Pengaruh brand trust, obc trust, repurchase intention terhadap positive e-wom intention pada sepatu merek Adidas

Pratogo, Pratogo (2024) Pengaruh brand trust, obc trust, repurchase intention terhadap positive e-wom intention pada sepatu merek Adidas. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh antara brand trust berpengaruh positif terhadap OBC trust, brand trust berpengaruh positif terhadap repurchase intention, OBC trust berpengaruh positif terhadap repurchase intention, brand trust berpengaruh positif terhadap positive e-wom intention, OBC trust berpengaruh positif terhadap positive e-wom intention, repurchase intention berpengaruh positif terhadap positive e-wom intention, OBC trust dan repurchase intention secara bersama-sama memediasi hubungan antara brand trust dan positive e-wom intention. Jenis penelitiannya adalah kuantitatif. Teknik pengumpulan datanya menggunakan kuesioner dengan skala Likert nilai 1-5. Obyek penelitiannya adalah produk merk Adidas. Teknik samplingnya menggunakan purposive sampling adalah karena penelitian ini membutuhkan responden yang memiliki karakteristik tertentu yaitu konsumen yang berusia minimal 17 tahun, pernah membeli sepatu merek Adidas dalam kurun waktu 1 tahun (Maret 2023 – April 2024) dan berdomisili di JABODETABEK. Responden dalam studi pendahuluan berjumlah 50 orang dan studi actual 250 orang. Pengolahan data menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dan diolah dengan menggunakan software SmartPLS 3. Hasil penelitian menunjukan brand trust berpengaruh positif terhadap OBC Trust, brand trust berpengaruh positif terhadap niat pembelian kembali, OBC Trust berpengaruh positif terhadap repurchase intention, brand trust berpengaruh positif terhadap positive e-wom intention, obc trust berpengaruh positif terhadap positive e-wom intention, repurchase intention berpengaruh positif terhadap positive e-wom intention, OBC Trust dan repurchase intention secara bersama-sama memediasi hubungan antara brand trust dan positive e-wom intention. / This research aims to determine the influence between brand trust has a positive effect on OBC trust, brand trust has a positive effect on repurchase intention, OBC trust has a positive effect on repurchase intention, brand trust has a positive effect on positive e-wom intention, OBC trust has a positive effect on positive ecommerce. wom intention, repurchase intention have a positive effect on positive e-wom intention, OBC trust and repurchase intention together mediate the relationship between brand trust and positive e-wom intention. The type of research is quantitative. The data collection technique uses a questionnaire with a Likert scale of 1-5. The research object is merk product Adidas. The sampling technique uses purposive sampling because this research requires respondents who have certain characteristics, namely consumers who are at least 17 years old, have purchased Adidas brand shoes within a period of 1 year (March 2023 – April 2024) and live in JABODETABEK. Respondents in the preliminary study were 50 people and 250 people in the actual study. Data processing uses Partial Least Square – Structural Equation Modeling (PLS-SEM) and processed using SmartPLS 3. The research results show that brand trust has a positive effect on OBC Trust, brand trust has a positive effect on repurchase intention, OBC Trust has a positive effect on repurchase intention, brand trust has a positive effect on positive e-wom intention, OBC trust has a positive effect on positive e-wom intention, repurchase intention has a positive effect on positive e-wom intention, OBC Trust and repurchase intention jointly mediate the relationship between brand trust and positive e-wom intention.

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