<![CDATA[Penelitian ini bertujuan untuk menguji pengaruh perceived quality, e-WOM, dan brand trust terhadap purchase intention produk Glad2Glow di wilayah Jabodetabek. Metode yang digunakan adalah kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 200 responden. Hasil penelitian menunjukkan bahwa e-WOM dan brand trust memiliki pengaruh positif dan signifikan terhadap purchase intention, sementara perceived quality tidak menunjukkan pengaruh yang signifikan baik terhadap purchase intention maupun brand trust. Brand trust terbukti memediasi hubungan antara perceived quality dan purchase intention, namun tidak memediasi hubungan antara e-WOM dan purchase intention. Nilai R² untuk brand trust dan purchase intention masing-masing sebesar 0,617 dan 0,669, menunjukkan bahwa variabel independen dalam model dapat menjelaskan hubungan yang kuat. Analisis Effect Size (f²) menunjukkan bahwa e-WOM memiliki pengaruh yang sangat kuat terhadap brand trust, sedangkan perceived quality menunjukkan pengaruh yang lemah terhadap kedua variabel. Penelitian ini juga menunjukkan bahwa e-WOM memainkan peran dominan dalam membangun brand trust dan purchase intention. Secara keseluruhan, hasil penelitian ini memberikan wawasan penting bagi perusahaan dalam merancang strategi pemasaran berbasis e-WOM dan meningkatkan brand trust untuk meningkatkan niat beli konsumen. This study aims to examine the influence of perceived quality, e-WOM, and brand trust on purchase intention of Glad2Glow products in the Jabodetabek area. A quantitative approach was used with data collection through questionnaires distributed to 200 respondents. The results show that e-WOM and brand trust have a positive and significant impact on purchase intention, while perceived quality did not show a significant effect on either purchase intention or brand trust. Brand trust was found to mediate the relationship between perceived quality and purchase intention, but did not mediate the relationship between e-WOM and purchase intention. The R² values for brand trust and purchase intention were 0.617 and 0.669, respectively, indicating a strong explanatory relationship. Effect Size (f²) analysis reveals that e-WOM has a very strong influence on brand trust, while perceived quality has a weak effect on both variables. This study also highlights that e-WOM plays a dominant role in building brand trust and purchase intention. Overall, the findings provide important insights for companies in designing marketing strategies based on e-WOM and enhancing brand trust to increase consumer purchase intention.]]>
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