Dinamika E-WOM dalam Mendorong Purchase Intention Melalui Brand Image dan Brand Trust pada Konsumen Mango
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Abstract
Industri fashion mulai berkembang seiring dengan bantuan teknologi yang ada untuk menghubungkan konsumen dengan perusahaan. Hal ini tentunya dilakukan agar perusahaan mengetahui opini yang diberikan oleh konsumen dan dapat berkembang lebih baik lagi. Penelitian ini menggunakan TPB sebagai landasan teori dan teknik pemilihan sampel berupa non-probability sampling dengan metode purposive sampling. Kriteria pada penelitian ini merupakan konsumen Mango yang berjenis kelamin perempuan pada subkategori pakaian kerja wanita yang berumur minimal 18 tahun dan berdomisili di Jakarta. Sampel penelitian ini sebanyak 126 responden, namun hanya 100 responden yang memenuhi kriteria. Instrumen penelitian ini berupa kuesioner dengan bantuan Google Forms yang disebarkan melalui Instagram, WhatsApp dan Line. Teknik analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa e-WOM memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. Kemudian e-WOM memiliki pengaruh positif dan signifikan terhadap brand image dan brand trust serta brand image dan brand trust memiliki pengaruh positif dan signifikan terhadap purchase intention. e-WOM juga memiliki pengaruh positif dan signifikan terhadap purchase intention yang dimediasi oleh brand image dan brand trust. Hasil dari penelitian ini menegaskan bahwa perusahaan dapat memastikan kembali ulasan yang ada berasal dari konsumen agar dapat meningkatkan kepercayaan konsumen terhadap perusahaan serta citra yang dimiliki untuk meningkatkan niat dalam pembelian.
The fashion industry continues to grow with the support of technology that connects consumers and companies. This connection enables companies to better understand consumer opinions and develop more effectively. This study uses the TPB as the theoretical foundation and applies a non-probability sampling technique with a purposive sampling method. The criteria for respondents are female Mango consumers in the women’s workwear subcategory, aged at least 18 years, and domiciled in Jakarta. The total sample obtained was 126 respondents, but only 100 met the criteria. The research instrument was a questionnaire distributed using Google Forms through Instagram, WhatsApp, and Line. The data were analyzed using the PLS-SEM technique. The results show that e-WOM has a positive but insignificant effect on purchase intention. Furthermore, e-WOM has a positive and significant effect on brand image and brand trust, and both brand image and brand trust have a positive and significant effect on purchase intention. e-WOM also positively and significantly influences purchase intention when mediated by brand image and brand trust. These findings indicate that companies should ensure that online reviews originate from actual consumers to strengthen consumer trust and enhance the company’s brand image, ultimately increasing purchase intention.
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