PENGARUH DIGITAL MARKETING DAN BRAND TRUST TERHADAP CUSTOMER PURCHASE INTENTION DENGAN E-WOM SEBAGAI MEDIASI Studi Kasus Konsumen Produk Wardah Secara Online di Kota Semarang

Mardiah Rahman Latif; Robertus Basiya

doi:10.31539/wjc46c09

Authors

Mardiah Rahman Latif Universitas Stikubank Semarang
Robertus Basiya Universitas Stikubank Semarang

DOI:

https://doi.org/10.31539/wjc46c09

Keywords:

Digital Marketing, Brand Trust, Customer Purchase Intention, E-WOM

Abstract

Penelitian ini bertujuan untuk menyelidiki dampak digital marketing dan kepercayaan merek terhadap intensi pembelian konsumen melalui peran E-WOM Sebagai Mediasi (Studi Kasus Konsumen Produk Wardah Secara Online di Kota Semarang). Metode yang diterapkan dalam penelitian ini adalah pendekatan kuantitatif dengan jenis penelitian eksplanatori (explanatory research). Data dikumpulkan dengan melakukan menyebarkan kuesioner kepada pelanggan produk Wardah yang ada di Semarang. Responden penelitian ini menggunakan 232 responden. Pengambilan sampel di hitung menggunakan rumus Slovin. Pengelolaan data meliputi uji instrumen penelitian, uji fit model, koefesien determinasi, uji normalitas, analisis deskriptif, analisis regresi beganda, uji hipotesis (uji t), dan uji pengaruh variabel mediasi. Hasil penelitian Digital Marketing dan Brand Trust berpengaruh positif terhadap E-WOM, Digital marketing dan kepercayaan merek terbukti memiliki pengaruh positif terhadap niat beli, demikian pula electronic word of mouth (E-WOM) yang turut memberikan dampak positif terhadap intensi pembelian konsumen produk Wardah di Kota Semarang, ini ditujukkan oleh nilai F hitung sebesar 125,389 dengan nilai signifikansi 0,000.

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