Pengaruh emosi positif dan e-WOM terhadap niat beli produk iPhone dimediasi oleh subjective norm : Studi pada Generasi Z di Kota Malang

INDONESIA:

Perkembangan industri smartphone yang semakin pesat mendorong tingginya persaingan antar merek, khususnya pada produk premium seperti iPhone. Di Indonesia, Generasi Z merupakan kelompok pengguna smartphone yang dominan dan cenderung dipengaruhi oleh faktor emosional, electronic word of mouth (eWOM), serta tekanan sosial dari lingkungan sekitar (subjective norm). Kondisi ini menyebabkan niat beli terhadap iPhone tidak hanya ditentukan oleh aspek fungsional, tetapi juga oleh faktor psikologis dan sosial. Penelitian ini bertujuan untuk menganalisis pengaruh emosi positif dan eWOM terhadap niat beli produk iPhone dengan subjective norm sebagai variabel mediasi pada Generasi Z di Kota Malang.

Penelitian ini menggunakan pendekatan kuantitatif deskriptif. Sampel penelitian berjumlah 140 responden. Teknik pengambilan sampel menggunakan purposive sampling yaitu Generasi Z berusia 13–28 tahun yang berdomisili di Kota Malang dan belum pernah membeli iPhone. Pengumpulan data dilakukan melalui kuesioner daring menggunakan Google Form. Analisis data dilakukan dengan metode Structural Equation Modeling–Partial Least Square (SEM-PLS) menggunakan perangkat lunak SmartPLS versi 3.0 melalui pengujian outer model dan inner model.

Hasil penelitian menunjukkan bahwa emosi positif dan subjective norm berpengaruh positif dan signifikan terhadap niat beli iPhone. Sementara itu, eWOM tidak berpengaruh langsung terhadap niat beli, tetapi berpengaruh signifikan terhadap subjective norm. Selain itu, subjective norm berperan sebagai mediasi parsial pada hubungan emosi positif terhadap niat beli dan sebagai mediasi penuh pada hubungan eWOM terhadap niat beli. Temuan ini menegaskan pentingnya peran faktor sosial dalam membentuk niat beli iPhone pada Generasi Z di Kota Malang

ENGLISH:

The rapid growth of the smartphone industry has intensified competition among brands, particularly in the premium segment such as iPhone. In Indonesia, Generation Z represents a dominant group of smartphone users whose purchasing behavior is strongly influenced by emotional factors, electronic word of mouth (eWOM), and social pressure from their surrounding environment (subjective norm). As a result, purchase intention toward iPhone products is not solely determined by functional attributes, but also by psychological and social considerations. This study aims to analyze the effect of positive emotions and eWOM on purchase intention of iPhone products, with subjective norm serving as a mediating variable among Generation Z in Malang City.

This study employed a descriptive quantitative approach. The research sample consisted of 140 respondents. The sampling technique used was purposive sampling, targeting Generation Z aged 13–28 years who reside in Malang City and have never purchased an iPhone. Data were collected through an online questionnaire using Google Forms. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 3.0, through outer model and inner model testing.

The results indicate that positive emotions and subjective norm have a positive and significant effect on purchase intention toward iPhone products. Meanwhile, eWOM does not have a direct effect on purchase intention, but
significantly influences subjective norm. Furthermore, subjective norm acts as a partial mediator in the relationship between positive emotions and purchase intention, and as a full mediator in the relationship between eWOM and purchase intention. These findings highlight the crucial role of social factors in shaping iPhone purchase intention among Generation Z in Malang City.