ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI BRAND TRUST DAN PURCHASE INTENTION: STUDI PADA KONSUMEN CORKCICLE DI DKI JAKARTA

FATHIN ALIAA HAMDI, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI BRAND TRUST DAN PURCHASE INTENTION: STUDI PADA KONSUMEN CORKCICLE DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara e-WOM terhadap purchase intention, e-WOM terhadap brand trust, brand image terhadap purchase intention, brand image terhadap brand trust, social media marketing terhadap purchase intention, social media marketing terhadap brand trust, dan brand trust terhadap purchase intention. Penelitian ini dilakukan pada pengguna Corkcicle di DKI Jakarta yang berusia 20-50 tahun secara online melalui media sosial dengan menggunakan metode purposive sampling dan menghasilkan 240 sampel. Analisis data dalam penelitian ini menggunakan software SPSS versi 24 dan AMOS versi 26. Hasil penelitian ini menunjukkan bahwa enam hipotesis diterima yaitu e-WOM memiliki pengaruh positif dan signifikan terhadap brand trust, e-WOM memiliki pengaruh positif dan signifikan terhadap brand trust, brand image memiliki pengaruh positif dan signifikan terhadap purchase intention, brand image memiliki pengaruh positif dan signifikan terhadap brand trust, social media marketing memiliki pengaruh positif dan signifikan terhadap purchase intention, dan brand trust memiliki pengaruh positif dan signifikan terhadap purchase intention. Namun satu hipotesis ditolak yaitu social media marketing dibuktikan memiliki pengaruh negatif dan tidak signifikan terhadap brand trust. ***** The purpose of this study is to find out the relationship between e-WOM to purchase intention, e-WOM to brand trust, brand image to purchase intention, brand image to brand trust, social media marketing to purchase intention, social media marketing to brand trust, and brand trust to purchase intention. This study used a purposive sampling technique to gather 240 samples from Corkcicle users in DKI Jakarta who were between theages of 20 and 50. The results of this study indicate that six hypotheses are accepted, namely e-WOM has a positive and significant effect on brand trust, e-WOM has a positive and significant effect on brand trust, brand image has a positive and significant effect on purchase intention, brand image has a positive and significant effect on brand trust, social media marketing has a positive and significant effect on purchase intention, and brand trust has a positive and significant effect on purchase intention. However, one hypothesis is rejected, social media marketing is proven to have a negative and insignificant effect on brand trust.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D; 2). Meta Bara Berutu, S.E., M.M
Subjects:	Ilmu Sosial > Perdagangan, e-commerce
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Fathin Aliaa Hamdi .
Date Deposited:	11 Aug 2025 03:58
Last Modified:	11 Aug 2025 03:58
URI:	http://repository.unj.ac.id/id/eprint/59578

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