BAB V SIMPULAN SARAN
94
Universitas Kristen Maranatha
5.4. Saran
Saran bagi akademisi 1.
Penelitian selanjutnya sebaiknya mengambil sampel yang tidak terpatok hanya pada satu produk saja. Agar dapat dilihat secara lebih jelas
pengaruh dari setiap variabel yang diuji.
2. Penelitian selanjutnya sebaiknya menggunakan produk yang lebih
terkenal terkait dengan brand image produk tersebut di benak konsumen.
3. Penelitian selanjutnya sebaiknya diberikan tambahan penjelasan
mengenai istilah yang mungkin kurang umum dan kurang dipahami oleh
responden pada kuesioner yang dibagikan.
4. Selama melakukan penelitian dengan menyebarkan kuesioner, peneliti
mengalami kendala dalam mencari responden yang sesuai dengan kriteria dan responden yang mengisi kuesioner dengan benar. Hal ini perlu
diperhatikan untuk penelitian selanjutnya, karena hasil jawaban kuesioner
yang diperoleh akan mempengaruhi hasil penelitian ini.
5. Penelitian selanjutnya sebaiknya menambahkan faktor-faktor lain yang
dapat mempengaruhi minat beli, seperti: kualitas produk, brand image, pengetahuan produk product knowledge, electronic word of mouth, dan
faktor kepercayaan.
Saran bagi praktisi 1.
Sebaiknya perusahaan King Thai Tea dalam tahap yang sedang berkembang, melakukan strategi branding yang mengacu pada customer
relationship. Mengingat produk King Thai Tea tergolong produk
BAB V SIMPULAN SARAN
95
Universitas Kristen Maranatha
cenvenience goods yang dibeli dengan segera dan usaha minimum, maka yang dapat menjadi jaminan agar selalu ada minat beli konsumen atau
minat beli ulang di masa depan, maka King Thai Tea dapat melakukan maintenance pada konsumennya melalui customer relationship
management. 2.
Sebaiknya perusahaan King Thai Tea dalam menciptakan brand image produknya lebih menjaga konsistensi dalam pelabelan. Bila brand produk
minuman King Thai Tea dapat dikenali melalui labelnya, sebaiknya produk minuman King Thai Tea yang dipasarkan lewat Yogya Express
dengan kemasan gelas diberikan label pada gelasnya, bukan hanya pada mesin minumannya saja. Hal ini dikarenakan jarangnya konsumen
memperhatikan label pada mesin minuman, dan banyak konsumen yang hanya mengenali brand King Thai Tea bila sudah meminumnya dalam
kemasan botol. Sehingga pergeseran brand King Thai Tea menjadi “Thai Tea Yogya” dapat diperbaiki.
3. Dari segi promosi melalui e-WOM di media sosial, perusahaan King Thai
Tea masih kurang dalam jumlah follower dan peningkatan jumlah follower agak lambat. Mengingat follower pada media sosial merupakan
indikasi penting bagi popularitas produk minuman King Thai Tea dan indikasi banyaknya prospek atau calon konsumen. Maka produk minuman
King Thai Tea dalam promosinya dengan menggunakan e-WOM, sebaiknya meningkatkan jumlah follower aktif dengan membangun
reputasi, memberikan manfaat dan tidak hanya berjualan, bergabung dengan komunitas, dan memasarkan produk minuman King Thai Tea
BAB V SIMPULAN SARAN
96
Universitas Kristen Maranatha
dengan cara yang unik. Sehingga hal ini dapat memicu peningkatan komunikasi e-WOM produk minuman King Thai Tea dan memberikan
efek nyata dalam minat beli konsumen para reader.
Universitas Kristen Maranatha
DAFTAR PUSTAKA
Adjei, M.T., Noble, S.M. Noble, C.H. 2009. The Influence of C2C Communications in Online Brand Communities on Customer Purchase
Behavior. Journal of the Academy of Marketing Science, Vol.38 No.5, pp.634-53.
