The influence of word of mouth on purchase intentions for Nokia smartphones in Bandung city
Keywords:
Consumer’s Purchase Intention, Nokia, Statistical Verification Analysis, Word of MouthAbstract
Along with the development of the era and technology, the markets of the smartphone industry are getting bigger. Each smartphone company is competing with each other to create the most sophisticated products. This condition affected the sale of the Nokia phone, which experienced a decline in sales from 2013 until now. This brand no longer appears in consumers' minds. This is due to the need for more consumer knowledge and the perception of the Word of Mouth on Nokia. Thus, Word of Mouth is needed by Nokia to increase its sales. This research aims to analyze the effect of Word of Mouth on consumers' purchase intention of Nokia smartphones in Bandung. This research was conducted by using descriptive methods and statistical verification analysis. The population used in this study are consumers who have purchased smartphones in Bandung. The sample used in this study are consumers who use Nokia smartphones and recognize the Nokia brand, using a non-probability sampling technique of 100 respondents. The data collection process has been done through the distribution of questionnaires and several literature studies. The analytical method used in this research is simple linear regression analysis, while the research hypothesis will be tested using a t-test. Based on the research results, Word of Mouth positively affects consumer purchase intentions by 59.4%, with the results of hypothesis testing having a significant effect.
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Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). John Wiley & Sons, Ltd.
Algiffary, M. A., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia. AMAR (Andalas Management Review), 4(2), 16–31. https://doi.org/10.25077/amar.4.2.16-31.2020
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The Effect Of Electronic Word Of Mouth Communication On Purchase Intention And Brand Image: An Applicant Smartphone Brands In North Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011
Ammah, M., & Sudarwanto, T. (2022). Pengaruh Citra Merk Terhadap Keputusan Pembelian Melalui Testimoni Pada Klinik Kecantikan Ms Glow Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1600–1609. https://doi.org/10.26740/jptn.v10n1.p1600-1609
Aynie, R. Q., Hurriyati, R., & Dirgantari, P. D. (2021). Strategi Pemasaran Electronic Word Of Mouth Pada E-Commerce Dalam Menghadapi Era Digital 4.0 Di Indonesia. Inovasi: Jurnal Ekonomi Keuangan Dan Manajemen, 17(1), 136–143. https://doi.org/10.30872/jinv.v17i1.8483
Cahyani, A., & Zahara, Z. (2021). Pengaruh Korean Wave Dan Beauty Vlogger Terhadap Minat Beli Produk Kecantikan Korea. Jurnal Smart, 1(1), 020–026. https://doi.org/10.59769/smart.v1i1.7
Fauzi, A., & Rukmini, S. W. (2020). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Produk Pada PT. Kedaung Medan Industrial LTD. Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK), 1(1), 1–13. https://doi.org/10.32696/jimk.v1i1.577
Hughes, R. J., Pride, W. M., & Kapoor, J. R. (2015). Business. In Pengantar Bisnis (11th ed.). Salemba Empat.
Khoirunnisa. (2020, May 5). Penjualan Smartphone Nokia Terjun Bebas. Selular.ID. https://selular.id/2020/05/penjualan-smartphone-nokia-terjun-bebas/
Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects Among Product Attributes, Involvement, Word-Of-Mouth, And Purchase Intention In Online Shopping. Asia Pacific Management Review, 22(4), 223–229. https://doi.org/10.1016/j.apmrv.2017.07.007
Lukito, W. A., & Fahmi, D. L. (2020). Pengaruh Promosi dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa. ARBITRASE: Journal of Economics and Accounting, 1(2), 90–95. http://www.djournals.com/arbitrase/article/view/105
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Mariasih, A. A., & Setiyaningrum, A. (2021). Peran eWOM Quality, eWOM Quantity, dan eWOM Credibility dalam Membentuk Corporate Image dan Mendorong Purchase Intention: Studi Empiris pada Jasa Pendidikan. Jurnal Manajemen Dan Bisnis Sriwijaya, 19(1), 1–20. https://doi.org/10.29259/jmbs.v19i1.13007
Maskuri, M. A., Kurniawan, E. N., Wardani, M. K., & Andriyani, M. (2019). Kepercayaan, Kemudahan Penggunaan Dan Electronic Word Of Mouth Terhadap Minat Beli Online. Jurnal Manajemen Kewirausahaan, 16(2), 139–150. https://doi.org/10.33370/jmk.v16i2.348
Maulana, Y. S., & Alisha, A. (2020). Inovasi Produk dan Pengaruhnya Terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar). Inovbiz: Jurnal Inovasi Bisnis, 8(1), 86–91. https://doi.org/10.35314/inovbiz.v8i1.1313
Nielsen Indonesia. (2015, Oct 2). Rekomendasi Word Of Mouth Masih Menjadi Iklan Paling Dipercaya oleh Konsumen Asia Tenggara. Nielsen.Com. https://www.nielsen.com/id/news-center/2015/rekomendasi-word-of-mouth-masih-menjadi-iklan-paling-dipercaya-oleh-konsumen-asia-tenggara/
Nugroho, A., & Burhani, I. (2019). Analisis Pengaruh Brand Equity Terhadap Purchase Intention pada Produk Private Label Studi Kasus: Private Label Carrefour. Jurnal Penelitian Ekonomi Dan Akuntansi (JPENSI), 4(1), 899–920. https://doi.org/10.30736/jpensi.v4i1.216
Nurvidiana, R., Hidayat, K., & Abdillah, Y. (2015). Pengaruh Word of Mouth terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian (Survey pada Konsumen Republica Cafe Malang). Jurnal Administrasi Bisnis (JAB), 22(2), 1–8. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/891
Nuseir, M. T. (2019). The Impact Of Electronic Word Of Mouth (e-WOM) On The Online Purchase Intention Of Consumers In The Islamic Countries–A Case Of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059
Paramesthin, R. M., & Pramono, J. (2019). Pengaruh Word of Mouth terhadap Niat Beli yang Dimediasi Brand Image pada Esclier Bali. Seminar Ilmiah Nasional Teknologi, Sains, Dan Sosial Humaniora (SINTESA), 2, 599–614. https://doi.org/10.36002/snts.v2i1.1058
Powa, G. A., Lapian, S. L. H. . J., & Wenas, R. S. (2018). Pengaruh Kualitas Produk, Harga Dan Word Of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb Unsrat. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(3), 1188–1197. https://doi.org/10.35794/emba.v6i3.20082
Prasetiyo, B., & Hidayat, T. (2019). Pengaruh Promosi Dan Word of Mouth Terhadap Keputusan Pembelian Produk Xyz Donut. Jurnal Penelitian Ekonomi Dan Akuntansi (JPENSI), 4(1), 937–952. https://doi.org/10.30736/jpensi.v4i1.218
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). John Wiley & Sons, Ltd.
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Published
2023-10-27
How to Cite
Girsang, D. N. . (2023). The influence of word of mouth on purchase intentions for Nokia smartphones in Bandung city. Journal of Management Science (JMAS), 6(4), 693–702. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/308
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