Peran E-WOM, Product Design dalam Meningkatkan Brand Image dan Repurchase Intantion Pada Produk Iphone di Semarang

Lailatu Rohmah; Heru Sulistyo

doi:10.53697/emak.v7i1.3452

Authors

Lailatu Rohmah Universitas Islam Sultan agung
Heru Sulistyo Universitas Islam Sultan Agung

DOI:

https://doi.org/10.53697/emak.v7i1.3452

Keywords:

E-WOM, Desain Produk, Brand Image, Repurchase Intention, iPhone

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan desain produk terhadap brand image serta dampaknya pada repurchase intention konsumen iPhone di Kota Semarang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Partial Least Square (PLS). Sampel penelitian terdiri dari pengguna iPhone di Semarang yang pernah melakukan pembelian dan berpotensi melakukan pembelian ulang. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh positif dan signifikan terhadap brand image serta repurchase intention. Desain produk juga ditemukan memiliki pengaruh positif terhadap brand image dan repurchase intention. Selanjutnya, brand image berperan sebagai variabel penting yang memperkuat hubungan antara E-WOM, desain produk, dan niat beli ulang. Temuan ini memberikan implikasi praktis bagi perusahaan dalam merancang strategi pemasaran digital serta mengoptimalkan kualitas desain produk untuk meningkatkan loyalitas pelanggan.

Downloads

Download data is not yet available.

References

Aaker, D., & Joachimsthaler, E. (2022). Brand Leadership: Building Assets in an Information Economy. Free Press.

Access, S., Putri, A., & Sienatra, F. (2021). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian dalam Industri Digital. Jurnal Manajemen Teknologi, 20(3), 245-260.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Ajzen, I. (2005). Attitudes, Personality, and Behavior. Open University Press.

Al Qaimari, R., Alshurideh, M., & Alkhatib, S. (2021). Digital Branding Strategies in Contemporary Markets. Springer.

Alwan, H., & Alshurideh, M. (2022). Electronic Word of Mouth and Consumer Behavior in Digital Markets. International Journal of Marketing Studies, 14(2), 78-95.

Bahroni, I. (2023). Brand Image dan Pengaruhnya terhadap Intensi Pembelian. Jurnal Manajemen Inovasi, 15(1), 45-60.

Bandura, A. (1977). Self-Efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, 84(2), 191-215.

Brown, T., & Wyatt, J. (2020). Design Thinking for Social Innovation. Stanford Social Innovation Review, 8(1), 30-35.

Chen, Y., & Li, J. (2023). The Impact of Customer Satisfaction on Repurchase Intention: The Mediating Role of Trust. Journal of Consumer Behavior, 22(1), 45-60.

Chen, Y., & Lin, H. (2023). The Role of Electronic Word-of-Mouth in Influencing Consumer Purchase Intention: The Moderating Effect of Product Type. Journal of Consumer Marketing, 40(1), 89-104.

Chen, Y., & Liu, H. (2023). Integrating User Experience (UX) Principles into Product Design Process for Enhanced Customer Satisfaction. Journal of Product Innovation Management, 40(1), 1-15.

Cheung, C., & Lee, M. (2020). Electronic Word of Mouth in Digital Marketing Ecosystems. Journal of Interactive Marketing, 38(2), 55-72.

Cooper, R. (2019). Design Thinking: Integrating Innovation and Business Strategy. Harvard Business Review Press.

Dewi, L. K., & Putra, R. E. (2023). Peran Citra Merek dalam Membangun Loyalitas Konsumen pada Produk Fashion Lokal. Jurnal Ilmu Manajemen & Bisnis, 16(2), 123-138.

Elvira Ismagilova, et. al, (2020), Electronic Word of Mouth (eWOM) in the Marketing Context (a State of the Art Analysis and Future Directions) 20-21.

Fadilah, A., & Meria, S. (2024). Analisis Pengaruh E-WOM terhadap Intensi Pembelian. Jurnal Manajemen Teknologi, 22(1), 15-30.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley.

