PENGARUH PEMASARAN YANG MENIPU DAN BRAND HATE TERHADAP WORD OF MOUTH PADA USAHA LAUNDRY KILAT DI KOTA DENPASAR

  • Agus Purusa Dharma Universitas Pendidikan Nasional
Keywords: Brand Hate, WOM, Pemasaran yang Menipu, Laundry Kilat, Denpasar

Abstract

Penelitian ini mencari dampak dari pemasaran yang menipu pada industri jasa laundry pakaian kilat di Kota Denpasar. Penelitian terdahulu menyatakan adanya dampak ke Brand Hate dan WOM dalam pemasaran yang menipu ini. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan menyebar kuesioner melalui Google Form kepada penduduk Kota Denpasar. Setelah data primer diolah melalui PLS-SEM maka menghasilkan bahwa H1 dan H2 diterima secara signifikan dengan nilai p value 0,000 pada H1 serta 0,016 pada H2. Sedangkan, H3 ditolak dengan nilai p value 0,060. Hal ini menandakan ada dampak dari pemasaran yang menipu terhadap Brand Hate dan Brand Hate terhadap WOM, namun tidak adanya dampak dari pemasaran yang menipu terhadap WOM. Untuk penelitian selanjutnya diperlukan waktu yang lebih lama serta ukuran sampel dengan area yang lebih besar

References

Abbas, A., Shar, A. H., & Junejo, M. A. (2024). Review Journal of Social Psychology &Social Works. Review Journal of Social Psychology & Social Works, 2(2), 99–110. https://doi.org/https://doi.org/10.71145/rjsp.v2i2.55
Amasawa, E., Suzuki, Y., Moon, D., Nakatani, J., Sugiyama, H., & Hirao, M. (2018). Designing interventions for behavioral shifts toward product sharing: The case of laundry activities in Japan. Sustainability (Switzerland), 10(8). https://doi.org/10.3390/su10082687
Arippudin, A. (2022). Laundry Service Business Management. Neo Journal of Economy and Social Humanities, 1(1), 9–16. https://doi.org/10.56403/nejesh.v1i1.3
Arora, S. D., Gupta, D. Das, & Naylor, G. S. (2021). Negative Word of Mouth: a Systematic Review and Research Agenda. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 33–78.
Assoud, M., & Berbou, L. (2023). Brand Hate: One Decade of Research A Systematic Review. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 06(11), 146–165. www.ijlrhss.com
Assoud, M., & Berbou, L. (2025). Mapping The Evolution of Brand Hate : A Comprehensive Bibliometric Analysis. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 38(1), 21–56.
Chen, F. (2022). Market Supervision Department—False Publicity. In Essential Knowledge and Legal Practices for Establishing and Operating Companies in China (pp. 687–693). Springer Nature Singapore. https://doi.org/10.1007/978-981-19-2239-8_128
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joseph F. (2011). Multivariate Data Analysis: An Overview. In International Encyclopedia of Statistical Science (pp. 904–907). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-04898-2_395
Hair, Joseph F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A PRIMER PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM ) (V. Knight (ed.)). SAGE Publications.
Hassan, T. H., Ammar, S., Abdelhay, H. F., Fayyad, S., Noreldeen, M. A., Salem, A. E., Abdel Gayed, A. H., Janzakov, B., Mahmoud, M. H., & Al-Azab, M. R. (2024). the Impact of Deceptive Hospitality and Tourism Marketing Tactics on Tourists’ Social Media Interactions and Trust and Destination Image in Emerging Markets. Geojournal of Tourism and Geosites, 56(4), 1732–1743. https://doi.org/10.30892/gtg.56428-1342
Held, J., & Germelmann, C. C. (2019). Deception in consumer behavior research: A literature review on objective and perceived deception. Projectics / Proyéctica / Projectique, n°21(3), 119–145. https://doi.org/10.3917/proj.021.0119
Kucuk, S. U. (2021). Developing a theory of brand hate: Where are we now? Strategic Change, 30(1), 29–33. https://doi.org/10.1002/jsc.2385
Levine, E. E., & Duncan, S. (2022). Deception and the marketplace of ideas. Consumer Psychology Review, 5(1), 33–50. https://doi.org/10.1002/arcp.1076
Mishra, A., & M, S. S. (2016). eWOM: Extant Research Review and Future Research Avenues. The Journal for Decision Makers, 41(3), 222–233. https://doi.org/10.1177/0256090916650952
Moon, D., Amasawa, E., & Hirao, M. (2019). Laundry habits in Bangkok: Use patterns of products and services. Sustainability (Switzerland), 11(16). https://doi.org/10.3390/su11164486
Nawaz, T., & Khan, A. W. (2021). Puffery Advertising in Media Industry of Pakistan: A Study of Professionals Perception. Journal of Accounting and Finance in Emerging Economies, 7(1), 263–269. https://doi.org/10.26710/jafee.v7i1.1798
Nguyen, H. N. (2021). Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry. Journal of Asian Finance, Economics and Business, 8, 579–589. https://doi.org/10.13106/jafeb.2021.vol8.no7.0579
Prabowo, W., Puspandari, R. Y., & Latifa, K. T. (2022). Perlindungan Hukum Terhadap Informasi Iklan Yang Menyesatkan. Volksgeist: Jurnal Ilmu Hukum Dan Konstitusi, 5(1), 81–96. https://doi.org/10.24090/volksgeist.v5i1.6184
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Shah, N., & Shah, J. (2020). Spreading the Word: Investigating Antecedents of Consumers’ Word-of-Mouth Intentions and Behaviors in Restaurants: A Literature Review Paper. Junikhyatjournal.In, 10(8), 20–29. http://www.junikhyatjournal.in/no_1_aug_20/3.pdf
Sugiyono. (2018). Metode Penelitian Manajemen (Setiyawami (ed.); 6th ed.). Alfabeta.
Ukaegbu, R. C. (2020). Deceptive Advertising and Consumer Reaction: A Study of Delta Soap Advertisement. OALib, 07(03), 1–7. https://doi.org/10.4236/oalib.1105865
Walter, C. E., Vale, V. T., Au-Yong-Oliveira, M., Veloso, C. M., & Sousa, B. B. (2023). “The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda. Administrative Sciences, 13(11). https://doi.org/10.3390/admsci13110234
Yahman, Sumaryanto, D., Herlina, Judijanto, L., Zulaiha, H., Gussman, A. A., & Riady, Y. (2024). Law Enforcement Against the Practice of Advertising Fraud in Indonesia : A Review from the Aspect of Indonesian Criminal Law. Pakistan Journal of Criminology, 16(04), 1035–1043.
Yaqub, R. M. S., Yaqub, M. Z., Murad, M., & Khan, S. Y. (2025). Does Brand Betrayal Indeed Incite Brand Hate ? A Moderated Mediation Model of Past Experience and Perceived Deception. Pakistan Journal of Commerce and Social Sciences, 19(1), 77–101
Published
2025-10-01
Abstract viewed = 8 times
PDF downloaded = 3 times