PENGARUH E-WOM NEGATIF TERHADAP MINAT BELI PADA KONSUMEN PIZZA HUT YANG DIMEDIASI VARIABEL CITRA MEREK

Muhammad Ukasyah, - and Syti Sarah Maesaroh, - and Rangga Gelar Guntara, - (2025) PENGARUH E-WOM NEGATIF TERHADAP MINAT BELI PADA KONSUMEN PIZZA HUT YANG DIMEDIASI VARIABEL CITRA MEREK. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini mengkaji pengaruh e-WOM negatif terhadap minat beli konsumen Pizza Hut, dengan citra merek sebagai variabel mediasi. E-WOM negatif mengenai isu boikot yang masif di media sosial menjadi perhatian utama karena berpotensi merusak citra merek dan menurunkan minat beli. Menggunakan pendekatan kuantitatif dengan survei terhadap 209 responden yang berusia di atas 17 tahun, hasil studi menunjukkan bahwa e-WOM negatif secara signifikan berpengaruh terhadap minat beli dan citra merek Pizza Hut. Di sisi lain, citra merek terbukti memiliki pengaruh signifikan terhadap minat beli. Namun, analisis mediasi mengungkapkan bahwa citra merek secara signifikan memediasi hubungan antara e-WOM negatif dan minat beli. Implikasi studi ini menekankan urgensi bagi perusahaan untuk responsif terhadap isu boikot dan mengelola komunikasi secara transparan, serta memperkuat citra merek melalui kampanye strategis, peningkatan kualitas produk, dan pembangunan basis konsumen loyal guna memitigasi dampak e-WOM negatif dan mempertahankan minat beli di era digital. This study examines the influence of negative e-WOM on Pizza Hut consumers' purchase intention, with brand image as a mediating variable. The widespread boycott issues on social media are a primary concern due to their potential to damage brand image and reduce purchase intention. Using a quantitative approach with a survey of 209 respondents aged over 17, the study results indicate that negative e-WOM significantly negatively affects both Pizza Hut's purchase intention and brand image. Negative reviews and opinions disseminated via social media decrease consumer trust and form a less favorable brand perception. On the other hand, brand image is proven to have a significant positive influence on purchase intention. However, mediation analysis reveals that brand image significantly mediate the relationship between negative e-WOM and purchase intention. The implications of this study emphasize the urgency for companies to respond proactively to boycott issues and manage communications transparently, as well as strengthen their brand image through strategic campaigns, product quality improvement, and the cultivation of a loyal consumer base to mitigate the adverse impact of negative e-WOM and maintain purchase intention in the digital era

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=2 ID SINTA Dosen Pembimbing: Syiti Sarah Maesaroh: 6681118 Rangga Gelar Guntara: 738149
Uncontrolled Keywords:	e-WOM Negatif, Citra Merek, Minat Beli, Pizza Hut Negative e-WOM, Purhcase Intention, Brand image, Pizza Hut
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Muhammad Ukasyah
Date Deposited:	09 Sep 2025 08:42
Last Modified:	09 Sep 2025 08:42
URI:	http://repository.upi.edu/id/eprint/136817

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