Gardner, B., Levy, S., & Gobe, M. (2020). Brand Personality and Consumer Psychology. Oxford University Press.

Ghozali, I. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2020). Aplikasi Analisis Multivariate Lanjutan. Badan Penerbit Universitas Diponegoro.

Handayani, T. (2023). Pengaruh Desain Produk terhadap Intensi Pembelian. Jurnal Riset Manajemen, 18(2), 112-125.

Handoko, A., & Melinda, L. (2022). Analisis Perilaku Konsumen Smartphone di Kota Semarang. Jurnal Bisnis dan Manajemen, 16(3), 201-215.

Hendi, R., Widodo, A., & Susilo, H. (2024). Strategi Pemasaran Digital dalam Industri Smartphone. Penerbit Universitas Diponegoro.

Heru, S., Immanuel, C., & Simamora, B. (2022). Desain Produk dan Keputusan Pembelian Smartphone. Jurnal Manajemen Inovasi, 14(4), 78-92.

Hidayat, A. R., & Lestari, S. (2024). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Konsumen. Jurnal Ekonomi dan Bisnis Islam, 9(1), 45-60.

Huang, C., & Chen, S. (2024). Brand Reputation and Customer Loyalty: The Moderating Role of Service Quality in Driving Repurchase Intention. International Journal of Marketing Studies, 16(2), 78-93.

Huang, L., & Sun, Y. (2024). E-WOM Credibility and Its Impact on Consumer Purchase Decisions in the Digital Age. International Journal of Electronic Commerce, 28(2), 205-220.

Huang, L., & Sun, Y. (2024). The Strategic Role of Product Design in Brand Building and Market Differentiation. International Journal of Design, 18(2), 165-180.

Indriany, E., Sukawati, T., & Putri, I. (2022). Brand Image dan Faktor-Faktor yang Mempengaruhinya. Penerbit Universitas Udayana.

Irfanudin, M. (2024). Analisis Pengaruh Citra Merek terhadap Intensi Pembelian. Jurnal Manajemen Strategi, 19(1), 45-58.

Kapferer, J., & Bastien, V. (2022). Luxury Brand Management. Pearson.

Keller, K. (2022). Strategic Brand Management: Global Edition. Pearson.

Kim, J., & Chang, S. (2021). Service Quality, Customer Trust, and Repurchase Intention in the Hospitality Industry. Journal of Travel Research, 60(3), 512-526.

Kim, J., & Chang, S. (2021). The Impact of Digital Prototyping on Product Design Efficiency and Innovation in Manufacturing. Journal of Engineering Design, 32(4), 213-228.

Kim, J., & Chang, S. (2021). The Influence of Online Reviews on Hotel Booking Intentions: The Mediating Role of Perceived Trust. Journal of Hospitality & Tourism Research, 45(5), 890-905.

Kim, M., & Lee, S. (2023). Emotional Attachment and Repurchase Intention: The Role of Customer Engagement. Journal of Relationship Marketing, 22(4), 289-305.

Kim, M., & Park, S. (2023). Emotional Design and Consumer Attachment: A Study on the Role of Product Aesthetics. Design Studies, 84, 101140.

Kim, M., & Park, S. (2023). Exploring the Motivations for Consumers' E-WOM Engagement: A Social Capital Perspective. Journal of Interactive Marketing, 58, 20-35.

Kotler, P., & Keller, K. (2022). Marketing Management. Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.

Kristina, E. (2022). Pengaruh E-WOM terhadap Intensi Pembelian. 17, 17(3), 89-104.

Lee, H., & Kim, Y. (2022). Sustainable Product Design: Bridging Environmental Consciousness and Consumer Preferences. Journal of Cleaner Production, 375, 133989.

Lee, H., & Kim, Y. (2022). The Antecedents and Consequences of Repurchase Intention in Online Shopping. Journal of Retailing and Consumer Services, 67, 102945.

