Pengaruh Brand Image, Electronic Word of Mouth (E-WOM) terhadap Repurchase Intention Bootcamp Online Berbayar dengan Trust Sebagai Variabel Intervening
DOI:
https://doi.org/10.30651/jms.v10i1.25530Abstract
Penelitian ini bertujuan untuk menguji pengaruh Brand image terhadap trust, electronic word of mouth (E-WOM) terhadap trust, Brand image terhadap repurchase intention, electronic word of mouth (E-WOM) terhadap repurchase intention, trust terhadap repurchase intention, Brand image terhadap repurchase intention melalui trust, electronic word of mouth (E-WOM) terhadap repurchase intention melalui trust pada pelanggan Bootcamp online di wilayah Jabodetabek. Metode pengumpulan data menggunakan survei dengan instrumen kuesioner. Sampel dalam penelitian berusia minimal 17 tahun, berdomisili di Jabodetabek dan pernah membeli satu kelas dari Revou dalam kurun waktu satu tahun terakhir. Software digunakan untuk mengolah data menggunakan SPSS dan SEM (Structural Equational Model) dari Lisrel versi 8.8. pengujian hipotesis memperlihatkan terdapat pengaruh positif dan signifikan pada hipotesis Brand image terhadap trust, electronic word of mouth (E-WOM) terhadap trust, electronic word of mouth (E-WOM) terhadap repurchase intention, trust terhadap repurchase intention, Brand image terhadap repurchase intention dimediasi trust, electronic word of mouth (E-WOM) terhadap repurchase intention dimediasi trust. Kemudian hasil pengujian menunjukkan bahwa Brand image tidak memiliki pengaruh terhadap repurchase intention.Downloads
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