ANALISIS PENGARUH BRAND CREDIBILITY DAN SOCIAL INFLUENCE SERTA ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN INTENTION PADA PENGGUNA PRODUK MEREK JIMS HONEY DI KOTA SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh brand credibility dan social
influence serta online customer review terhadap purchase decision melalui attitude dan
intention pada pengguna produk merek Jims Honey di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah
125 sampel yang diambil dari pengguna produk merek Jims Honey di Kota Samarinda.
Dalam penelitian ini dilakukan uji instrumen yang terdiri dari uji validitas dan uji
reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit. Berdasarkan
model structural dapat dibuktikan bahwa brand credibility dan online customer review
berpengaruh signifikan terhadap attitude, social influence dan online customer review
berpengaruh signifikan terhadap intention, brand credibility dan social influence
berpengaruh signifikan terhadap purchase decision, attitude berpengaruh signifikan
terhadap intention, attitude dan intention berpengaruh signifikan terhadap purchase
decision, social influence berpengaruh tidak signifikan terhadap attitude, brand
credibility berpengaruh tidak signifikan terhadap intention, dan online customer review
berpengaruh tidak signifikan terhadap purchase decision pada pengguna produk merek
Jims Honey di Kota Samarinda.
Kata Kunci: Brand Credibility, Social Influence, Online Customer Review, Attitude,
Intention, Purchase Decision, Jims Honey, Samarinda
ABSTRACT
This study aims to analyze the influence brand credibility and social influence as well as
online customer reviews on purchase decisions through attitude and intention in users
of Jims Honey brand products in Samarinda City. This study uses a quantitative
approach using path analysis which is processed with IBM AMOS 23 software. The
sample used in this study amounted to 125 samples taken from users of Jims Honey
brand products in Samarinda City. In this study, an instrument test was carried out
consisting of validity and reliability tests, assumption tests using estimation tests and
structural model fit tests. Based on the structural model, it can be proven that brand
credibility and online customer review have a significant effect on attitude, social
influence and online customer review have a significant effect on intention, brand
credibility and social influence have a significant effect on purchase decision, attitude
has a significant effect on intention, attitude and intention have a significant effect on
purchase decision, social influence has an insignificant effect on attitude, brand
credibility has an insignificant effect on intention, and online customer review has an
insignificant effect on purchase decision for users of Jims Honey brand products in
Samarinda City.
Keywords: Brand Credibility, Social Influence, Online Customer Review, Attitude,
Intention, Purchase Decision, Jims Honey, Samarinda