S., Pletneva, N., & Bocharnikova, A. (2022). The influence of online customer reviews on the purchase decision process for handmade products. The Eurasian Scientific Journal.
Lariba, C. (2023). The Role of User-Generated Content in Shaping Brand Perceptions. International Journal of Public Relation and Communication, 25-37.
Lau, G. T., & Lee, S. H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market - Focused Management; Boston, IV(4).
Lee, E., & Shin, S. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer"™s photo. Computers in Human Behavior(31), 356-366.
Li, S., Zhang, Y., Yu, Z., & Liu, F. (2020). Economical user-generated content (UGC) marketing for online stores based on a fine-grained joint model of the consumer purchase decision process. Electronic Commerce Research.
Lotulung, P. V., Mandey, S. L., & Lintong, D. C. (2023). The Influence Of Consumer Perceptions And Product Quality On The Purchase Decision Of Imported Used Clothes In The Community Of Kelurahan Karombasan Utara Lingkungan 8 Kecamatan Wanea. EMBA : Jurna; Ekonomi dan Bisnis, XI(2), 561-572.
Maidiana. (2021). Penelitian Survey. ALACRITY : Journal Of Education, II(1), 20-29.
Morra, M. C., Ceruti, F., Chierici, R., & Gregorio, A. D. (2018). Social vs traditional media communication: brand origin associations strike a chord. Journal of Research in Interactive Marketing, 2-21. doi:http://dx.doi.org/10.1108/JRIM-12-2016-0116
Mulyani, S. R., Kadarisman, S., & Jamaludin, A. (2022). Permodellan Online Customer Review di Tinjau dari Relationship Marketing, Brand Image, dan Brand Trust. Jurnal Ekonomi dan Statistik Indonesia, II(1), 86-97. doi:10.11594/jesi.02.01.10
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Reviewterhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi dan Entrepreneurship, IX(2), 173-194. doi:10.30588/jmp.v9i2.538
Nekmahmud, M., & Fekete-Farkas, M. (2020). WhyNotGreenMarketing? Determinates of Consumers"™ Intention to Green Purchase Decision in a New Developing Nation. sustainability. doi:http://dx.doi.org/10.3390/su12197880
Nisrina, R. G. (2021). User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul. Jurnal Komunikasi Profesional, V(6), 558-571. Retrieved from http://ejournal.unitomo.ac.id/index.php/jkp
Novela, S., Sihombing, Y. O., Hansopaheluwakan, S., & Aurellia, C. (2023). How Online Customer Review and Online Customer Rating Influence Customer Purchase Decision on E- Marketplace with Customer Trust as A Mediator. IEEE International Conference on Technology Management, Operations and Decisions.
Nur, L. Z., Hernita, N., & Puspita, D. (2024). Pengaruh User Generated Content Dan Brand Image Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Unma Pengguna Produk Skincare The Originote). Jurnal EKBIS ( Ekonomi & Bisnis ) Politeknik Piksi Ganesha, 12-24.
O'Herna, M. S., & Kahle, L. R. (2013). The Empowered Customer: User-Generated Content and the Future of Marketing. Global Economics Management Review, 21-29. Retrieved from https://www.researchgate.net/profile/Lynn-Kahle/publication/262880821_The_Empowered_Customer_User-Generated_Content_and_the_Future_of_Marketing/links/5beb70f6a6fdcc3a8dd46bfc/The-Empowered-Customer-User-Generated-Content-and-the-Future-of-Marketing.pdf
Organisation for Economic Co-operation and Development. (2007). Participate Web and User-Created Content. Directorate for Science, Technology and Industry Committee for Information, Computer, and Communication Policy, 1-66. doi:10.1787/9789264037472
Purwanto, N. (2021, Desember 2). Pengaruh E-Trust dan Online Consumer Review terhadap Keputusan Pembelian (Studi pada Konsumen Tokopedia di Jombang). Jurnal Ekonomi dan Bisnis, 635-639. doi:10.37600/ekbi.v4i2.357
Putri, A. R., & Lestari, W. D. (2022). Pengaruh Online Customer Review, Online Customer Rating, E-Service Quality dan Price Terhadap Keputusan Pembelian pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Jurnal Ekonomi dan Bisnis (EQIEN), XI(1), 1474-1481. doi:10.34308/eqien.v11i1.884
Putri, L., & Wandebori, H. (2016). Factors Influencing Cosmetics Purchase Intention In Indonesia Based On Online Review. International Conference on Ethics of Business, Economics, and Social Science, 255-263. Retrieved from http://eprints.uny.ac.id/id/eprint/41793
Putri, V. J. (2020). Pengaruh User-Generated Content (Ugc) Dan Kualitas Produk Terhadap Minat Beli Konsumen Dapur Mbok Sarminah. Jurnal Manajemen dan Start-Up Bisnis, V(1), 95-102.
