The Influence Of Electronic Word Of Mouth And Brand Image On Purchasing Decisions; The Role Of Brand Trust As A Mediation Variable (Study of Xiaomi Brand Smartphone Users in Dobo City, Aru Islands Regency)
Keywords:
Electronic word of mouth, Brand image, Brand trust, Purchasing decisionsAbstract
The purpose of this research is to determine the role of brand trust as a mediating variable in the influence of electronic word of mouth variables and brand image variables on purchasing decision variables. This research is included in quantitative research. The type of data in this research is quantitative data and the data source uses primary data. The population in this study were all Xiaomi brand smartphone users in Dobo City, Aru Islands Regency. The sampling method used was non-probability sampling using purposive sampling technique. The data analysis method uses Partial Least Square (PLS) and the data is processed using SmartPLS software version 3.3.3. The research results show that electronic word of mouth has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand trust, brand trust has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions through brand trust as a mediating variable, brand image has a positive and significant effect on purchasing decisions through brand trust as a mediating variable.
Downloads
References
Adiwidjaja, A. J. (2017). Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse. Agora - Online Graduate Humanities Journal, 5(3).
Aeni, N., & Ekhsan, M. (2020). Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 377–386. https://doi.org/10.36778/jesya.v4i1.331
Alfian, Z., & Utami, S. (2019). Pengaruh E-Wom Terhadap Keinginan Untuk Membeli Dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Pengguna Aplikasi Steam Di Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(1), 258–268.
Amin, A. M., & Yanti, F. (2021). INVEST : Jurnal Inovasi Bisnis dan Akuntansi Motivation On The Decision To Purchase Korean Skincare Products Nature Republic Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic. 2(1), 1–14. http://journal.al-matani.com/index.php/invest/article/view/111
Atmaja, N. P. C. darmadewi, & Menuh, N. N. (2019). Peran Mediasi Brand Trust Pada Pengaruh Brand Image Terhadap Keputusan Pembelian Secara Online. Prosiding Seminar Nasional Hasil Penelitian-Denpasar, 1–12.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Citra, T., & Santoso, S. B. (2016). ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN CETAKAN CONTINUOUS FORM MELALUI KEPERCAYAAN MEREK (Studi pada Percetakan Jadi Jaya Group, Semarang). Jurnal Studi Manajemen Organisasi, 13(1), 67. https://doi.org/10.14710/jsmo.v13i1.13414
Dewi, N. S., & Sudiksa, I. B. (2019). Peran Kepercayaan Merek Memediasi Electronic Word of Mouth Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18
Faozah, B., & Wardhana, A. (2020). Pengaruh Celebrity Endorser Dan Electronic Word of Mouth ( Ewom ) Terhadap Keputusan Pembelian Pada Akun Instagram Local . Id the Effect of Celebrity Endorser and Electronic Word of Mouth ( Ewom ) on Purchasing Decisions on Local . Id Instagram Accounts. 7(2), 6286–6296.
Febrianti, N., & Widiartanto. (2018). Pengaruh Word of Mouth, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Yamaha Mio. Diponegoro Journal of Social and Political, 1–10. http://ejournal-s1.undip.ac.id/index.php/
Goyette I., Ricard, L., J., B., & F., M. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.
Hapsoro, B. B., & Hafidh, W. A. (2018). THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE ON PURCHASING DECISIONS THROUGH BRAND TRUST AS MEDIATING VARIABLE .Pdf. Journal of Advanced Research in Dynamical and Control Systems, 11(5), 631–633. http://www.jardcs.org/abstract.php?id=1981
Hawa, S. D. (2021). Dampak Electronic Word Of Mouth ( eWom ) pada Smarthphone Xiaomi. Jurnal Sistem Informasi Dan Teknologi Peradaban (JSITP) Vol., 2(2), 27–34.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hisan, K., & Rizkia, K. (2021). Pengaruh Kualitas Pelayanan Dan Kepercayaan Merek Terhadap Keputusan Pembelian Pada Situs Lazada ( Studi Kasus Pada Masyarakat Kota Langsa ). 9(2), 255–262.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Education.
