Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

MENGUJI PERILAKU KONSUMEN WEARABLE TECHNOLOGY : FAKTOR-FAKTOR PENENTU PURCHASE INTENTION SMARTWATCH DI DKI JAKARTA

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  • Ahmada Amar Albar
Ahmada Amar Albar
S1 Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/aswt9315

Published 2026-08-16

Keywords

  • Social Influence,
  • Product Quality,
  • Electronic Word of Mouth (eWOM),
  • Perceived Value,
  • Purchase Intention,
  • Smartwatch
    • ...More
    Less

How to Cite

MENGUJI PERILAKU KONSUMEN WEARABLE TECHNOLOGY : FAKTOR-FAKTOR PENENTU PURCHASE INTENTION SMARTWATCH DI DKI JAKARTA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/aswt9315

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Influence, Product Quality, Electronic Word of Mouth (eWOM), dan Perceived Value terhadap Purchase Intention pada konsumen smartwatch di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode convenience sampling terhadap 250 responden yang memenuhi kriteria penelitian. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert enam poin. Data penelitian dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Social Influence berpengaruh positif dan signifikan terhadap Perceived Value, tetapi tidak berpengaruh signifikan secara langsung terhadap Purchase Intention. Product Quality berpengaruh positif dan signifikan terhadap Perceived Value dan Purchase Intention. Electronic Word of Mouth (eWOM) juga berpengaruh positif dan signifikan terhadap Perceived Value dan Purchase Intention. Selanjutnya, Perceived Value berpengaruh positif dan signifikan terhadap Purchase Intention. Temuan tersebut menunjukkan bahwa Product Quality, eWOM, dan Perceived Value memiliki peran penting dalam membentuk Purchase Intention konsumen terhadap smartwatch. Sementara itu, Social Influence lebih berperan dalam meningkatkan Perceived Value dibandingkan memberikan pengaruh langsung terhadap Purchase Intention. Hasil penelitian ini memberikan implikasi bagi perusahaan smartwatch untuk meningkatkan kualitas produk, mengoptimalkan eWOM, dan menciptakan nilai yang lebih tinggi bagi konsumen dalam mendukung peningkatan niat pembelian.
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