Anderson, E.W. 1998. Customer Satisfaction and Word-of-Mouth, Journal of Service Research, Vol.1 No.1, pp.1-14.
Arndt, J. 1967. Word-of-Mouth Advertising and of Informal Communication in Cox, F. Ed., Risk Taking and Information Handling in Consumer
Behaviour. Harvard University Press. Cambridge, MA, pp. 188-239. Assael, H. 1992. Consumer Behavior and Marketing Action, PWS-KENT
Publishing Company. Azwar, A. 1987. Metodologi Penelitian. PT. Binarupa Aksara. Jakarta.
Berger, L.A. 1988. Word-of-Mouth reputations in auto insurance markets. Journal of Economic Behavior Organization, Vol.10 No.2, pp.225-
234. Bickart, B. Schindler, R.M. 2001. Internet Forums as Influential Sources
of Consumer Information. Journal of Interactive Marketing, Vol.15 No.3, pp.31-40.
Biehal Chakravarti. 2006. Information Accessibility as a Moderator of Consumer Choice. Journal of Consumer Research, Vol.10, pp.1-14.
Brand Science Institute 2005. First International Word of Mouth Marketing Conference. Brand Science Institute, Hamburg.
Bruhn, M., Schoenmueller, V., Schafer, D.B. 2012. Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?
Management Research Review, Vol.35 No.9, pp.770-790. Burnkrant, R.E. Cousineau, A. 1975. Informational and Normative Social
Influence on Buyer Behavior. Journal of Consumer Research, Vol.2 No.3, pp.206-215.
Universitas Kristen Maranatha
Callebaut, J. et al. 1994. The Naked Consumer: The Secret of Motivational Research In Global Marketing. Censudiam Institute, Antwerp.
Belgium. Chatterjee, P. 2001. Online Reviews: Do Consumers Use Them? Advances in
Consumer Research, Vol.28 No.1, pp.129-33. Chen, Y., Liu, F., Fang, C.H., Lin, T.M.Y. 2012. Understanding The
Effectiveness of Word-of-Mouth: An Elasticity Perspective. Journal of Research in Interactive Marketing, Vol.7 No.1, pp. 57-77.
Chevalier, J.A. Mayzlin, D. 2006. The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, Vol.43 No.3,
pp.345-354. DeCarlo, T.E., Laczniak, R.N., Motley, C.M. Ramaswami, S. 2007.
Influence of Image and Familiarity on Consumer Response to Negative Word-of-Mouth Communication About Retail Entities. Journal of
Marketing Theory and Practice, Vol.15 No.1, pp.41-51. Dichter, E. 1966. How Word-of-Mouth Advertising Works. Harvard
Business Review, Vol.44 No.6, pp.147-166. Duan, W., Gu, B. Whinston, A.B. 2008. Do Online Reviews Matter? An
Empirical Investigation of Panel Data. Decision Support Systems, Vol.45 No.4, pp.1007-16.
Foux, G. 2006. Consumer-Generated Media: Get Your Customers Involved. Brand Strategy, No.202, pp.38-9.
Goyette, I., Ricard, L., Bergeron, J., Marticotte, F. 2010. E-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian
Journal of Administrative Sciences. Ghozali, I. 2013. Aplikasi Analisis Multivariate Dengan Program IBM SPSS
21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro. Griffin, R.W., Ronald, J.E. 2005. Bisnis, Edisi Ketujuh, PT Indeks,
Jakarta. Hanna, N. Wozniak, R. 2001. Consumer Behavior: An Applied Approach
3
rd
ed. New Jersey: Addison Wesley Publishing Company.
Universitas Kristen Maranatha
Hartono, J. 2011. Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-Pengalaman. Yogyakarta: BPFE.
Hasan, S.A., Subhani, M.I., Osman, A. 2012. Effect of Trust Factors on Consumers Acceptance of Word of Mouth Recommendation.
