PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CONSUMER TRUST SEBAGAI VARIABEL INTERVENING PADA PRODUK GERAI TEH KEKINIAN

AKBAR MARTUAH HABIBI NASUTION, . (2023) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CONSUMER TRUST SEBAGAI VARIABEL INTERVENING PADA PRODUK GERAI TEH KEKINIAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk meguji dan menganalisis pengaruh EWOM terhadap repurchase intention, pengaruh brand image terhadap repurchase intention, pengaruh EWOM terhadap consumer trust, pengaruh brand image terhadap consumer trust, pengaruh consumer trust terhadap repurchase intention, pengaruh EWOM terhadap repurchase intention melalui consumer trust sebagai variabel mediasi, pengaruh brand image terhadap repurchase intention melalui consumer trust sebagai variabel mediasi. Metode pengumpulan data yang digunakan adalah metode survei dengan instrument berupa kuesioner. Sampel penelitian yang dikumpulkan minimal 200 responden yang pernah membeli produk Esteh Indonesia minimal dua kali dalam kurun waktu 3 bulan terakhir, berdomisili di Jabodetabek, berusia minimal 17 tahun, Software yang digunakan pada analisis data adalah SPSS 25 dan Lisrel 8.8. Hasil dari uji hipotesis menunjukan bahwa electronic word of mouth (EWOM) berpengaruh secara positif dan signifikan terhadap repurchase intention, brand image berpengaruh positif dan signifikan terhadap repurchase intention, electronic word of mouth (EWOM) berpengaruh secara positif dan signifikan terhadap consumer trust, brand image berpengaruh secara positif dan signifikan terhadap cosumer trust, consumer trust berpengaruh secara positif dan signifikan terhadap repurchase intention, electronic word of mouth berpengaruh secara positif dan signifikan terhadap repurchase intention melalui consumer trust, brand image berpengaruh secara positif dan signifikan terhadap repurchase intention melalui consumer trust. Kata Kunci: brand image, consumer trust, electronic word of mouth (EWOM), gerai teh kekinian, repurchase intention. *** This study aims to test and analyze the effect of EWOM on repurchase intention, the effect of brand image on repurchase intention, the effect of EWOM on consumer trust, the effect of brand image on consumer trust, the effect of consumer trust on repurchase intention, the effect of EWOM on repurchase intention through consumer trust as a mediating variable, the effect of brand image on repurchase intention through consumer trust as a mediating variable. The data collection method used is a survey method with a questionnaire instrument. The research sample collected was at least 200 respondents who had purchased Esteh Indonesia products at least twice in the last 3 months, domiciled in Jabodetabek, aged at least 17 years, The software used in data analysis is SPSS 25 and Lisrel 8.8. The results of hypothesis testing show that electronic word of mouth (EWOM) has a positive and significant effect on repurchase intention, brand image has a positive and significant effect on repurchase intention, electronic word of mouth (EWOM) has a positive and significant effect on consumer trust, brand image has a positive and significant effect on cosumer trust, consumer trust has a positive and significant effect on repurchase intention, electronic word of mouth has a positive and significant effect on repurchase intention through consumer trust, brand image has a positive and significant effect on repurchase intention through consumer trust. Keywords: brand image, consumer trust, electronic word of mouth (EWOM), contemporary tea outlets, repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M ; 2). Rahmi, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 20569 not found.
Date Deposited:	14 Sep 2023 01:23
Last Modified:	14 Sep 2023 01:23
URI:	http://repository.unj.ac.id/id/eprint/42373

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