ABIDIN, ZAINAL (2019) ANALISIS PENGARUH KESADARAN MEREK, KOMITMEN LAMAN AKUN MEREK, PENGALAMAN PELANGGAN TERHADAP ELECTRONIC WORD OF MOUTH SERTA DAMPAKNYA TERHADAP MINAT BELI ULANG KONSUMEN PATROLI KOPI, KARAWANG, JAWA BARAT. S2 thesis, Universitas Mercu Buana.
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Abstract
This research aims to analyze the effect of brand awareness, brand page commitment, customer experience on e-wom, and their impact on repurchase intention in Patroli Kopi coffeeshop, Karawang, West Java, Indonesia. It is using an accidental and non probability sample technique, a total sample of 100 respondents were obtained. Data analysis of this study was conducted using SPSS (Statistical Package for the Social Sciences) software. Moreover, the analysis used descriptive statistics and path analysis to facilitate meaningful analysis. The findings indicate that each independent variable partially has an effect in both e-wom and repurchase intention. Contrary, brand page commitment variable is partially shown minor effect toward e-wom, as well as e-wom, partially has insignificant effect to repurchase intention. Nevertheless, the following variables which consist of brand awareness, brand page commitment, customer experience simultaneously have a significant effect on e-wom. Moreover, the significant factor simultaneously can be determined through path analysis of brand awareness, brand page commitment,customer experience, and e-wom towards repurchase intention. It is suggested that management should maintain and increase repurchase intention of its customers by optimizing e-wom activities simultaneously along with increasing brand page commitment, brand awareness, and customer experience. Meanwhile, to optimize brand awareness without optimizing e-wom is not recommended as it is not partially significant affect to repurchase intention. Further research on brand awareness, e-wom, and repurchase intention is also suggested. Keywords: brand awareness, brand page commitment, customer experience, e-wom, repurchase intention, coffeshop. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh faktor yang mempengaruhi minat beli ulang, utamanya faktor electronic-word of mouth (e-wom), kesadaran merek, komitmen laman akun merek, dan pengalaman pelanggan di Patroli Kopi, Karawang, Jawa Barat, Indonesia. Sampel dari penelitian adalah 100 responden dengan menggunakan teknik accidental sampling. Data kemudian dianalisis dengan menggunakan software SPSS v.19 di mana matriks korelasi antar dimensi juga dilakukan dengan menggunakan software dimaksud. Analisis menggunakan uji instrumen dan uji asumsi klasik serta dengan menggunakan path analysis (analisa jalur). Hasil dari penelitian ini menunjukkan bahwa secara parsial masing-masing variabel independen berpengaruh signifikan terhadap e-wom maupun minat beli ulang. Pengaruh tidak signifikan hanya ditunjukkan oleh variabel komitmen laman akun merek secara parsial terhadap terhadap e-wom dan pengaruh e-wom terhadap minat beli ulang. Meski demikian, secara simultan variabel kesadaran merek, komitmen laman akun merek, pengalaman pelanggan berpengaruh positif signifikan terhadap e-wom. Selain itu, pengaruh signifikan secara simultan juga dapat dilihat dari analisa jalur dari variabel kesadaran merek, komitmen laman akun merek, pengalaman pelanggan, dan e-wom, terhadap minat beli ulang. Berdasarkan hasil penelitian, maka disarakan kepada manajemen coffeshop khususnya di Patroli Kopi untuk mengoptimalkan aktivitas e-wom dengan melakukan aktivitas yang dapat meningkatkan pengalaman konsumen, komitmen di laman akun merek, dan juga kesadaran merek secara simultan. Hal ini penting, karena hasil penelitian menunjukkan bahwa variabel e-wom dan komitmen laman akun merek berpengaruh tidak signifikan terhadap minat beli ulang konsumen. Peneliti juga berharap hasil penelitian ini dapat dijadikan referensi untuk penelitian sejenis khususnya terkait variabel kesadaran merek, e-wom, dan minat beli ulang. Kata Kunci : brand awareness, brand page commitment, customer experience, e-wom, repurchase intention, coffeshop, kesadaran merek, komitmen laman akun merek, pengalaman pelanggan, minat beli ulang.
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