Online Counseling Services: The Role of Opinion Leaders in Purchase Intentions

Marieta Vania Wellyan, Desak Nyoman Arista Retno Dewi

Abstract


The declining mental health condition due to the Covid-19 pandemic raises the need for counseling. The pandemic situation and the era of digitalization have encouraged the re-emergence of online counseling services know as e-counseling. The limitations of the online counseling process do not reduce consumers' intention to use this service. Intention to use e-counseling services can be determined by positive thoughts and perceptions of the information provided by individuals or organizations who have credibility and can be trusted (opinion leaders) regarding the quality of services offered. This study aims to analyze the relationship between the perception of opinion leaders and purchase intentions on e-counseling services. This research is a quantitative research with purposive sampling technique. Data from 101 research subjects were processed using Kendall's Tau B non-parametric statistics. A significant value of 0.000 (p <0.05) indicates there is a positive relationship between perceptions of opinion leaders and purchase intention with an effective contribution of 33.5%.

Kondisi kesehatan mental yang menurun akibat pandemi Covid-19 memunculkan kebutuhan melakukan konseling. Situasi pandemi dan era digitalisasi mendorong munculnya kembali jasa konseling secara online yang dikenal dengan e-counseling. Keterbatasan proses konseling yang dilakukan secara online tidak menurunkan niat konsumen untuk menggunakan jasa ini (purchase intention). Niat menggunakan jasa konseling online dapat ditentukan oleh pemikiran dan persepsi yang positif atas informasi yang diberikan oleh individu atau organisasi yang memiliki kredibilitas dan dapat dipercaya (opinion leader) mengenai kualitas jasa yang ditawarkan. Penelitian ini bertujuan menganalisa hubungan persepsi terhadap opinion leader dan purchase intention pada jasa konseling online. Penelitian ini merupakan penelitian kuantitatif dengan teknik pengambilan sampel purposive sampling. Data dari 101 subyek penelitian diolah menggunakan statistik non-parametrik Kendall’s Tau B. Nilai signifikan sebesar 0,000 (p <0,05) menunjukkan ada hubungan positif antara persepsi terhadap opinion leader dan purchase intention dengan sumbangan efektif sebesar 33,5%.


Keywords


Purchase intention, opinion leader, e-counselling services

Full Text:

FULL TEXT

References


Agung, B. (2020). Layanan konseling digital kian dibutuhkan di masa pandemi.

Arshada, M. S., & Aslam, T. (2015). The Impact of Advertisement on Consumer’s Purchase Intentions. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2636927

Bergström, A., & Jervelycke Belfrage, M. (2018). News in Social Media: Incidental consumption and the role of opinion leaders. Digital Journalism, 6(5), 583–598. https://doi.org/10.1080/21670811.2018.1423625

Clow, K. ., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8th ed.). Pearson, Inc.

Démuth, A. (2012). Perception Theories. In Applications of Case Study Research (Issue 4).

Duniawati, D. S., Muksin, U., & Lukman, D. (2020). Model Konseling Online Ibunda. Id. Jurnal Bimbingan, Penyuluhanm Konseling, Dan Psikoterapi Islam, 8(1), 1–18. https://doi.org/10.15575/irsyad.v8i1.1620

Gunawan, A., Semuel, H., & Dharmayanti, D. (2013). ANALISIS PENGARUH STORE NAME, BRAND NAME DAN PRICE DISCOUNTS TERHADAP PURCHASE INTENTION KONSUMEN INFNITE TUNJUNGAN PLAZA.

Haron, H., Johar, E. H., & Ramli, Z. F. (2017). Online opinion leaders and their influence on purchase intentions. 2016 IEEE Conference on E-Learning, e-Management and e-Services, IC3e 2016, April, 162–165. https://doi.org/10.1109/IC3e.2016.8009059

Hartini, S., & Hanafi, A. N. (2021). Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 10(2), 211. https://doi.org/10.30588/jmp.v10i2.704

Indonesian Psychiatric Association (PDSKJI). (2020). PDSKJI depression anxiety self-examination: psychological problems related to the COVID-19 pandemic in Indonesia. Indonesian Psychiatric Association (PDSKJI).

Kaligis, F., Indraswari, M. T., & Ismail, R. I. (2020). Stress during COVID-19 pandemic: Mental health condition in Indonesia. Medical Journal of Indonesia, 29(4), 436–441. https://doi.org/10.13181/mji.bc.204640

Kian, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors That Influence the Consumer Purchase Intention in Social Media Websites. International Journal of Supply Chain Management, 6(4), 208–214.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Lesmana, J. . (2006). Dasar-dasar Konseling. UI Press.

Mamonto, V. P., Novitaningtyas, I., & Giovanni, A. (2019). Anteseden Niat Pembelian Pada E-COMMERCE. Prociding Seminar Nasional: Fintech Dan E-Commerce Untuk Mendorong Pertumbuhan UMKM Dan Industri Kreatif. Fakultas Ekonomi Universitas Tidar, 119–132.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study : the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267–273.

Mustafi, M. A. A., & Hosain, M. . (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385–410. https://doi.org/https://doi.org/10.1108/JCMARS-05-2020-0024

Natalia, D., Elgeka, H. W. S., & Tjahjoanggoro, A. J. (2021). Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators. Psikostudia : Jurnal Psikologi, 10(3), 283. https://doi.org/10.30872/psikostudia.v10i3.5529

Pasha, A. R. (2020). Mudah dan Praktis, ini Deretan Aplikasi Konsultasi Dokter Online. Cermati.Com.

Purwianti, L., & Ricarto, T. (2018). Analisa Faktor-Faktor Yang Mempengaruhi Purchase Intention Pada Pengguna Smartphone Di Batam. Jurnal Manajemen Maranatha, 18(1), 41–56. https://doi.org/10.28932/jmm.v18i1.1095

Putra, G., Arifin, Z., & Sunarti, S. (2017). PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP KEPUASAN KONSUMEN (Survei pada Mahasiswa Administrasi Bisnis Fakultas Ilmu Administrasi angkatan 2013 dan 2014 Universitas Brawijaya yang Melakukan Pembelian Paket Data Kampus). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 48(1), 88103.

Rondonuwu, S. . (2018). Peranan Opinion Leader Dalam Menyampaikan Pesan Tentang Pembangunan Desa Di Desa Lantung Kecamatan Wori Kabupaten Minahasa Utara. Jurnal Administrasi Publik, 3(45), 1–7.

Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th, glob ed.). In Pearson Australia.

Wibowo, N. C. H., Milenia, F. I., & Azmi, F. H. (2019). Rancang Bangun Bimbingan Konseling Online. Walisongo Journal of Information Technology, 1(1), 14–24. https://doi.org/http://dx.doi.org/10.21580/wjit.2019.1.1.3924




DOI: http://dx.doi.org/10.30872/psikostudia.v12i1.10450

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Psikostudia : Jurnal Psikologi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Indexing by :

         

_________________________________________

PSIKOSTUDIA: Jurnal Psikologi Published by Faculty of Social and Political Siences, University of Mulawarman, Samarinda, East Kalimantan and This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 _________________________________________

PSIKOSTUDIA: Jurnal Psikologi

Department of Psychology
Faculty of Social and Political Siences, University of Mulawarman
Jl. Muara Muntai Kampus Gn. Kelua Samarinda 75411
Phone: +62 813 35350368
E-Mail: psikostudia@fisip.unmul.ac.id