European Journal of Social Science EJSS. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. Gremler, D.D. 2004.
Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?
Journal of Interactive Marketing, Vol.18 No.1, pp.38-52. Hernández, A., Küster, I., Vila, N. Trinidad, J. 2012. Influencia Del
Intercambio de Experiencias eC2C en Las Actitud Hacia La Marca en Las Redes Sociales, XXII Jornadas Luso Españolas de Gestión
Científica, Vila Real. Herr, P.M., Kardes, F.R. Kim, J. 1991. Effects of Word-of-Mouth and
Product-Attribute Information on Persuasion: An Accessibility Diagnosticity Perspective. Journal of Consumer Research, Vol.17
No.4, pp.454-62. Jacoby, J. 2002. Stimulus-Organism-Response Reconsidered: An
Evolutionary Step in Modeling Consumer Behavior. Journal of Consumer Psychology, 12 1, pp. 51-57.
Jalilvand, M.R. Samiei, N. 2012, The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the
Automobile Industry in Iran, Marketing Intelligence Planning. Vol.30 No.4, pp.460-476.
Jolson, M.A. Bushman, F.A. 1978. Third-Party Consumer Information Systems: The Case of The Food Critic. Journal of Retailing, Vol.54
No.4, pp.63-79. Katz, E. Lazarsfeld, P.F. 1955. Personal Influence: The Part Played by
People in The Flow of Mass Communications, Transaction Publishers, Piscataway, NJ.
Universitas Kristen Maranatha
Kiecker, P. Cowles, D.L. 2001. Interpersonal Communication and Personal Influence on The Internet: A Framework for Examining
Online Word-of-Mouth. Internet Applications in Euromarketing, Vol.11 No.2, pp.71-88.
Kilby, N. 2007. Market Shift Opens Door to Word of Mouth. Marketing Week, Vol.30 No.38, p. 12.
Kotler, P., Keller, Kevin, L. 2009. Marketing Management. Thirteenth Editiion. Jakarta. Erlangga.
Lamb, C.W., Hair, J.F., McDaniel, C. 2001. Pemasaran Edisi 1. Jakarta: Salemba Empat.
Lamb, C.W., Hair, J.F., McDaniel, C. 2001. Pemasaran Edisi 2. Jakarta: Salemba Empat.
Laroche Zhou, 1996. Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context,
Business Research, 37, 1996, 115-120. Mangold, W.G. Faulds, D.J. 2009. Social Media: The New Hybrid
Element of The Promotion Mix. Business Horizons, Vol.52 No.4, pp.357-65.
Martinez, E. Pina, J.M. 2003. The Negative Impact of Brand Extensions on Parent Brand Image. Journal of Product Brand Mangement, Vol.12
No.7, pp.432-448. Mayzlin, D. 2006. Promotional Chat on The Internet. Marketing Science,
Vol.25 No.2, pp. 155-63. Morissan, M.A. 2010. Periklanan: Komunikasi Pemasaran Terpadu Edisi 1.
Jakarta: Kencana. Neelotpaul, B. 2010. A Study on Interactivity and Online Branding,
Advances in Management, 33, 13-17. Peter, J.P., Olson, J.C. 1999. Consumer Beahavior: Perilaku Konsumen dan
Strategi Pemasaran Edisi 4. Jakarta: Erlangga. Rangkuti, F. 2011. Marketing Strategy Competitive Positioning. Jakarta:
Gramedia.
Universitas Kristen Maranatha
Schindler, C. 2006. Business Research Method Ninth Edition. Singapore: Mc Graw Hill.
Sekaran, U. 2006. Metode Penelitian untuk Bisnis Buku 2 Edisi 4. Jakarta: Salemba Empat.
