REGINA CANIZKA PUTRI, . (2026) PERAN E-WOM, CUSTOMER TRUST, DAN OUTDOOR LIFESTYLE TERHADAP PERCEIVED VALUE DAN REPURCHASE INTENTION PADA KONSUMEN PRODUK HIKING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
![[img]](http://repository.unj.ac.id/style/images/fileicons/text.png) |
Text
File Cover.pdf Download (1MB) |
|
Text
File BAB 1.pdf Download (342kB) |
|
Text
File BAB 2.pdf Restricted to Registered users only Download (492kB) |
|
Text
File BAB 3.pdf Restricted to Registered users only Download (559kB) |
|
Text
File BAB 4.pdf Restricted to Registered users only Download (984kB) |
|
Text
File BAB 5.pdf Restricted to Registered users only Download (246kB) |
|
Text
File Daftar pustaka.pdf Download (269kB) |
|
Text
File Lampiran & daftar riwayat.pdf Restricted to Registered users only Download (728kB) |
Abstract
Penelitian ini bertujuan dalam menganalisis pengaruh electronic word of mouth (eWOM), customer trust, dan outdoor lifestyle terhadap perceived value dan repurchase intention produk Hikemore pada konsumen yang berdomisili di wilayah Tangerang dan sekitarnya. Metode penelitian yang digunakan yaitu pendekatan kuantitatif dengan penyebaran kuesioner skala likert 6 kepada konsumen yang berdomisili di wilayah Tangerang dan sekitarnya. Populasi penelitian yaitu konsumen yang berdomisili di wilayah Tangerang dan sekitarnya. Teknik pengambilan sampel menggunakan purposive sampling dengan responden yang dipilih berdasarkan kriteria tertentu berupa pengalaman menggunakan produk Hikemore. Jumlah sampel ditentukan berdasarkan ketentuan SEM dengan jumlah sampel sebanyak 293 responden. Analisis data dilakukan menggunakan SPSS dan Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian menunjukkan bahwa eWOM, customer trust, dan outdoor lifestyle berpengaruh positif dan signifikan terhadap repurchase Intention. Namun, perceived value tidak berpengaruh signifikan terhadap repurchase intention. Temuan ini menunjukkan bahwa niat pembelian ulang lebih dipengaruhi oleh rekomendasi digital, kesesuaian produk dengan gaya hidup outdoor, dan tingkat kepercayaan dibandingkan persepsi nilai semata. Penelitian ini diharapkan bisa memberikan kontribusi teoritis dalam pengembangan manajemen pemasaran, terutama perilaku konsumen di era digital. Secara praktis, hasil penelitian bisa menjadi acuan bagi Hikemore untuk meningkatkan strategi pemasaran digital, memperkuat loyalitas pelanggan, dan kepercayaan konsumen yang berdomisili di wilayah Tangerang dan sekitarnya. Semakin positif ulasan yang diterima konsumen, semakin tinggi kepercayaan dalam merek dan memiliki ketertarikan konsumen dengan gaya hidup outdoor. Sehingga perusahaan perlu memperkuat aspek kepercayaan, pengalaman konsumen, serta keterikatan emosional terhadap merek. Kata kunci: electronic word of mouth, customer trust, outdoor lifestyle, repurchase intention, perceived value, hikemore ***** This study aims to analyze the influence of electronic word of mouth (eWOM), customer trust, and outdoor lifestyle on perceived value and repurchase intention of Hikemore products among consumers residing in Tangerang and its surrounding areas. The research method used is a quantitative approach by distributing a 6-point Likert scale questionnaire to consumers residing in Tangerang and its surrounding areas. The research population is consumers residing in Tangerang and its surrounding areas. The sampling technique used purposive sampling with respondents selected based on certain criteria in the form of experience using Hikemore products. The number of samples was determined based on SEM provisions with a sample size of 293 respondents. Data analysis was carried out using SPSS and AMOS-based Structural Equation Modeling (SEM). The results showed that eWOM, trust, and outdoor lifestyle had a positive and significant effect on repurchase intention. However, perceived value did not have a significant effect on repurchase intention. These findings indicate that repurchase intention is more influenced by digital recommendations, product suitability with an outdoor lifestyle, and the level of trust than by perceived value alone. This research is expected to provide theoretical contributions in the development of marketing management, especially consumer behavior in the digital era. Practically, the research results can serve as a reference for Hikemore to improve its digital marketing strategy, strengthen customer loyalty, and enhance consumer trust in Tangerang and its surrounding areas. The more positive consumer reviews, the higher the brand trust, the greater their interest in the outdoor lifestyle. So companies need to strengthen aspects of trust, consumer experience, and emotional attachment to the brand. Keywords: electronic word of mouth, customer trust, outdoor lifestyle, repurchase intention, perceived value, hikemore
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Prof. Usep Suhud, M.Si., Ph.D. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | Regina Canizka Putri . |
| Date Deposited: | 26 May 2026 03:30 |
| Last Modified: | 26 May 2026 03:30 |
| URI: | http://repository.unj.ac.id/id/eprint/66255 |
Actions (login required)
 |
View Item |
