PENGARUH CITRA MEREK, ELECTRONIC WORD OF MOUTH, DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Bootcamp Belajarlagi)

Arnoldy Putra, Mario Rafles
Budi Santosa, Suryono
Kamalia Fu'adi, Dhena

Diponegoro Journal of Management
Volume 13, Nomor 2, Tahun 2024

ABSTRACT The research conducted this time has the aim of analyzing the influence Brand Image, Electronic Word of Mouth, and Content Marketing on purchasing decisions for Bootcamp Belajarlagi with Brand Trust as an intervening variable. The population used is consumers who buy Belajarlagi products who are domiciled in Jakarta, Bogor, Depok, Tangerang, and Bekasi with ages 18 - 45 years. The sample used amounted to 152 respondents. The data collection method uses a questionnaire with the Structural Equation Modeling (SEM) analysis technique using AMOS 24.0 as an analytical tool. The results showed that Brand Image had a positive and significant effect on Brand Trust, Electronic Word of Mouth had a positive and significant effect on Brand Trust, Content Marketing had a positive and significant effect on Brand Trust, and Brand Trust had a positive and significant effect on purchasing decisions.