Pengaruh Electronic Word of Mouth dan Influencer Marketing terhadap Keputusan Pembelian Produk Fashion Thrift dengan Minat Beli sebagai Variabel Intervening

RA Reina Widia Hapsari (Universitas Pandanaran)
Dyah Ika Kirana Jalantina (Universitas Pandanaran)
Leonardo Budi Hasiholan (Universitas Pandanaran)

Jurnal Transformasi Bisnis Digital
Vol. 3 No. 4 (2026): Juli: Jurnal Transformasi Bisnis Digital (JUTRABIDI)

This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) and Influencer Marketing on Purchase Decisions of Thrift Fashion products, with Purchase Intention as an intervening variable among Generation Z in Semarang City. This study employed a quantitative method using a purposive sampling technique with a sample of 100 respondents, and the data were analyzed using multiple linear regression and mediation analysis (Sobel test) with the aid of Jamovi software. The results indicate that Electronic Word of Mouth and Influencer Marketing have a positive and significant effect on Purchase Intention. However, Electronic Word of Mouth and Influencer Marketing do not have a significant direct effect on Purchase Decisions. Meanwhile, Purchase Intention has a positive and significant effect on Purchase Decisions and is able to fully mediate the effect of Electronic Word of Mouth and Influencer Marketing on Purchase Decisions. These findings indicate that digital marketing stimuli shape Generation Z's purchase behaviour indirectly, by first building purchase intention, before that intention translates into an actual purchase decision for Thrift Fashion products.