Analisa Dampak Berbagai Faktor Brand trust dan Purchase intention di E-Commerce Pada iGen
Abstract
Penelitian ini mendeskripsikan faktor-faktor yang menentukan minat beli penduduk Kota Batam khususnya anak muda (Generasi Z) dengan rentang usia 10-25 tahun. Penelitian ini mengindikasi hubungan sebab akibat antara variabel independen yang terdiri dari perceived quality, brand awareness, online communities, E-wom dan brand association, dengan brand trust sebagai variabel intervening. Sampel dalam penelitian ini yaitu pengguna produk skincare yang pernah melakukan pembelian melalui e-commerce dari kategori produk seperti facial wash, moisturizer, toner, serum, essence, eye cream, sheet mask, sunscreen yang dikelompokkan berdasarkan hasil riset zap clinic. Penulis menggunakan metode nonprobability sampling dimana orang-orang dengan kriteria tertentu yang dapat dijadikan sampel dan diobservasi. Data yang terkumpul diuji dengan perangkat lunak Partial Least Square (PLS) yang memperlihatkan hubungan signifikan dan tidak signifikan dari variabel-variabel yang diteliti. Hasil penelitian ini menunjukkan bahwa secara langsung brand association dan perceived quality berpengaruh signifikan terhadap brand trust sebagai variabel mediasi, dengan brand awareness, e-wom, dan online communities tidak berpengaruh signifikan. Brand association, brand trust, dan e-wom berpengaruh langsung terhadap purchase intention sebagai variabel dependen, dengan brand association dan perceived qualitymemiliki pengaruh tidak langsung terhadap purchase intention dengan brand trust sebagai mediasi, serta brand awareness, e-wom, online communities tidak berpengaruh terhadap purchase intention dengan dimediasi brand trust.
Kata Kunci: Brand association, brand awareness, brand trust, EWOM, online communities, perceived quality, purchase intention, gen z, jenis produk skincare.
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DOI: https://doi.org/10.37531/sejaman.v4i3.2739
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