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All Journal Journal Competency of Business Strata Business Review
Hamidah, Diana Rofi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Kepercayaan Merek Terhadap Minat Beli Melalui Electronic Word of Mouth (E-Wom) Pada Toko Belanja Hamidah, Diana Rofi; Wisnalmawati, Wisnalmawati; Arif, Nina Fapari
Strata Business Review Vol. 2 No. 2 (2024): November
Publisher : CV. Strata Persada Academia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59631/sbr.v2i2.257

Abstract

This research examines the influence of brand trust, which directly influences purchase intentions, which are mediated by e-WOM. This research examines the effect of brand trust intervention on purchase intentions, which is analyzed with a population taken from consumers in shopee. The number of samples in this research was 100 respondents. The sampling technique uses accidental, namely distributing questionnaires to consumers who meet in WhatsApp groups. The data was tested using the variables of brand trust and purchase intention. The data were analyzed using the Structural Equational Model (SEM) with Partial Lease Square (Smart PLS) technique. The research results show that the indicator variables proposed to test the influence of brand trust on repurchase intention. The Q2 predictive relevance value shows that trust and e-WOM contribute 59.34 % to purchase intention. The other variable affects the rest, which is 40.66 %. Brand trust influences purchase intentions, mediated by e-WOM in a shopee. The novelty of this research is that e-WOM can increase the purchase intention of April brand in shopee. We found that brand trust influences purchase intention mediated by e-WOM in Shopee. This will contribute to other research; creating positive e-WOM is crucial to increase purchase intention for the April brand in shopee. The findings of this study may contribute to consumer behavior models, shopee, and Triple duties.
PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PROMOSI PRODUK SAFI TERHADAP MINAT BELI KONSUMEN ( Studi Pada Wanita Usia 20-30 Tahun di Yogyakarta) Hamidah, Diana Rofi; Giyartiningrum, Eko
Journal Competency of Business Vol. 7 No. 1 (2023): Journal Competency of Business
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jcob.v7i01.2008

Abstract

This research aims to know: (1) the influence of brand image toward buying interest, (2) the influence of product quality toward buying interest, (3) the influence of promotion toward buying interest, (4) the influence of brand image, products quality, and promotion toward buying interest. This research applied a quantitative approach by collecting data through survey methods. The population of this research is women aged 20-30 years in Yogyakarta. The sample consisted of 30 respondents by collected data through a questionnaire. The data analysis technique in this study used multiple linear regression analysis. The results of this research showed that: (1) brand image has a positive impact on buying interest, and (2) product quality has a positive impact on buying interest. (3) promotion gives positive impact on buying interest, (4) brand image, products quality, and promotion simultaneously give positive impact on buying interest.
Co-Authors Arif, Nina Fapari Rr. Eko Giyartiningrum Wisnalmawati Wisnalmawati