ANALISIS PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND TRUST

Athallah Safir Manaf, . (2025) ANALISIS PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND TRUST. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Examining the impact of influencers, brand image, and electronic word-of-mouth (eWOM) on purchase intention is the aim of this study. 384 Shopee users were given questionnaires as part of this quantitative investigation. To examine the connections between the variables in the suggested model, the study uses the Partial Least Squares (PLS) approach. The findings show that influencers, brand image, and electronic word-of-mouth all significantly and favorably affect consumers' intentions to make a purchase. According to these results, these elements are quite important in determining the purchasing intents of customers, especially when it comes to e-commerce platforms. The study also demonstrates that favorable eWOM, influencers' positive effect, and a strong company image can all boost consumers' intentions to buy. Practically speaking, these results offer insightful information to marketers and upcoming scholars who wish to comprehend purchase intention from the viewpoints of influencers, eWOM, and brand image. The findings can also be used as a guide by e-commerce businesses to create more successful marketing plans that will increase sales and conversion rates.

Item Type:	Thesis (Tesis)
Additional Information:	[No.Panggil: 2310122010] [Pembimbing: Prasetyo Hadi] [Penguji 1: Iwan Kresna Setiadi] [Penguji 2: Maria Assumpta Wikantari]
Uncontrolled Keywords:	Brand Image, E-commerce, Electronic Word of Mouth (eWOM) Purchase Intention, Influencer.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User:	ATHALLAH SAFIR MANAF
Date Deposited:	11 Aug 2025 05:16
Last Modified:	12 Aug 2025 02:01
URI:	http://repository.upnvj.ac.id/id/eprint/38533

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