PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT PEMBELIAN ULANG DENGAN CITRA MEREK DAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI PADA PENGGUNA E-COMMERCE DI JAKARTA

NADIRA REGITA PUTRI, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT PEMBELIAN ULANG DENGAN CITRA MEREK DAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI PADA PENGGUNA E-COMMERCE DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

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, pengaruh brand trust terhadap repurchase intention, pengaruh E-WOM terhadap repurchase intention melalui brand image sebagai variabel mediasi, pengaruh EWOM terhadap repurchase intention melalui brand trustsebagai variabel mediasi. Metode pengumpulan data yang digunakan adalah metode survei dengan instrument berupa kuesioner. Pendekatan yang dilakukan pada penelitian adalah kuantitatif. 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. Software yang digunakan pada analisis data adalah SPSS 25 dan Lisrel 8.8. Analisis data dilakukan dengan menggunakan teknik Structural Equation Modeling (SEM) untuk menguji hubungan antara variabel-variabel yang diteliti serta menguji hipotesisnya. 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. Temuan ini memberikan implikasi praktis bagi Shopee untuk meningkatkan atau memperbaiki kualitas ulasan yang muncul di platform seperti Play Store, mempertimbangkan strategi untuk meningkatkan citra merek mereka melalui upaya peningkatan kualitas layanan pengguna, dan memastikan sistem keamanan dan privasi yang diterapkan dapat diandalkan dan transparan bagi pengguna. ***** This study aims to examine and analyze the influence of E-WOM on brand image, the influence of E-WOM on repurchase intention, the influence of E-WOM on brand trust, the influence of brand image on repurchase intention, the influence of brand trust on repurchase intention, the influence of E-WOM on repurchase intention through brand image as a mediating variable, and the influence of E-WOM on repurchase intention through brand trust as a mediating variable. The data collection method used is a survey method with a questionnaire as the instrument. The approach used in the study is quantitative. The research sample consists of 264 respondents who have shopped through Shopee e-commerce at least six times in the last three months, residing in DKI Jakarta, and aged at least 17 years. The software used for data analysis is SPSS 25 and Lisrel 8.8. Data analysis is conducted using Structural Equation Modeling (SEM) techniques to test the relationships between the studied variables and to test the hypotheses. The results of the hypothesis testing show that electronic word of mouth (EWOM) has a positive and significant effect on brand image, electronic word of mouth (EWOM) has a positive and significant effect on repurchase intention, electronic word of mouth (EWOM) has a positive and significant effect on brand trust, brand image has a positive and significant effect on repurchase intention, and brand trust has a positive and significant effect on repurchase intention. These findings provide practical implications for Shopee to enhance or improve the quality of reviews that appear on platforms like Play Store, consider strategies to improve their brand image through efforts to enhance the quality of user services, and ensure that the security and privacy systems implemented are reliable and transparent for users.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M. ; 2). Ika Febrilia, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 25271 not found.
Date Deposited:	09 Aug 2024 03:57
Last Modified:	09 Aug 2024 03:57
URI:	http://repository.unj.ac.id/id/eprint/49567

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