Membangun Kepercayaan: Peran Komunitas Online dan E-WOM dalam Membentuk Niat Pembelian iPhone
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Abstract
The increasing use of social media technology and the rapid growth of the smartphone industry have opened up great opportunities for companies to understand the factors that influence consumer purchase intention, especially in the context of purchasing iPhone products in Indonesia. In the face of intense competition, companies need to understand the role of online communities, e-WOM, and brand trust in shaping consumer purchase intentions. This study aims to examine the effect of online communities and e-WOM on purchase intention of iPhone smartphones with brand trust as mediation. The population of this study is consumers who use iPhone products in Indonesia. Data was collected through an online questionnaire distributed to iPhone consumers in Indonesia, the sample of this study was 201 respondents. In this study, the research method used was quantitative method, sample selection using non-probability sampling with convenience sampling technique. Data analysis techniques using SmartPLS 4. The results showed that online communities have a positive and significant influence on purchase intention. Online communities have a positive and significant influence on brand trust. Likewise, e-WOM, which also has a positive and significant influence on purchase intention. In addition, e-WOM has a positive and significant influence on brand trust. Brand trust is also proven to have a positive and significant effect on purchase intention. Furthermore, it was found that brand trust mediates the relationship between online communities and purchase intention, as well as between e-WOM and purchase intention.
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