PENGARUH E-WOM NEGATIF, BRAND IMAGE DAN KEPERCAYAAN TERHADAP NIAT BELI KONSUMEN BURGER KING DI JAKARTA

HARAHAP, SELLY ANA SUCI (2023) PENGARUH E-WOM NEGATIF, BRAND IMAGE DAN KEPERCAYAAN TERHADAP NIAT BELI KONSUMEN BURGER KING DI JAKARTA. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Burger King merupakan salah satu perusahaan fastfood yang memanfaatkan perkembangan media sosial untuk meningkatkan jumlah penjualan melalui promosi produknya secara online. Namun, karena masih terdapat beberapa ulasan negatif dari pengalaman konsumen sebelumnya dapat mengalihkan niat yang sebelumnya telah disematkan dibenaknya untuk membeli. Penelitian ini dilakukan dengan tujuan agar peneliti mengetahui apakah e-WOM Negatif, Brand image dan Kepercayaan mempengaruhi Niat Beli konsumen melalui Aplikasi Burger King di Jakarta. Penelitian ini menggunakan SEM PLS sebagai alat pengolahan data. Penelitian ini menggunakan teknik non-probability sampling dengan teknik Purposive sampling diperoleh jumlah sampel dari penelitian ini sebanyak 160 orang konsumen restoran Burger King Jakarta. Hasil penelitian menunjukkan bahwa eWOM, citra merek dan kepercayaan berpengaruh signifikan terhadap niat beli konsumen. Dimana e-WOM negatif berpengaruh signifikan terhadap niat beli konsumen. Citra merek berpengaruh signifikan terhadap niat beli konsumen. Dan kepercayaan berpengaruh signifikan terhadap niat beli konsumen. Kata kunci: e-WOM, Brand Image, Kepercayaan, Niat Beli Konsumen ABSTRACT Burger King is one of the fastfood companies that utilizes the development of social media to increase the number of sales through online product promotion. However, because there are still some negative reviews from previous consumer experiences can divert the intention that has previously been pinned in his mind to buy. This study was conducted with the aim that researchers find out whether Negative eWOM, Brand image and Trust affect consumer Purchase Intention through the Burger King Application in Jakarta. This research uses SEM PLS as a data processing tool. This study used non-probability sampling technique with Purposive sampling technique obtained the number of samples from this study as many as 160 consumers of Burger King Jakarta restaurant. The results showed that e-WOM, brand image and trust have a significant effect on consumer purchase intentions. Where negative e-WOM has a significant effect on consumer purchase intentions. Brand image has a significant effect on consumer purchase intentions. And trust has a significant effect on consumer purchase intentions. Keywords: e-WOM, Brand Image, Trust, Consumer Purchase Intention

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