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All Journal Jurnal Publikasi Ilmu Manajemen Jurnal Intelek Dan Cendikiawan Nusantara
Heriyana Heriyana
Universitas Malikussaleh
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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The Effect of Electronic Word of Mouth on Consumer Loyalty through Brand Trust in E-Commerce Heriyana Heriyana; Abdi Fadhlan; shinta rahmani
Jurnal Publikasi Ilmu Manajemen Vol. 5 No. 2 (2026): Juni: Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v5i2.6682

Abstract

This study aims to analyze the effect of electronic word of mouth on consumer loyalty, both directly and indirectly through brand trust among Shopee users purchasing local MSME products. The study employed a quantitative approach with an explanatory and cross-sectional research design. Data were collected using a five-point Likert-scale questionnaire from 150 respondents selected through purposive sampling and analyzed using PLS-SEM with SmartPLS 4. The results demonstrate that electronic word of mouth has a positive and significant effect on consumer loyalty and brand trust. Brand trust also has a positive and significant effect on consumer loyalty and provides complementary partial mediation in the relationship between electronic word of mouth and consumer loyalty, with a VAF value of 61.36%. The indirect effect, which was greater than the direct effect, indicates that building brand trust is the primary mechanism through which online reviews are transformed into consumer loyalty. The findings imply that MSME sellers should manage authentic and credible customer reviews while maintaining consistency in product quality, service, delivery, and complaint handling to develop sustainable consumer loyalty.
Pengaruh Digital Marketing, Price Perception, dan Online Customer Review Terhadap Keputusan Mahasiswa Dalam Pembelian Produk Fashion Di Tokopedia Diffa Nadila; Mariyudi Mariyudi; Heriyana Heriyana; Muchsin Muchsin
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 3 No. 04 (2026): AGUSTUS - SEPTEMBER 2026
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Penelitian ini bertujuan menganalisis pengaruh Digital Marketing, Price Perception, dan Online Customer Review terhadap keputusan mahasiswa dalam pembelian produk fashion di Tokopedia. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 mahasiswa Universitas Malikussaleh yang pernah membeli produk fashion di Tokopedia, dengan teknik purposive sampling dan analisis regresi linier berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa Digital Marketing, Price Perception, dan Online Customer Review secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Price Perception menjadi variabel yang paling dominan dengan koefisien regresi sebesar 0,448. Secara simultan, ketiga variabel berpengaruh signifikan dengan nilai Fhitung 80,996 dan signifikansi 0,000. Nilai Adjusted R² sebesar 0,716 menunjukkan bahwa 71,6% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut, sedangkan 28,4% sisanya dipengaruhi oleh faktor lain di luar penelitian.
Co-Authors Abdi Fadhlan Diffa Nadila Mariyudi Mariyudi Muchsin Muchsin Shinta Rahmani