Komunikasi Word Of Mouth dan Keputusan Pembelian Batik Bangkalan

Raniawati Rachman, Totok Wahyu Abadi

Abstract


This research aims to examines the influence word of mouth communication, brand awareness, and community reception on buying decision of Batik Bangkalan using word of mouth communication, reception, and consumer behavior theory. This research has been done in Bangkalan Regency to 100 visitors of batik centers as respondents. Data were collected by questionnaires and analyzed by using multiple linear regression based on SPSS V21.0. The result shows that buying decision of Batik Bangkalan (Y) is influenced simultaneously by word of mouth communication (X1), brand awareness (X2), and public receptions (X3). The influence of three variables on buying decision has been indicated by determinant coefficient (R²) 60.7%. The most influential factors in buying decision of Batik Bangkalan Batik is brand awareness and public reception, while word of mouth communication did not influence on buying decision. It happens because X1 variable only to discuss, promote, and recommend. It does not reach level of persuading, inviting, and encouraging people to buy batik Bangkalan.


Keywords


word of mouth communication, awareness brand, and buying decision

References


Anam. (2016). “Disperindag Bangkalan Optimis Sambut MEA dan Undang Investor Tekstil.” (On Line). http://suaraindonesia-news.com/disperindag-Bangkalan-optimis-sambut-mea-dan-undang-investor-tekstil/, diakses pada tanggal 20 Juli 2016

Ariyan, H. (2012). Pengaruh brand awareness dan kepercayaan konsumen atas merek terhadap keputusan pembelian ulang minuman Aqua di Kota Padang. Padang: Jurnal Fakulas Ekonomi. Universitas Negeri Padang

Durianto, D., Sugiarto, T. S. (2004). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama

Fatima, Siti. (2014). Pengaruh Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, dan Loyalitas Merek Terhadap Keputusan Pembelian Pelembab Wardah Pada Konsumen Al Yasini Mart Wonorejo. http://jurnal.yudharta.ac.id/ diunduh 9 Maret 2016.

Firdaus, F.F. (2012). Pengaruh Kesadaran Merek, Persepsi Kualitas, dan Promosi Periklanan Terhadap Keputusan Pembelian Handphone Samsung. Semarang: Universitas Diponegoro.

Hasibuan, S.C. (2012). Analisis Pengaruh Kesadaran Merek, Persepsi Kualitas, dan Harga Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha.

Huda, N. (2012). “Pengaruh Brand Image Terhadap Keputusan Pembelian Motor Scuter Matic Yamaha di Makassar”. Makassar: Universitas Hasanuddin Makassar

Kotler,P dan Garry A. (1998). Dasar-Dasar Pemasaran. Jakarta: Prenhallinda

Kotler, P. (2002). Manajemen Pemasaran. Jakarta: Penerbit Erlangga

Kurnia, M, dkk. (2015). Pengaruh Word of Mouth Communication Terhadap Keputusan Pembelian Konsumen UMKM Di Area Wisata Kuliner Badaan Kota Magelang. Magelang: Jurnal Fakultas Ekonomi. Universitas Muhammadiyah Magelang

Lembang, R. D. (2010). Analisis Pengaruh Kualitas Produk, Harga, Promosi, dan Cuaca Terhadap Keputusan Pembelian Teh Siap Minum dalam Kemasan Merek Teh Botol Sosro. Semarang: Skripsi Fakultas Ekonomi Undip

Miftakh,I.J. (2013). Pengaruh Kesadaran Merek, Persepsi, Kualitas, dan Loyalitas Merek Terhadap Keputusan Pembelian Handphone Blackberry. Semarang: Semarang: Universitas Diponegoro. Publikasi online.

Rachman, R. (2015). “Ekuitas Merek Batik Bangkalan dan Resepsi Masyarakat Madura.” dalam KANAL (Jurnal Ilmu Komunikasi). Vol.4. No.1 September 2015. Hal: 45-62. ojs.umsida.ac.id

Rangkuti, F. (2010). Spriritual Leadership in Business, Jakarta: PT. Gramedia Pustaka Utama

Rochmaniah, A, dkk. (2015). “Society Reception on the Marine Ecotourism in Minneapolitan Region of Sidoarjo District.”dalam Asian Journal of Humanities and Social Studies. Vol.3. No.5 October 2015. P 433-439. ajhss@ajouronline.com

Rusnani dan Isnani Y. (2014). “Strategi Pemasaran Batik Madura Dalam Menghadapi Pemasaran Global” dalam PERFORMANCE (Jurnal Bisnis dan Akuntansi). Volume IV, No.2, September 2014.

Sabti, F. (2014). Novel dan Penerimaan Pesan Khalayak. Surakarta: Jurnal FISIP Universitas Sebelas Maret Surakarta

Shimp, T.A. (2003). Periklanan Promosi. Jakarta: Erlangga

Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: Rosda.

Wahyono, B. (2012). “Pengertian Komunikasi Word of Mouth (WOM).” (On Line). http://www.pendidikanekonomi.com/2012/07/pengertian-komunikasi-word-of-mouth-wom.html, diakses pada tanggal 16 Februari 2016

Website Kementerian Perindustrian Republik Indonesia. (2012). “Indonesia Impor Batik Senilai Rp. 285 Miliar.” (On Line). http://www.kemenperin.go.id/artikel/5715/2012,-Indonesia-Impor-Batik-Senilai-Rp-285-Miliar, diakses pada tanggal 20 Juli 2016.


Refbacks

  • There are currently no refbacks.


Jurnal ASPIKOM indexed by:
 
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.