Pengaruh Brand Image, Brand Turst, Ewom Terhadap Purchase Intention Pada Produk H&M Pada Masa Pandemi Covid-19
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Abstract
Fashion brands are increasingly being caused by the needs of society and technological developments in creating new products that are very practical and creative, especially during a pandemic more and more are shopping online. The purpose of this study is to examine whether the effect of brand image, brand trust, and EWOM are positive predictor of purchase intention for H&M product during the covid-19 in Jakarta. This study uses 100 samples selected using convenience sampling techniques, where the selected sample is consumers in Jakarta who have bought or tried H&M products. The instruments to collect the data was by questionnaire and distributed through social media platforms, such as Whatsapp, Line and Instagram. Data were analyzed using PLS-SEM. The results of this study indicate that brand image, brand trust and EWOM is a positive predictor of purchase intention.
Merek fashion semakin banyak disebabkan karena kebutuhan masyarakat dan perkembangan teknologi dalam menciptakan produk-produk baru yang sangat praktis dan kreatif, khususnya pada masa pandemi semakin banyak yang belanja melalui online. Tujuan penelitian ini adalah untuk menguji apakah pengaruh citra merek, kepercayaan merek dan EWOM merupakan prediktor positif untuk niat membeli pada produk H&M pada masa pandemi covid-19 di Jakarta. Penelitian ini menggunakan 100 sampel yang dipilih dengan menggunakan teknik convenience sampling, dimana sampel yang dipilih adalah konsumen di Jakarta yang pernah membeli atau mencoba produk H&M. Teknik pengambilan data dilakukan dengan menggunakan kuesioner dan disebar melalui media sosial berupa Whatsapp, Line dan Instagram. Data dianalisis dengan menggunakan PLS-SEM. Hasil penelitian ini menunjukkan bahwa persepsi citra merek, kepercayaan merek dan EWOM merupakan prediktor positif untuk niat membeli.
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