Pengaruh Digital Advertising dan Electronic Word of Mouth Terhadap Purchase Intention dengan Brand Trust sebagai Variabel Intervening
DOI:
https://doi.org/10.58812/jmws.v4i06.2388Kata Kunci:
Digital Advertising, EWOM, Purchase Intention, Brand Trust, InterveningAbstrak
Penelitian ini bertujuan untuk menginvestigasi bagaimana Periklanan Digital dan Electronic Word of Mouth (eWOM) memengaruhi Niat Beli melalui peran perantara Kepercayaan Merek. Fokus utama adalah menelaah pengaruh Word of Mouth terhadap Niat Beli yang dimediasi oleh Kepercayaan Merek pada konsumen produk Make Over. Sebanyak 205 responden terpilih secara purposive sampling, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling dengan bantuan perangkat lunak SmartPLS 4.0. Hasil analisis menunjukkan bahwa Periklanan Digital dan eWOM berkontribusi signifikan terhadap kepuasan pelanggan. Selanjutnya, Word of Mouth terbukti memiliki pengaruh positif dan signifikan pada Kepercayaan Merek, begitu pula Kepercayaan Merek yang secara signifikan meningkatkan Niat Beli. Temuan lain menegaskan bahwa Kepercayaan Merek secara mediatif memperkuat hubungan antara Periklanan Digital ke Retailer dan Word of Mouth ke Retailer terhadap Niat Beli. Dengan demikian, strategi komunikasi digital yang efektif serta ulasan positif konsumen terbukti mampu memperkuat kepercayaan terhadap merek, yang pada gilirannya meningkatkan niat beli pada retailer Make Over.
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Hak Cipta (c) 2025 Ammar Rabbani, Erna Listiana, Ahmad Shalahuddin, Bintoro Bagus Purmono, Ana Fitriana
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