Analisis Pengaruh Electronic Word Of Mouth, Brand Image Dan Brand Loyalty Terhadap Purchase Intention Corkcicle
Abstract
Corkcicle, sebagai tumbler premium, kian populer karena merepresentasikan gaya hidup modern dan kepedulian
terhadap produk berkelanjutan. Meski dikenal luas di media sosial dan diasosiasikan dengan tren urban, pangsa
pasarnya di Indonesia masih kalah dibandingkan kompetitor utama. Tujuan dari penelitian ini adalah untuk mengkaji
pengaruh electronic-word-of-mouth (eWOM), citra merek, serta loyalitas merek terhadap niat pembelian produk
Corkcicle. Data dikumpulkan melalui survei online pada konsumen yang pernah membeli atau menggunakan produk
ini, yang kemudian dianalisis dengan regresi linier berganda. Hasil penelitian menyatakan eWOM, brand image, dan
brand loyalty secara signifikan dan positif memengaruhi minat beli, dengan eWOM sebagai faktor paling dominan.
Temuan ini juga menunjukkan bahwa semakin positif persepsi konsumen terhadap informasi yang beredar secara
digital, semakin tinggi pula kemungkinan mereka untuk mempertimbangkan dan membeli produk tersebut. Selain itu,
loyalitas merek terbukti berperan dalam menjaga keberlangsungan hubungan jangka panjang antara konsumen dan
merek. Citra merek yang kuat juga berkontribusi dalam membentuk persepsi positif terhadap kualitas dan nilai
simbolik produk, yang pada akhirnya mendorong niat beli. Secara praktis, hasil ini dapat menjadi acuan bagi pelaku
industri untuk memperkuat strategi pemasaran berbasis eWOM, citra merek, dan loyalitas merek.
Kata Kunci- eWOM, citra merek, loyalitas merek, minat beli, Corkcicle
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