Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Smartphone (Studi Kasus Iphone pada Apple.Inc)
Abstract
Persaingan antara Smartphone di Indonesia semakin marak. Para produsen Elektronik dalam benuk smartphone di Indonesia berkompetisi untuk menciptakan produk yang berkualitas dan digemari masyarakat. Selain itu mulai banyak perusahaan yang melihat adanya pengaruh dalam World of mouth untuk mengiklankan produknya. Penelitian ini bertujuan untuk menggambarkan adanya pengaruh dalam World of mouth pada pembelian Smarthphone dengan merek Iphone . Pengumpulan data dilakukan dengan observasi dan studi kasus. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan dengan wawancara, observasi dan studi dokumen. Partisipan penelitian berjumlah 3 orang perempuan yang bersedia menjadi partisipan penelitian. Hasil penelitian yang dapat diambil dari penelitian ini, bahwa adanya pengaruh dalam World of mouth dapat meningkatkan respon audience terhadap produk yang di iklankan. Untuk penilaian konsumen tentang minat beli produk Iphone secara umum masuk dalam kategori cukup minat dengan nilai tertinggi pada indikator transaksional terutama pada faktor kegunaan.
Kata Kunci: World Of Mouth, Keputusan Pembelian, Smartphone
References
Ali Hasan. 2010. Marketing.Yogyakarta: Media Presindo
Arikunto. 2006. Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta : PT. Rineka Cipta.
Buchari Alma., 2016 Manajemen Pemasaran dan Pemasaran Jasa. Bandung. Alfabeta
Diputra, A. W., & Yasa, N. N. (2021). The Influence Of Product Quality, Brand Image, Brand Trust On Customer Satisfaction And Loyalty. American International Journal Of Business Management (Aijbm), 4(1)
Joesyiana, Kiki. (2018). “Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee di Pekanbaruâ€. Jurnal Valuta. Vol.4. No.1. ISSN: 2502-1419
Kotler, Keller. (2009). Manajemen Pemasaran. Penerbit Erlangga. Jakarta
Kotler, Philip dan Keller, 2007, Manajemen Pemasaran, Jilid I, Edisi Kedua belas, PT. Indeks, Jakarta.
Kotler, Philip dan Kevin Lane Keller (2009), Manajemen Pemasaran, Edisi 13. Jakarta.
Nazir, Moh. (2014). Metode Penelitian. Bogor: Ghalia Indonesia.
Putu Inten Rumini, N. L., & Ketut Sri Budarsa, I. G. (2017). Blind Loyality Pengguna iPhone. Forum Manajemen, 15(1), 53–67.
Setyawati, Z., & Kustanti, E. R. (2021). Hubungan Antara Religiusitas Dalam Perspektif Islam Dengan Altruisme Pada Siswa SMA Ky Ageng Giri. Jurnal EMPATI, 10(3), 194-200
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabet.
Afandi, A. (2021). MENTORING PROGRAM: Empowerment and Human Resources Development. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 87-94.
Andreas, D. (2022). EMPLOYEE PERFORMANCE: The Effect Of Motivation And Job Satisfaction. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 28-35.
Anggranei, F. N. (2020). Realitas Kompetensi Guru Pasca Sertifikasi. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 3(4), 331-340.
Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-50.
Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.
Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.
Jayanti, L. (2022). Socialization Of Financial Literacy During The Covid-19 Pandemic In South Tanggerang MSME Gallery. Jurnal PKM Manajemen Bisnis, 2(1), 34-43.
Novitasari, A., & Yulizar, Y. (2023). Company Value Disclosure Based on Fundamental Analysis of Energy Companies in Indonesia. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 65-73.
Anggraini, F. N. (2022). PERFORMANCE: Self, Management, and Organizational Social Perspectives. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 1-9.
Nurbaeti, S. (2022). Significance of the Influence of Leadership Model, Morale, and Satisfaction on Performance Consistency. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 10-18.
Nuriadi, N. (2021). The Effectiveness Of Application Of Marketing Strategies In Private Higher Education. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 104-113.
Nurlaila, P. (2022). PERFORMANCE MODEL: Satisfaction, Commitment and Reward Based. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 19-26.
Pambudi, R. F., & Kustini, E. (2023). BUSINESS DIGITALIZATION TRAINING: Optimization of Digital Business Opportunities and Advantages. Jurnal PKM Manajemen Bisnis, 3(1), 14-22.
Rahman, A. (2023). Professional Work Model in Terms of Standard Operating Procedures, Intelligence, Rules and Ethics. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 74-85.
Sari, E. N. (2021). Concept Of Small And Medium Entrepreneurs In Customer Oriented Islam. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 123-131.
Anggraeni, F. N. (2020). Survey Motivasi Kerja Driver Ojek Online Grab. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(3), 251-260.
Solahudin, M. (2022). PREDICTING THE INCREASE OF COMPANY VALUE BASED ON PROFIT AND DEBT GOVERNANCE POLICIES: A Case Study on Indonesian Automotive Companies. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(3), 123-131.
Wulandari, D. (2022). Customer Satisfaction as a Priority in Excellent Banking Services. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 27-34.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