Lianto, A. S. (2015). Pengaruh e-Wom Terhadap Brand Image dan Brand Trust dan Dampaknya Terhadap Minat Beli Smartphone di Surabaya. Petra Business & Management Review, 1(2), 37–49.
Mardiani, N. F., Wijayanto, H., & Santoso, E. (2020). Pengaruh Persepsi Kualitas Informasi, Gaya Hidup, dan Kepercayaan Merek terhadap Keputusan Pembelian Tas Sophie Martin Paris di Ponorogo. ASSET: Jurnal Manajemen Dan Bisnis, 3(1). https://doi.org/10.24269/asset.v3i1.2703
Maulana, N., Saftari, I. J., & Batu, R. L. (2021). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND TRUST PADA BUKALAPAK Nugraha. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 2327–2341.
Merina, E. (2021). PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI TOKO APOLLO PLAZA MARINA SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1342–1348.
Nurahman, I., & Indrianto, A. P. (2021). Pengaruh Harga , Citra Merek , Kualitas Produk , dan Promosi terhadap Keputusan Pembelian Oppo Smartphone ( Survei Pada Konsumen Oppo Smartphone di Yogyakarta ). YUME : Journal of Management, 4(2), 162–171. https://doi.org/10.37531/yum.v11.75
Padmawati, N. M., & Suasana, I. G. A. K. G. (2020). PERAN KEPERCAYAAN MEREK DALAM MEMEDIASI PENGARUH E-WOMTERHADAP KEPUTUSAN PEMBELIAN PRODUK CHATIME DI BALI Ni. Angewandte Chemie International Edition, 6(11), 951–952., 9(7), 2621–2641. doi: https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p08%0AISSN
Pratiwi, D., & Rachmi, A. (2020). Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Bedak Marcks (Studi Pada Mahasiswa Prodi D4 Manajemen Pemasaran Jurusan Administrasi. Jurnal Aplikasi Manajemen & Bisnis, 6(1), 121–125.
Puspita, R., Yunus, M., & Sulaiman. (2017). Pengaruh Faktor Sosial, Citra Merek dan Kualitas Produk Terhadap Kepercayaan Merek Serta Dampaknya Pada Loyalitas Pelanggan Telepon Selular (Studi Kasus Pada Pengguna Samsung di Kota Batam Aceh). Jurnal Magister Manajemen, 1(1), 46–58. http://www.jurnal.unsyiah.ac.id/JMM/article/view/9006
Setyani, T. P. H., & Ir. Wasis Gunadi. (2020). PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL ALL NEW RIO KIA MOTORS INDONESIA (Pada PT. RADITA AUTOPRIMA). Journal of Chemical Information and Modeling, 1(1), 92–102.
Suprapti, N. W. S. (2010). Perilaku Konsumen: Pemahaman Dasar dan Aplikasinya Dalam Strategi Pemasaran.
Susilawati, W., & Wufron. (2017). Pengaruh Brand Image Terhadap Brand Trust Serta Implikasinya Terhadap Brand Loyality (Produk Dodol PT. Herlinah Cipta Pratama). Jurnal Wacana Ekonomi, 17, 1–11.
Upbatam, I., & Saputra, A. (2020). Pengaruh Citra Merek Dan Promosi Terhadap Keputusan Pembelian Produk Indocafe Pada Pt Prima Bintang Distribusindo. Magisma: Jurnal Ilmiah Ekonomi Dan Bisnis, 8(2), 17–24. https://doi.org/10.35829/magisma.v8i2.94
Wacono, T. D., Lukitaningsih, A., & Maharani, B. D. (2021). Pengaruh E-WoM, Peer Group dan Gaya Hidup Hedonis pada Keputusan Pembelian Filosofi Kopi Jogja Topri. Jurnal Bingkai Ekonomi, 6(2), 1–11.
Wijaya, T., & Paramita, E. L. (2014). Pengaruh Electronic Word of Mouth (E-WoM) terhadap Keputusan Pembelian Kamera DSLR. Seminar Nasional Dan Call for Paper, 978-602-70429-1–9, 12–19. https://publikasiilmiah.ums.ac.id/xmlui/handle/11617/4729%0Ahttp://repository.uksw.edu/handle/123456789/5668
