Design Kualitas Electronic Word of Mouth terhadap Kinerja Pemasaran Melalui Brand Image
|
Keywords:
Electronic Word of Mouth, Brand Image, Marketing Performance, MSME Capital, Food and Drink
AbstractThe ease of access to capital for MSMEs has led to their continued growth. It is known that food and beverage businesses in Pontianak are very diverse, and entrepreneurs can strive to build a positive image, for example by developing the appeal of their products, starting from unique packaging, guaranteed product quality, and marketing methods, both digitally and non-digitally. A good image plays an important role and can encourage existing customers to provide positive reviews. A strategy that entrepreneurs can implement in marketing is to utilize electronic word of mouth, with this information about products conveyed through a good brand image by customers will ultimately increase sales and profits. The study used a quantitative method and a causal approach, namely examining the cause-and-effect relationship between the variables EWOM (x), brand image (z) and marketing performance (y). Data were collected through a questionnaire based on a numeric rating scale, namely a value of 1 to 10. The research population was MSMEs in the food and beverage sector in Pontianak. The sample determined was 147 respondents with a purposive sampling technique, and the data were analyzed using analysis of moment structures (AMOS). The results of the study indicate that electronic word of mouth (EWOM) influences brand image, marketing performance, brand image, and marketing performance through brand image.Downloads
Download data is not yet available.
ReferencesLesmana, N., Masnita, Y., & Kurniawati, K. (2023). Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity. Jurnal Administrasi Bisnis, 12(1), 31–42. DOI: https://doi.org/10.14710/jab.v12i1.47975 . Martinus, H., & Chaniago, F. (2017). Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project. Humaniora, 8(3), 201. DOI: https://doi.org/10.21512/humaniora.v8i3.3678 . Kim, H.-J., Park, S.-Y., & Park, H.-Y. (2018). A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude. International Convergence Management Association, 6(4), 1–16. DOI: https://doi.org/10.20482/jemm.2018.6.4.1 . Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The Role of Novel Instruments of Brand Communication and Brand Image in Building Consumers’ Brand Preference and Intention to Visit Wineries. Current Psychology, 42(15), 12711–12727. DOI: https://doi.org/10.1007/s12144-021-02656-w . Khoiriyah, A., & Wicaksana, P. S. I. (2023). Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Produk Frozen Food Merek Golden Farm di Masyarakat Kota Bekasi. Jurnal Informatika Ekonomi Bisnis, 1141–1144. DOI: https://doi.org/10.37034/infeb.v5i4.605 . Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., … Bonaiuto, M. (2020). Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability (Switzerland), 12(8). DOI: https://doi.org/10.3390/SU12083391 . Zahid, F., & Ruswanti, E. (2024). Electronic Word of Mouth, Brand Image, Purchase Intention and Customer Purchase Decisions for Skinceuticals Users. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 229–244. DOI: https://doi.org/10.37641/jimkes.v12i1.2414 . Syifa Rofifa Putri Rizq, & Istyakara Muslichah. (2023). Intention to Buy Halal Cosmetics based on Social Media Activities, Brand Equity, and e-WOM. Jurnal Ekonomi Syariah Teori Dan Terapan, 10(3), 249–261. DOI: https://doi.org/10.20473/vol10iss20233pp249-261 . Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. CommIT Journal, 16(1), 9–18. DOI: https://doi.org/10.21512/commit.v16i1.7583 . Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand Image Mediation of Product Quality and Electronic Word of Mouth on Purchase Decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109. DOI: https://doi.org/10.21744/irjmis.v9n1.2012 . Putra, I. G. W. S. C. (2021). Evaluasi Pengaruh Product Quality, Product Innovation dan Marketing Promotion terhadap Brand Image Ikea. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1). DOI: https://doi.org/10.30813/digismantech.v1i1.2264 . Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Sustainability (Switzerland), 15(4). DOI: https://doi.org/10.3390/su15043409 . Dewi, L. K. C., Widagdo, S., Martini, L. K. B., & Suardana, I. B. R. (2022). Pengaruh Digital Marketing dan Customer Relationship Marketing terhadap Keputusan Wisatawan dengan Brand Image sebagai Variabel Mediasi. Ekuitas (Jurnal Ekonomi Dan Keuangan), 6(2). DOI: https://doi.org/10.24034/j25485024.y2022.v6.i2.5205 . Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The Role of Social Media Marketing and Brand Image on Smartphone Purchase Intention. International Journal of Data and Network Science, 6(1), 185–192. DOI: https://doi.org/10.5267/J.IJDNS.2021.9.009 . Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). DOI: https://doi.org/10.3390/admsci13050118 . Dhany Isnaeni Dharmawan, Yuyun Taufik, & Elly Watti Noorhan. (2019). Pengaruh Kualitas Produk dan Physical Evidence Terhadap Brand Image Politeknik LP3I Bandung. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 5(1), 22–40. DOI: https://doi.org/10.38204/atrabis.v5i1.228 . Marwida, I. W. A., Wijaya, P. Y., & Ida Ayu Putu, W. S. (2023). Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision. Jurnal Ekonomi & Bisnis JAGADITHA, 10(2), 117–124. DOI: https://doi.org/10.22225/jj.10.2.2023.117-124 . Bashir, S., Khwaja, M. G., Rashid, Y., Turi, J. A., & Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. SAGE Open, 10(3). DOI: https://doi.org/10.1177/2158244020953156 . Kim, R. B., & Chao, Y. (2019). Effects of Brand Experience, Brand Image and Brand Trust on Brand Building Process: the Case of Chinese Millennial Generation Consumers. Journal of International Studies, 12(3), 9–21. DOI: https://doi.org/10.14254/2071-8330.2019/12-3/1 . Hakim, Z., Prasetyo, I., & Indrawati, M. (2022). Analisis Brand Image dan Volume Penjualan pada UMKM Gemarikan di Desa Bagorejo Gumukmas Jember. Jurnal Manajerial Bisnis, 5(3), 230–236. DOI: https://doi.org/10.37504/jmb.v5i3.464 . |
Published
2025-09-30
Section
Articles
How to Cite
Selvi, M. J., & Hiong, L. S. (2025). Design Kualitas Electronic Word of Mouth terhadap Kinerja Pemasaran Melalui Brand Image. Jurnal Informatika Ekonomi Bisnis, 7(3), 735-739. https://doi.org/10.37034/infeb.v7i3.1270
 This work is licensed under a Creative Commons Attribution 4.0 International License. |
