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Prefer Profit Alone or Profit Together? The Effect of Word of Mouth (WOM) Referral Types on Product Purchase Intention
Abstract
WOM referral merupakan suatu bentuk komunikasi mengenai produk atau merek, yang ditujukan untuk membagikan informasi mengenai pengalaman konsumsi kepada orang lain yang dikenal. Pengalaman konsumsi yang dibagikan oleh sumber terpercaya dalam WOM referral ini mengarahkan individu pada intensi membeli produk. Adapun intensi membeli tidak terlepas dari faktor kepribadian, seperti trait keterbukaan atau openness to experience yang mengarahkan individu pada kesenangan mencoba hal baru, termasuk produk. Oleh karenanya, penelitian ini bertujuan untuk melihat pengaruh tipe WOM referral terhadap intensi membeli, dengan mengontrol trait openness to experience secara statistik. Penelitian ini merupakan penelitian eksperimental between-subject design, yang dilakukan pada 135 partisipan berusia dewasa muda (20-38 tahun) yang berdomisili di Indonesia. Partisipan terbagi secara acak ke dalam dua kelompok (economic vs. public welfare WOM referral), kemudian diberikan ulasan/rekomendasi yang mencerminkan masing-masing tipe WOM referral, dalam bentuk narasi. Data partisipan dianalisis menggunakan ANCOVA. Hasil analisis menunjukkan bahwa tidak terdapat pengaruh tipe WOM referral terhadap intensi membeli dengan mengontrol trait openness to experience secara statistik. Selain itu, penelitian ini juga memberikan gambaran mengenai alasan-alasan yang mendasari pertimbangan intensi membeli, khususnya yang terkait dengan WOM referral. Berdasarkan hasil penelitian, pelaku usaha dapat mempertimbangkan penggunaan WOM referral sebagai strategi untuk mengembangkan usahanya, baik dengan mode pemasaran diskon ataupun donasi.
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