Sen, S. Lerman, D. 2007. Why are You Telling Me This? An Examination Into Negative Consumer Reviews on The Web. Journal of Interactive
Marketing, Vol.21 No.4, pp.76-94. Smith, R.E. Vogt, C.A. 1995. The Effect of Integrating Advertising and
Negative Word-of-Mouth Communications on Message Processing and Response. Journal of Consumer Psychology, Vol 4 No.2, pp.133-51.
Sugiyono. 2012. Metode Penelitian Bisnis. Bandung: Alfabeta. Suliyanto. 2009. Metode Riset Bisnis. Yogyakarta: Andi.
Sutisna. 2001. Perilaku Konsumen Komunikasi Pemasaran. Bandung: PT Remaja Rosdakarya.
Sweeney, J.C., Soutar, G.N. Mazzarol, T. 2008. Factors Influencing Word of Mouth Effectiveness: Receiver Perspectives. European
Journal of Marketing, Vol.42 Nos 34, pp.344-64. Sweeney, J.C., Soutar, G.N. Mazzarol, T. 2008. Word of Mouth:
Measuring the Power of Individual Messages. European Journal of Marketing Vol.46 No.12, 2012, pp. 237-257
Tariq, M.I., Nawaz, M.R., Nawaz, M.M., Butt, H.A. 2013. Customer Perceptions About Branding and Purchase Intention: A Study of FMCG
in an Emerging Market. Journal of Basic and Applied Scientific Research.
Tjiptono, F. 2008. Strategi Pemasaran.Yogyakarta: Andi. Tsiotsou, R. 2005. Perceived Quality Levels and Their Relation to
Involvement, Satisfaction, and Purchase Intention, Marketing Bulletin, 164, 1-10.
Vila, N. Küster, I. 2011. Consumer Feelings and Behaviors Towards Well Designed Websites, Information Management, 4845, 166-167.
Universitas Kristen Maranatha
Wee, C.H., Lim, S.L. Lwin, M. 1995. Word-of-mouth communication in Singapore: with focus on effects of message-sidedness, source, and
user-type. Asia Pacific Journal of Marketing and Logistics, Vol.7 No.12, pp.5-36.
Weinberger, M.G. Dillon, W.R. 1980. The Effect of Unfavorable Product Rating Information. Advances in Consumer Research, Vol.7 No.1,
pp.528-32. Wood, M. 2012. Marketing Social Marketing. Journal of Social Marketing,
Vol.2 No.2, pp.94-102 Xia, L. Bechwati, N.N. 2008. Word of Mouth: The Role of Cognitive
Personalization in Online Consumer Reviews. Journal of Interactive Advertising, Vol.9 No.1, pp.108-28.
Yang, K.C. 2005 . Consumers’ Attitudes Toward Regulation of Internet
Auction Sites: A Third-Person Effect Perspective. Internet Research, 154:359-377.
Yoo, B. Donthu, N. 2001. Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research,
Vol.52 No.1, pp.1-14. Zhang, J. Daugherty, T. 2009. Third-Person Effect and Social Networking:
Implications for
Online Marketing
and Word-of-Mouth
Communication. American Journal, Vol.24, No.2. Zhang, R. Tran, T. 2009. Helping E-Commerce Consumers Make Good
Purchase Decisions: A User Reviews-Based Approach. In Babin, G., Kropf, P. and Weiss, M. Eds, E-technologies: Innovation in an Open
World, Springer, Berlin, pp. 1-11. Zeithaml, V., Berry, L.L. Parasuraman, A. 1996. The Behavioral
Consequences of Service Quality. Journal of Marketing, Vol.60, pp.31- 46.
Zhu, F. Zhang, X. 2010. Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics.
Journal of Marketing, Vol.74 No.2, pp.133-48.
Universitas Kristen Maranatha
http:swa.co.idyoungsterincsukses-dianta-dan-ryanda-jualan-air-teh- khasthailand
http:nyataindonesiaku.comking-thai-tea-unggulkan-sistem-self-service http:wwwgreatygrey.comartikelkelebihan-daun-teh-thailand