PENGARUH ELECTRONIC WORD OF MOUTH, PENGALAMAN PELANGGAN DAN KEPERCAYAAN TERHADAP MINAT BELI DI FAMILYMART PAHLAWAN REVOLUSI JAKARTA TIMUR

WAHID PASHA PURNAMA, . (2026) PENGARUH ELECTRONIC WORD OF MOUTH, PENGALAMAN PELANGGAN DAN KEPERCAYAAN TERHADAP MINAT BELI DI FAMILYMART PAHLAWAN REVOLUSI JAKARTA TIMUR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Wahid Pasha Purnama, Pengaruh Electronic Word of Mouth, Pengalaman Pelanggan, dan Kepercayaan terhadap Minat Beli pada FamilyMart Pahlawan Revolusi: Skripsi, Jakarta: Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta, 2026. Fenomena persaingan industri ritel modern di Indonesia semakin meningkat seiring dengan perubahan perilaku konsumen dan berkembangnya digitalisasi informasi. Meskipun FamilyMart berhasil melakukan ekspansi gerai di berbagai wilayah, namun terjadi penurunan Top Brand Index yang menunjukkan adanya permasalahan pada aspek nonfisik seperti persepsi pelanggan, pengalaman berbelanja, serta kepercayaan. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth, Pengalaman Pelanggan, dan Kepercayaan terhadap Minat Beli pada FamilyMart Pahlawan Revolusi. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei melalui penyebaran kuesioner kepada pelanggan FamilyMart Pahlawan Revolusi, serta dianalisis menggunakan teknik Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Minat Beli. Pengalaman Pelanggan juga berpengaruh positif dan signifikan terhadap Minat Beli, dimana pengalaman berbelanja yang nyaman, fasilitas yang memadai, serta kemudahan transaksi mampu meningkatkan dorongan pembelian pelanggan. Selain itu, Kepercayaan terbukti memiliki pengaruh positif dan signifikan terhadap Minat Beli, yang menunjukkan bahwa keyakinan pelanggan terhadap kualitas produk, pelayanan, serta konsistensi perusahaan menjadi faktor penting dalam membentuk niat pembelian. Temuan ini menegaskan bahwa kombinasi ulasan digital, pengalaman langsung pelanggan, dan tingkat kepercayaan merupakan determinan utama dalam meningkatkan Minat Beli pelanggan pada ritel modern, khususnya FamilyMart. Oleh karena itu, perusahaan perlu meningkatkan kualitas layanan, menjaga reputasi ulasan online, serta membangun kepercayaan pelanggan secara berkelanjutan sebagai strategi pemasaran di masa mendatang. Kata Kunci: Electronic Word of Mouth, Pengalaman Pelanggan, Kepercayaan, Minat Beli, Ritel Modern/ ***** ABSTRACT Wahid Pasha Purnama, The Influence of Electronic Word of Mouth, Customer Experience, and Trust on Purchase Intention at FamilyMart Pahlawan Revolusi: Thesis, Jakarta: Faculty of Economics and Business, Universitas Negeri Jakarta, 2026. The phenomenon of competition in the modern retail industry in Indonesia is increasing along with changes in consumer behavior and the rapid growth of digital information. Although FamilyMart has successfully expanded its outlets across various regions, a decline in the Top Brand Index indicates problems in non-physical aspects such as customer perception, shopping experience, and trust. This study aims to analyze the influence of Electronic Word of Mouth, Customer Experience, and Trust on Purchase Intention at FamilyMart Pahlawan Revolusi. The research employed a quantitative approach using a survey method through questionnaires distributed to FamilyMart Pahlawan Revolusi customers and was analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that Electronic Word of Mouth has a positive and significant effect on Purchase Intention. Customer Experience also has a positive and significant effect on Purchase Intention, where comfortable shopping experiences, adequate facilities, and transaction convenience can increase customers’ buying interest. In addition, Trust has a positive and significant influence on Purchase Intention, indicating that customers’ confidence in product quality, service, and company consistency plays an important role in shaping purchase intention. These findings confirm that the combination of digital reviews, direct customer experience, and trust level are key determinants in increasing customer Purchase Intention in modern retail, particularly FamilyMart. Therefore, companies need to improve service quality, maintain positive online reviews, and continuously build customer trust as part of future marketing strategies. Keywords: Electronic Word of Mouth, Customer Experience, Trust, Purchase Intention, Modern Retail

Item Type:	Thesis (Sarjana)
Additional Information:	1). Adnan Kasofi, S.Pd., MBA 2). Sabo Hermawan, S.Kom., M.Si
Subjects:	Bahasa dan Kesusastraan > Bahasa Indonesia Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 33173 not found.
Date Deposited:	18 Feb 2026 03:53
Last Modified:	18 Feb 2026 03:53
URI:	http://repository.unj.ac.id/id/eprint/65359

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