Pengaruh Social E-Wom Dan Price Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi
Abstract
The purpose of this study is to analyze the effect of Social E-Wom and Price on Purchase Intention with Brand Trust as a mediating variable. The research method used in this research is to use a quantitative model. The type of data used in the study is primary data. The population used in this study were all active users who have Shopee media. The sampling technique used is purposive sampling. The technique for determining the number of samples can use the Malhotra Formula. The number of samples for this study were 100 respondents. The data analysis technique used in this research is descriptive analysis and Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS).The results of data analysis show that Social E-WOM has an insignificant effect on Purchase Intention. Price has a positive and significant influence on Purchase Intention. Social E-WOM has a positive and significant influence on Brand Trust. Price has a positive and significant influence on Brand Trust so that. Brand Trust has a positive and significant influence on Purchase Intention. Social E-WOM has a positive and significant influence on Purchase Intention through Brand Trust so that the sixth hypothesis is accepted. Price has a positive and significant influence on Purchase Intention through Brand Trust.
References
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Lee, Y. I., Phua, J., & Wu, T. Y. (2020). Marketing a health Brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention. Health Marketing Quarterly, 37(2), 138–154. https://doi.org/10.1080/07359683.2020.1754049
Manurip, D. N. J., Indriawati, P., & Deden. (2021). Pengaruh Endorsement, Harga Dan Promosi Terhadap Purchase Intention Kosmetik Di Toko Online Sociolla. Jurnal Edueco, 4(2), 142–155.
Maritha, R. F., & Kuswati, R. (2022). E-WOM and Adoption E-Wallet: The Role of Trust as a Mediating Variable. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022).
Martiningsih, D. A., & Setyawan, A. A. (2022). The Impact of Influencers’ Credibility Towards Purchase Intention. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022).
Mawardi, M., & Giti, I. M. (2020). Analisis Pengaruh Harga Dan Brand Trust Terhadap Brand Loyality Kosmetik Wardah. Jurnal Ekonomi & Manajemen Indonesia, 20(2), 35–45. https://doi.org/10.53640/jemi.v20i2.804
Meybiani, O., Faustine, G., & Siaputra, H. (2019). Pengaruh Ewom Dan Online Trust Terhadap Purchase Intention Di Agoda. Jurnal Hospitality Dan …, 7(2), 486–499.
Nazila, A. T., Henryanto, A. G., & Kenang, I. H. (2022). Pengaruh Social Media Marketing Instagram Terhadap Brand Awareness dan Purchase Intention Produk Mangkok Nusantara. Jurnal Manajemen Dan Start-Up Bisnis, 7(4), 432–444.
Nur Asida, A. Y., & Kuswati, R. (2023). E-wallet Adoption in The Covid-19 Period: The Roles Of Perceived Benefits As Mediating Variabel. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 23–34. https://doi.org/10.33476/jobs.v4i1.3604
Nurzanah, I., & Sosianika, A. (2018). Promosi Penjualan dan Minat Beli : Penerapan Modifikasi Technology Acceptance Model di E-Marketplace Shopee Indonesia. Industrial Research Workshop and National Seminar, 706–714.
Padmawati, N. M., & Suasana, I. G. A. K. G. (2020). Peran Kepercayaan Merek Dalam Memediasi Pengaruh E-Wom Terhadap Keputusan Pembelian Produk Chatime Di Bali. E-Jurnal Manajemen Universitas Udayana, 9(7), 2621. https://doi.org/10.24843/ejmunud.2020.v09.i07.p08
Panglipurningrum, Y. S., Sulistiyani, R. D., & Dewi, S. N. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Konsumen Yang Di Mediasi Oleh Brand Image Dan Brand Trust (Studi Pada Konsumen Tenun Ikat “Arimbi” Kabupaten Sragen). Buletin Ekonomi, 16(1), 69–80.
