ANALISIS PENGARUH MINAT BELI CLAIRMONT MELALUI KEPERCAYAAN MEREK

Christian Parjolo Claus Siahaan, . (2026) ANALISIS PENGARUH MINAT BELI CLAIRMONT MELALUI KEPERCAYAAN MEREK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the effects of Electronic Word of Mouth (e-WOM), Social Media Engagement, and Brand Image on Purchase Intention through Brand Trust among Clairmont Patisserie consumers. This study employed a quantitative approach using a survey method. Data were collected by distributing questionnaires to Clairmont Patisserie consumers using a purposive sampling technique. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.0 software. The findings indicate that e-WOM has no effect on Purchase Intention but has a on Brand Trust. Furthermore, Social Media Engagement, Brand Image, and Brand Trust have on Purchase Intention. In addition, Social Media Engagement and Brand Image also have on Brand Trust. The mediation analysis demonstrates that Brand Trust partially mediates the effects of e-WOM, Social Media Engagement, and Brand Image on the Purchase Intention of Clairmont Patisserie consumers.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111231] [Pembimbing: Miguna Astuti] [Penguji 1 : Princhita Nabila Maram Pahlawan] [Ketua Penguji: Dienni Ruhjatini Sholihah]
Uncontrolled Keywords:	Electronic Word of Mouth (e-WOM), Social Media Engagement, Brand Image, Brand Trust, Purchase Intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	CHRISTIAN PARJOLO CLAUS SIAHAAN
Date Deposited:	28 Aug 2026 02:44
Last Modified:	28 Aug 2026 02:44
URI:	http://repository.upnvj.ac.id/id/eprint/52406

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