Pengaruh Brand awareness, Brand image, Dan E-WOM Terhadap Purchase intention Dengan Brand trust Sebagai Mediasi Pada Produk Fashion Di Platform Shopee
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand awareness, Brand image, dan Electronic Word of Mouth (e-WOM) terhadap Purchase Intention dengan Brand trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui penyebaran kuesioner kepada responden yang merupakan konsumen produk fashion pada platform e-commerce. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan dengan Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Brand awareness, Brand image, dan e-WOM berpengaruh positif dan signifikan terhadap Brand trust. Selain itu, Brand trust terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Pengujian pengaruh langsung juga menunjukkan bahwa Brand awareness, Brand image, dan e-WOM berpengaruh positif dan signifikan terhadap Purchase Intention. Lebih lanjut, hasil pengujian efek tidak langsung membuktikan bahwa Brand trust mampu memediasi pengaruh Brand awareness, Brand image, dan e-WOM terhadap Purchase Intention. Temuan ini mengindikasikan bahwa peningkatan minat beli konsumen tidak hanya dipengaruhi oleh tingkat kesadaran merek, citra merek, dan komunikasi elektronik antar konsumen, tetapi juga sangat bergantung pada tingkat kepercayaan konsumen terhadap merek. Oleh karena itu, strategi pemasaran digital yang efektif perlu difokuskan pada upaya membangun Brand trust guna meningkatkan Purchase Intention konsumen secara berkelanjutan.
Kata kunci: Brand awareness, Brand image, Electronic Word of Mouth, Brand trust, Purchase Intention.
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DOI: https://doi.org/10.52643/jam.v16i1.7997
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