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848
Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). PENGARUH e-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA HOTEL BINTANG TIGA DI BALI. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-35
Purwianti, L., Niawati, 1, & Kunci, K. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak. SEIKO : Journal of Management & Business, 5(1), 2022–2356. https://doi.org/10.37531/sejaman.v5i1.1664
Puspita, Y. D., & Rahmawan, G. (2021). Pengaruh Harga , Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier Influence of Prices , Product Quality and Brand Image on Garnier Product Purchase Decisions. Jurnal Sinar Manajemen, 8(2), 98–104.
Putra, B. C. J. (2019). Pengaruh Brand Equity Dan Perceived Price Terhadap Purchase Intention (Studi Pada Maskapai Penerbangan Garuda Indonesia Internasional). Universitas Airlangga.
Raharjo, S. T., & Samuel, H. (2018). Pengaruh Social Media Marketing Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Mediasi pada Lazada. Jurnal Strategi Pemasaran, 1–6.
Rizky, F. Al. (2023). Pengaruh Price, Brand Trust dan Product Quality terhadap Purchase Decision Produk Skincare The Body Shop (Studi Kasus: Di Lingkungan Mahasisiwi Universitas Siber Asia). JIS: Jurnal Ilmu Siber, 2(1), 36–39.
Sabita, R., & Mardalis, A. (2023). Do celebrity endorsement, halal label, and Word of Mouth affect Millennials to purchase skincare? Ahmad Mardalis Journal of Enterprise and Development (JED), 5(2), 2023.
Saputra, F., & Mahaputra, R. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). 2(2). https://doi.org/10.38035/jlph.v2i2
Sekaran, U., & Bougie, R. (2016). pdf Research Methods For Business : A Skill-Building Approach. In Sekaran dan Bougie (6th ed.). Alfabeta.
Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4). https://doi.org/10.3390/su12041691
Setyawan, A., Setyawan, A. A., & Kussudiyarsana, I. (2015). Brand Trust And Brand Loyalty, An Empirical Study In Indonesia Consumers. In British Journal of Marketing Studies (Vol. 4, Issue 3). https://www.researchgate.net/publication/303302646
Subhan, Ode, P. K., & Hidayanti, I. (2022). Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Pada Masker Axis-Y Mugwort Pore Clarifying Wash Off Pack Dengan Brand Image Sebagai Variabel Mediasi (Studi Kasus Pengguna TikTok). Jurnal Mitra Manajemen, 6(3).
Sudirjo, F., Lotte, L. N. A., Sutaguna, I. N. T., Risdwiyanto, A., & Yusuf, M. (2023). The Influence Of Generation Z Consumer Behavior On Purchase Motivation In E-Commerce Shoppe. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 2(2), 110–126.
Sudirman, A., Lie, D., & Butarbutar, M. (2019). Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust... Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust On Consumer Loyalty. International Journal Of Scientific & Technology Research, 8, 8. www.ijstr.org
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Mbia, 22(1), 88–102. https://doi.org/10.33557/mbia.v22i1.2144
Trigani, I., & P. Tobing, R. (2022). Pengaruh Social Media Advertising dan Electronic Word Of Mouth Terhadap Brand Trust Produk Sepatu Lokal. Jurnal Manajemen Dan Bisnis Madani, 4(2), 46–59. https://doi.org/10.51353/jmbm.v4i2.649
Zanjabila, Z., S., Yudhiantoro, D., Suryono, I. A., & Amajida, A. (2023). The Influences of Social Media Marketing, E-Wom, and Information Quality on Purchasing Decisions through Trust as The Mediation. International Journal of Multidisciplinary Research and Analysis, 06(04). https://doi.org/10.47191/ijmra/v6-i4-39
Published
2024-02-03
How to Cite
Herawati, D., & Imronudin, I. (2024). Pengaruh Social E-Wom Dan Price Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi. VALUE, 4(2), 200-219. https://doi.org/10.36490/value.v4i2.1014
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Articles
