Pengaruh perceived quality dan e-wom terhadap purchase intention pada produk glad2glow yang dimediasi oleh brand trust

Jivana, Sherlene (2024) Pengaruh perceived quality dan e-wom terhadap purchase intention pada produk glad2glow yang dimediasi oleh brand trust. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
This study aims to analyze the effect of perceived quality and electronic word of mouth (e-WOM) on purchase intention for Glad2Glow products, with brand trust as a mediating variable. The research adopts a quantitative approach, collecting data through an online questionnaire distributed via Google Forms. A total of 200 respondents were selected using purposive sampling. The collected data were analyzed using SmartPLS software. The results indicate that e-WOM significantly influences purchase intention and brand trust, while perceived quality does not have a significant effect on either variable. Brand trust is proven to mediate the relationship between perceived quality and purchase intention but does not mediate the relationship between e-WOM and purchase intention.
Keywords: Perceived Quality, e-WOM, Purchase Intention, Brand Trust

Abstrak:
Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality dan electronic word of mouth (e-WOM) terhadap purchase intention pada produk Glad2Glow, dengan brand trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner online yang disebarkan menggunakan Google Form. Sebanyak 200 responden dipilih melalui metode purposive sampling. Data yang diperoleh dianalisis menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa e-WOM berpengaruh signifikan terhadap purchase intention dan brand trust, sementara perceived quality tidak berpengaruh signifikan terhadap kedua variabel tersebut. Brand trust terbukti memediasi hubungan antara perceived quality dan purchase intention, namun tidak memediasi hubungan antara e-WOM dan purchase intention.
Kata Kunci: Perceived Quality, e-WOM, Purchase Intention, Brand Trust

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	23 Jun 2025 06:42
Last Modified:	23 Jun 2025 06:42
URI:	https://repotest.untar.ac.id/id/eprint/47322

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