PENGARUH RECEIVED NEGATIVE ELECTRONIC WORD-OF-MOUTH TERHADAP SHARE NEGATIVE E-WOM MELALUI RESISTANCE TO INNOVATION PADA PENGGUNA SMARTPHONE
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh received negative electronic word-of-mouth terhadap share negative electronic word-of-mouth dengan memasukkan consumer resistance to innovation sebagai variabel mediasi dalam konteks adopsi smartphone. Perkembangan teknologi digital telah meningkatkan intensitas interaksi konsumen di berbagai platform online, sehingga ulasan negatif mengenai smartphone semakin mudah tersebar dan berpotensi mempengaruhi persepsi serta keputusan konsumen. Pendekatan kuantitatif digunakan dalam penelitian ini melalui penyebaran kuesioner kepada pengguna smartphone di Indonesia, dengan 198 kuesioner yang dinyatakan layak untuk diolah. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbantuan AMOS, mencakup uji validitas, reliabilitas, goodness of fit, serta pengujian efek mediasi melalui Sobel test. Hasil penelitian menunjukkan bahwa received negative e-WOM berpengaruh positif dan signifikan terhadap consumer resistance to innovation, dan bahwa resistensi inovasi tersebut selanjutnya berpengaruh positif terhadap kecenderungan konsumen untuk membagikan kembali informasi negatif (share negative e-WOM). Selain itu, ditemukan bahwa consumer resistance to innovation berperan sebagai mediator yang signifikan dalam hubungan antara received negative e-WOM dan share negative e-WOM, sehingga pengaruh tidak langsung dalam model terbukti signifikan. Temuan ini menunjukkan bahwa paparan informasi negatif tidak hanya membentuk persepsi risiko dan resistensi terhadap inovasi smartphone, tetapi juga mendorong konsumen untuk turut menyebarkan ulasan negatif tersebut. Penelitian ini memberikan kontribusi teoretis dalam memperluas pemahaman mengenai dinamika e-WOM negatif dan resistensi inovasi, serta memberikan implikasi praktis bagi perusahaan smartphone untuk merancang strategi pengelolaan informasi negatif, meminimalkan resistensi konsumen, dan mencegah penyebaran e-WOM negatif yang dapat merugikan reputasi merek.
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