Lee, H., & Kim, Y. (2022). The Impact of E-WOM on Brand Equity and Consumer Purchase Intention: An Empirical Study in the Cosmetics Industry. Journal of Business Research, 148, 118-129.

Liu, Y., & Wong, K. (2022). Understanding Repurchase Intention in E-commerce: The Role of Perceived Convenience and Security. Electronic Commerce Research and Applications, 51, 101115.

Liu, Y., & Yang, K. (2022). The Role of Social Media E-WOM in Shaping Brand Image and Consumer Purchase Decision. Computers in Human Behavior, 126, 106969.

Liu, Y., & Yang, K. (2022). User-Centered Design Approaches for Innovative Product Development: A Case Study in Smart Home Devices. Applied Ergonomics, 105, 103859.

Low, G., Lamb, C., & Zinkhan, G. (2021). Strategic Brand Management. Cengage Learning.

Mulyohartono, D., & Susila, I. (2023). Dampak E-WOM pada Intensi Pembelian. Jurnal Manajemen Teknologi, 21(2), 45-60.

Norman, D. (2019). The Design of Everyday Things. Basic Books.

Nurdin, A., & Wildiansyah, R. (2021). Electronic Word of Mouth dalam Pemasaran Digital. Penerbit Universitas Indonesia.

ONURLUBAŞ, E. (2019). Digital Communication Strategies in Consumer Behavior. International Journal of Marketing Studies, 11(4), 67-82.

Park, C., MacInnis, D., & Heinrich, D. (2020). Consumer Psychology and Branding. Routledge.

Park, H., & Chung, S. (2020). Customer Engagement and Repurchase Intention: The Mediating Role of Customer Satisfaction. Journal of Business Research, 116, 30-39.

Park, H., & Lee, S. (2020). The Effect of E-WOM Characteristics on Consumer Product Evaluation and Purchase Intention. Journal of Retailing and Consumer Services, 52, 101908.

Park, H., & Lee, S. (2020). The Influence of Product Form and Function on Perceived Usability and Aesthetic Appeal. International Journal of Industrial Ergonomics, 79, 102980.

Permata, D., & Jaya, S. (2024). Pembentukan Citra Merek Melalui Media Sosial dan Dampaknya pada Loyalitas Pelanggan E-commerce. Jurnal Manajemen Pemasaran, 18(1), 1-15.

Prajnaparamita, A. (2023). Pengaruh Desain Produk terhadap Intensi Pembelian. Jurnal Manajemen Inovasi, 15(2), 76-90.

Puspita, A. R., & Wijaya, A. (2020). Analisis Pengaruh Brand Image dan Kualitas Layanan terhadap Kepuasan Pelanggan Jasa Transportasi Online. Jurnal Administrasi Bisnis, 7(2), 110-125.

Putri, A., & Sienatra, F. (2023). Perilaku Konsumen Smartphone di Era Digital. Penerbit Universitas Gadjah Mada.

Putri, I., & Sukawati, T. (2019). Strategi Pemasaran Digital dalam Industri Teknologi. Jurnal Manajemen dan Bisnis, 13(1), 45-60.

Santoso, D. B., & Kurniawan, E. (2023). Strategi Pembangunan Citra Merek yang Kuat untuk Meningkatkan Daya Saing Perusahaan Makanan Cepat Saji. Jurnal Ilmiah Manajemen, 11(1), 30-45.

Saputra, R. P., & Lestari, N. P. (2022). Peran Citra Merek dalam Meningkatkan Niat Pembelian Ulang Produk Kecantikan. Jurnal Riset Manajemen dan Bisnis, 17(3), 201-215.

Sidharta, I., Pratiwi, A., & Dewi, K. (2018). Analisis Pasar Smartphone di Indonesia. Jurnal Teknologi dan Manajemen, 16(2), 112-125.

Sidharta, I., Ratna, W., & Suhartanto, D. (2022). Dinamika Persaingan Smartphone di Pasar Indonesia. Jurnal Manajemen Teknologi, 21(4), 201-215.

