PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP REPURCHASE INTENTION BOOTCAMP ONLINE BERBAYAR DENGAN TRUST SEBAGAI VARIABEL INTERVENING

MUSTAIN, . (2025) PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP REPURCHASE INTENTION BOOTCAMP ONLINE BERBAYAR DENGAN TRUST SEBAGAI VARIABEL INTERVENING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand image terhadap trust, electronic word of mouth (E-WOM) terhadap trust, brand image terhadap repurchase intention, electronic word of mouth (E-WOM) terhadap repurchase intention, trust terhadap repurchase intention, brand image terhadap repurchase intention melalui trust, electronic word of mouth (E-WOM) terhadap repurchase intention melalui trust pada pelanggan bootcamp online di wilayah Jabodetabek. Metode pengumpulan data menggunakan survei dengan instrumen kuesioner. Sampel dalam penelitian berjumlah responden yang berusia minimal 17 tahun, berdomisili di Jabodetabek dan pernah membeli satu kelas dari dalam kurun waktu satu tahun terakhir. Software digunakan untuk mengolah data menggunakan SPSS dan SEM (Structural Equational Model) dari Lisrel versi 8.8. Pengujian hipotesis memperlihatkan terdapat pengaruh positif dan signifikan pada hipotesis brand image terhadap trust, electronic word of mouth (E-WOM) terhadap trust, electronic word of mouth (E-WOM) terhadap repurchase intention, trust terhadap repurchase intention, brand image terhadap repurchase intention dimediasi trust, electronic word of mouth (E-WOM) terhadap repurchase intention dimediasi trust. Kemudian hasil pengujian menunjukkan bahwa brand image tidak memiliki pengaruh terhadap repurchase intention.***** This study aims to examine the effect of brand image on trust, electronic word of mouth (E-WOM) on trust, the brand image on repurchase intention, electronic word of mouth (E-WOM) on repurchase intention, trust on repurchase intention, brand image on repurchase intention through trust, electronic word of mouth (E-WOM) on repurchase intention through trust on online bootcamp customers in the Jabodetabek area. The data collection method used a survey with a questionnaire instrument. The sample in the study consisted of respondents who were at least 17 years old, domiciled in Jabodetabek, and had purchased one class from in the past year. The software used to process data is SPSS and SEM (Structural Equational Model) from Lisrel version 8.8. Hypothesis testing shows that there is a positive and significant influence on the brand image hypothesis on trust, electronic word of mouth (E-WOM) on trust, electronic word of mouth (E-WOM) on repurchase intention, trust on repurchase intention, the brand image on repurchase intention mediated by trust, electronic word of mouth (E-WOM) on repurchase intention mediated by trust. Then, the test results show that brand image does not influence 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 26817 not found.
Date Deposited:	28 Feb 2025 09:03
Last Modified:	28 Feb 2025 09:03
URI:	http://repository.unj.ac.id/id/eprint/53936

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