Pengaruh Brand Image, Web Quality dan Trust Terhadap Purchase Intention Melalui Electronic Word of Mouth sebagai Variabel Intervening Studi Kasus pada Pembelian Body Care Secara Online di Marketplace

Prasetyo Budi Raharjo(1*) , Aris Tri Haryanto(2) , Septiana Novita Dewi(3)


(1) 
(2) Universitas Dharma AUB Surakarta
(3) Universitas Dharma AUB Surakarta
(*) Corresponding Author

Abstract


This research was conducted with the aim of providing analysis results of the relationship between brand image, web quality and trust towards electronic word of mouth on online body care purchases in the Marketplace and providing empirical results of the relationship between brand image, web quality and trust through electronic word of mouth towards purchase intention on online body care purchases in the Marketplace. The analysis technique used path analysis with hypothesis testing using partial T and simultaneous F tests. Respondents in this research were students in Surakarta who made online body care purchases in the Marketplace as many as 50 people. The results of this study Brand Image has no significant effect on E-WOM. Web Quality has no significant effect on E-WOM. Trust has a significant effect on E-WOM. Brand Image has a significant effect on purchase intention. Web Quality has no significant effect on purchase intention. Trust has significant effect on purchase intention. E-WOM has a significant effect on purchase intention. The total R2 value of 0.8716 means that the purchase intention variable Purchase Intention on online body care purchases in the Marketplace is explained by E-WOM, Trust, brand image and web quality by 87.16%. The results of the intervening variable analysis show that Brand Image and Trust are more effective directly in increasing Purchase Intention. While Web Quality is more effective using the increase in the intervening variable Electronic Word of Mouth to be able to increase Purchase Intention. So Electronic Word of Mouth is more appropriate for increasing Web Quality towards Purchase Intention.

Keywords


Brand Image; Web Quality; Trust; Electronic Word of Mouth; Purchase Intention; Online Purchasing

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References


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DOI: https://doi.org/10.36587/probank.v10i1.1965

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