Simamora, B., & Immanuel, C. (2023). Desain Produk dan Pengalaman Konsumen. 189, 18(1), 45-60.

Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Suroyo, A. (2009). Metodologi Penelitian Bisnis. Badan Penerbit Universitas Diponegoro.

Susanto, B., & Wulandari, D. (2021). Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone pada Generasi Milenial. Jurnal Ekonomi Syariah dan Bisnis, 6(2), 160-175.

Sweeney, J. C., & Soutar, G. N. (2023). Perceived Value and Repurchase Intention: A Study of Services. Journal of Service Research, 26(1), 108-125.

Sweeney, J. C., & Soutar, G. N. (2023). The Influence of E-WOM on Consumer Decision-Making: A Comprehensive Review. Marketing Theory, 23(1), 67-85.

Sweeney, J. C., & Soutar, G. N. (2023). Value Co-creation in Product Design: Engaging Consumers for Enhanced Innovation. Journal of Service Research, 26(3), 321-336.

Syifa, L. (2025). Pengaruh Citra Merek terhadap Intensi Pembelian. Jurnal Manajemen Strategi, 20(1), 30-45.

Ulfami, R. (2020). Analisis Pengaruh Desain Produk terhadap Intensi Pembelian. Jurnal Riset Pemasaran, 16(4), 112-125.

Ulrich, K., & Eppinger, S. (2022). Product Design and Development. McGraw-Hill Education.

Utami, D. P., & Nugroho, S. E. (2021). Analisis Pengaruh Brand Image, Harga, dan Kualitas Produk terhadap Keputusan Pembelian pada E-commerce. Jurnal Bisnis dan Manajemen, 8(1), 55-70.

Verganti, R., & Nussbaum, B. (2021). Design-Driven Innovation. Harvard Business Review Press.

Wang, L., Zhang, Y., & Li, M. (2022). How E-WOM Valence and Volume Influence Consumer Purchase Intention: The Moderating Role of Product Involvement. Journal of Interactive Marketing, 56, 1-15.

Wang, L., Zhang, Y., & Li, M. (2022). Integrating Human Factors in Product Design for Improved User Performance and Satisfaction. Ergonomics, 65(8), 1085-1100.

Wang, L., Zhang, Y., & Li, M. (2022). The Influence of Customer Experience on Repurchase Intention: An Empirical Study. Journal of Marketing Management, 38(7-8), 701-720.

Wibowo, R. K., & Handayani, T. (2025). Citra Merek dan Kepercayaan Konsumen: Studi Kasus pada Perusahaan Jasa Perbankan. Jurnal Kajian Ekonomi dan Bisnis, 19(1), 1-18.

Widjaja, S., & Susanti, R. (2022). Identifikasi Faktor-faktor Pembentuk Brand Image yang Mempengaruhi Loyalitas Pelanggan Restoran. Jurnal Pemasaran Modern, 15(2), 90-105.

Yonita, D., & Budiono, S. (2020). Pengaruh E-WOM terhadap Intensi Pembelian. Jurnal Manajemen Inovasi, 14(3), 56-70.

Yuliantoro, N. (2024). Analisis Pengaruh Citra Merek terhadap Intensi Pembelian. Jurnal Bisnis dan Manajemen, 19(2), 78-92.

Zhao, X., & Li, Q. (2021). Life Cycle Assessment in Product Design: A Framework for Environmental Sustainability. Journal of Cleaner Production, 280, 124375.

Zhao, X., & Li, Q. (2021). The Impact of E-WOM Credibility on Consumer Trust and Purchase Intention in Online Shopping. Electronic Commerce Research and Applications, 48, 101072.

Zhao, X., & Zhang, Q. (2021). The Impact of Perceived Quality and Brand Image on Repurchase Intention: A Study of Consumer Electronics. Journal of Consumer Marketing, 38(5), 513-524.