Pengaruh Electronic Word of Mouth terhadap Niat Pembelian Ulang dengan Citra Merek dan Kepercayaan Merek sebagai Variabel Mediasi pada Pengguna E-commerce di Jakarta
DOI:
https://doi.org/10.30651/jms.v9i3.22996Abstract
Penelitian ini bertujuan untuk meguji dan menganalisis pengaruh E-WOM terhadap brand image, pengaruh E-WOM terhadap repurchase intention, pengaruh E-WOM terhadap brand trust, pengaruh brand image terhadap repurchase intention, dan pengaruh brand trust terhadap repurchase intention. Metode pengumpulan data yang digunakan adalah metode survei dengan instrument berupa kuesioner. Sampel penelitian berjumlah 264 responden yang pernah membeli berbelanja melalui e-commerce Shopee minimal enam kali dalam kurun waktu 3 bulan terakhir, berdomisili di DKI Jakarta, berusia minimal 17 tahun. Hasil dari uji hipotesis menunjukan bahwa electronic word of mouth (EWOM) berpengaruh secara positif dan signifikan terhadap brand image, electronic word of mouth (EWOM) berpengaruh positif dan signifikan terhadap repurchase intention, electronic word of mouth (EWOM) berpengaruh secara positif dan signifikan terhadap brand trust, brand image berpengaruh secara positif dan signifikan terhadap repurchase intention, brand trust berpengaruh secara positif dan signifikan terhadap repurchase intention
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