Pengaruh Electronic Word-of-Mouth, Imej Jenama dan Kepercayaan Pengguna terhadap Niat Membeli dalam Talian
Abstract
Perkembangan teknologi maklumat dan komunikasi (ICT) telah mempengaruhi tingkah laku pembelian pengguna. Pembelian secara atas talian lebih digemari oleh masyarakat kini kerana ianya lebih mudah dan menjimatkan masa daripada pembelian secara konvensional. Electronic Word-of-Mouth (eWOM) diiktiraf sebagai salah satu sumber maklumat yang paling berpengaruh dalam keputusan penggunaan. Kajian ini dijalankan bertujuan untuk mengkaji hubungan antara pengaruh eWOM dengan niat pengguna untuk membeli dalam talian. Imej jenama sesuatu produk dan kepercayaan pengguna terhadap produk dan perkhidmatan yang ditawarkan boleh mempengaruhi pengguna dalam membuat keputusan pembelian. Maka, peranan imej jenama dan kepercayaan pengguna sebagai pengantara antara hubungan eWOM dan niat untuk membeli adalah juga penting untuk dikaji. Analisis kuantitatif dijalankan ke atas 159 data soal selidik yang diperoleh daripada responden menggunakan perisian SPSS. Dapatan kajian mendapati bahawa eWOM mempunyai hubungan signifikan dan positif terhadap niat untuk membeli dengan imej jenama dan kepercayaan pengguna sebagai pengantara. Kajian ini memberi indikasi kepada pengurus dan pemilik perniagaan agar mengutamakan kaedah eWOM dalam merencana strategi promosi yang berkesan untuk meningkatkan niat pembelian pengguna.
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