The Effect of E-WOM and Brand Image on Online Purchase Intention of Muslim Fashion in Millenials in Surabaya

ABSTRAK

Tujuan penelitian ini dilakukan guna menguji pengaruh e-WOM dan brand image terhadap online purchase intention fashion muslim secara parsial dan simultan. Populasi dalam penelitian ini adalah milenial muslim di Kota Surabaya yang tidak pernah belanja fashion muslim secara online. Sampel yang diambil dengan teknik nonprobability sampling serta metode purposive sampling. Pengumpulan data dalam penelitian ini menggunakan data primer dengan menyebarkan kuesioner secara online. Dalam penelitian ini menggunakan sampel yang sesuai dengan kriteria penelitian sebanyak 70 responden. Penelitian ini menggunakan teknik analisis dengan uji deskriptif, uji instrumen, uji asumsi klasik, uji model dan uji hipotesis. Dalam melakukan pengujian tersebut dalam mengolah datanya penelitian ini menggunakan SPSS versi 26. Setelah dilakukan pengujian terhadap variabel-variabel yang diteliti maka hasil yang didapatkan adalah (1) e-WOM dan brand image secara parsial berpengaruh signifikan terhadap online purchase intention. (2) Variabel e-WOM lebih dominan terhadap online purchase intention. (3) e-WOM dan brand image secara simultan berpengaruh terhadap online purchase intention.

Kata Kunci: E-WOM, Brand image, Online Purchase Intention, Fashion Muslim.

ABSTRACT

The purpose of this study was conducted to test the influence of e-WOM and brand image on online purchase intention fashion Muslim partially and simultaneously. The population in this study is Muslim millennials in Surabaya who have never shopped for Muslim fashion online. Samples taken with nonprobability sampling techniques as well as purposive sampling methods. The data collection in this study used primary data by disseminating questionnaires online. In this study, we used samples that matched the research criteria of 70 respondents. This study uses analytical techniques with descriptive tests, instrument tests, classic assumption tests, model tests and hypothesis tests. In conducting such tests in processing the data this research uses SPSS version 26. After testing the variables studied, the results obtained are (1) e-WOM and brand image partially affects online purchase intention. (2) e-WOM variables are more dominant against online purchase intention. (3) e-WOM and brand image simultaneously affect online purchase intention.

Keywords: E-WOM, Brand image, Online Purchase Intention, Muslim Fashion.

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