MEMBANGUN KEPERCAYAAN: PERAN BRAND IMAGE DAN BRAND TRUST DALAM MEMEDIASI HUBUNGAN E-WOM DAN PURCHASE INTENTION
Keywords:
E-WOM, Brand Image, Brand Trust, Purchase IntentionAbstract
Penelitian ini bertujuan untuk mengetahui hubungan antara e-WOM terhadap Purchase Intention dengan Brand Image dan Brand Trust sebagai mediasi, dengan objek penelitiannya yaitu merek H&M. Metode penelitian yang digunakan yaitu self administred survey dengan menggunakan kuesioner melalui skala 1-10. Kuesioner didistribusikan kepada 235 responden menggunakan teknik purposive sampling. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) dengan software AMOS. Hasil penelitian ini menunjukan bahwa e-WOM berpengaruh terhadap Brand Image, e-WOM berpengaruh terhadap Brand Trust, Brand Image berpengaruh terhadap Purchase Intention, dan Brand Trust berpengaruh terhadap Purchase Intention.
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