PENGARUH ADVERTISING ATTRACTIVENESS DAN WORD OF MOUTH TERHADAP PURCHASE INTENTION DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Erigo Kota Bandar Lampung)

ADETAMA, YOGA SYAHPUTRA (2023) PENGARUH ADVERTISING ATTRACTIVENESS DAN WORD OF MOUTH TERHADAP PURCHASE INTENTION DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Erigo Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilatar belakangi pesatnya perkembangan zaman mengakibatkan persaingan bisnis brand di Indonesia salah satunya yaitu erigo. Permasalahannya ada pada diminat beli para konsumen, kenapa erigo sampai menjadi top 1 brand seindonesia dibanding dengan brand-brand pesaing lainnya, apakah mereka membeli karena tertarik dengan iklan yg ditampilkan erigo atau rekomendasi dari seseorang yg ada disekitar mereka, karna erigo mengusung iklan dengan mengendorsekan ke celebriti-celebriti yg memungkinkan membuat tertarik seseorang untuk membeli barang tersebut. Rumusan masalah dalam penelitian ini adalah Apakah advertising attractivness dan word of mouth berpengaruh terhadap purchase intention dan serta pandangan dalam perspektif bisnis islam pada brand erigo dikota Bandar Lampung. Penelitian ini bertujuan untuk memahami apakah advertising attractiveness, word of mouth berpengaruh terhadap purchase intention serta pandangan dalam perspektif bisnis islam pada konsumen erigo dikota bandar lampung. Jenis penelitian ini merupakan penelitian kuantitatif. Populasi pada penelitian ini sebanyak 100 orang yang pernah berbelanja dierigo. Teknik pengumpulan data dalam penelitian ini menggunakan data primer dan data sekunder. Data primer didapatkan melalui penyebaran kuesioner dan observasi, sedangkan data sekunder didapatkan melalui dokumen-dokumen yang menunjang penelitian ini. Hasil penelitian ini menunjukan bahwa advertising attractiveness berpengaruh secara positif dan signifikan terhadap purchase intentionpada konsumen erigo dikota bandar lampung. Variabel word of mouth secara positif dan signifikan terhadap purchase intentionpada konsumen erigo dikota bandar lampung. Sementara itu dalam perspektif bisnis islam, pihak brand erigo sudah menyediakan fasilitas, kenyamanan, pelayanan dengan prinsip bisnis islam yaitu prinsip cutomer oriented dan prinsip transparansi. Kata kunci : Advertising Atrractiveness, Word of Mouth, Purchase Intention. ABSTRACT This research is motivated by the rapid development of the times resulting in brand business competition in Indonesia, one of which is Erigo. The problem is consumers' buying interest, why did Erigo become the top 1 brand in Indonesia compared to other competing brands, did they buy because they were interested in the advertisement displayed by Erigo or a recommendation from someone around them, because Erigo carried the advertisement by endorsing it? celebrities who might make someone interested in buying the item. The formulation of the problem in this research is whether advertising attractiveness and word of mouth influence purchase intention and views from an Islamic business perspective on the Erigo brand in the city of Bandar Lampung. This research aims to understand whether advertising attractiveness, word of mouth influence purchase intention and views from an Islamic business perspective among Erigo consumers in the city of Bandar Lampung. This type of research is a quantitative research. The population in this study were 100 people who had shopped dierigo. Data collection techniques in this study used primary data and secondary data. Primary data was obtained through distributing questionnaires and observations, while secondary data was obtained through documents that support this research. The results of this study indicate that advertising attractiveness has a positive and significant effect on purchase intention for erigo consumers in the city of Bandar Lampung. The word of mouth variable has a positive and significant impact on purchase intention of Erigo consumers in the city of Bandar Lampung. Meanwhile, in an Islamic business perspective, the Erigo brand has provided facilities, comfort, services with Islamic business principles, namely customer-oriented principles and transparency principles. Keywords : Advertising Atrractiveness, Word of Mouth, Purchase Intention.

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