Rachmad, Y., Meliantari, D., Akbar, I., Rijal, S., & Aulia, M. (2023). The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products. Jurnal EMT KITA.
Rahadi, D. R. (2023). Pengantar Partial Least Squares Structural Equation Modeling (Pls-Sem). Tasikmalaya: Cv. Lentera Ilmu Madani.
Sahai, P., Gupta, P., & Hungund, S. S. (2024). Influence of perceived usefulness and user generated content on consumer trust to make online purchase decision. International Journal of Business Excellence.
Sari, W. H. (2022). Pengaruh Promosi, Online Customer Review, Dan Online Customer Rating Terhadap Keputusan Pembelian (Studi Pada Pengguna Marketplace Shopee Di Indonesia). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung, 1-99.
Schiffman, L. G., & Kanuk, L. L. (2004). Perilaku Konsumen Edisi 7. Jakarta: Prentice Hall.
Seruni, N. N., Suryaniadi, S. M., & Dewi, N. I. (2024). Pengaruh Influencer Marketing Terhadap Minat Pembelian Produk Kecantikan Brand Azarine Pada Generasi Z : Studi Kasus Kabupaten Badung. Jurnal Ilmiah Manajemen Ekonomi dan Akuntansi, 885-900. doi:https://doi.org/10.31955/mea.v8i3.4534
Sethna, B. N., Hazari, S., & Bergiel, B. (2017). Influence of user generated content in online shopping: impact of gender on purchase behaviour, trustt, and intention to purchase. International Journal of Electronic Marketing and Retailing, VIII(4), 344-371. doi:10.1504/IJEMR.2017.10008550
Silviah, R., Ali, H., & Hadita. (2024). Pengaruh Celebrity Endorsement, Online Customer Review, dan Minat Pembelian Ulang terhadap Kepercayaan Konsumen pada Skincare Scarlett Whitening di Online Shop Tiktok. Jurnal Ilmu Multidisiplin, 75-86. doi:10.38035/jim.v3i1
Stefani, V., Listiana, E., Afifah, N., Setiawan, H., & Fitriana, A. (2023). The Influence Of Online Customer Review, Live Tiktok, On Purchase Decision Of Somethinc Products With Customer Trust As A Mediation Variable On Tiktok Social Media. Jurnal Ekonomi, XII(4), 1858-1869.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Upadana, M. W., & Pramudana, K. A. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen, IX(5), 1921-1941. doi:10.24843/EJMUNUD.2020.v09.i05.p14
Wafiyah, F., & Wusko, A. U. (2023). Pengaruh User Generated Content Dan E-Wom Terhadap Purchase Intention Dan Purchase Decision Pada Pembeli Produk Nyrtea Di Instagram. Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 190-200. doi:https://doi.org/10.58192/ebismen.v2i3.1278
Wei, L. H., Huat, O. C., & Ramayah, T. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review, XXXX(5), 1213-1244. doi:https://doi.org/10.1108/IMR-12-2021-0353
Widya, R. (2022). Pengaruh User Generated Content Avoskin terhadap Minat Beli melalui Brand Trust di Instagram. Bachelor Thesis thesis. Retrieved from https://kc.umn.ac.id/id/eprint/21915
Wijaya, C. O., Wijaya, S., & Jaolis, F. (2024). The influence of social media content on attitude, destination image and intention of female Muslim travelers to visit halal destinations: comparison between UGCandFGC. Journal of Islamic Marketing. doi:http://dx.doi.org/10.1108/JIMA-08-2023-0235
Yadav, N., Verma, S., & Chikhalkar, R. (2022). Online reviews towards reducing risk. JOURNAL OF TOURISM FUTURES, 299-316. doi:https://doi.org/10.1108/JTF-01-2022-0016
Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2023). User-generated content on Gen Z tourist visit intention: a stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 34. doi:10.1108/JHTI-02-2023-0091
