Pengaruh Brand Image Dan E-Wom Terhadap Repurchase Intention Dengan Mediasi Brand Trust Pada Pengguna Platform E-Commerce Di Kalangan Gen Z
DOI:
https://doi.org/10.31004/joecy.v5i2.3120Keywords:
Brand Image, E-Wom, Brand Trust, Repurchase Intention, E-Commerce, Shopee, Gen ZAbstract
Pada era digital ini, masyarakat dimudahkan dengan kemajuan teknologi dan informasi. Salah satu kemudahan yang dirasakan adalah berbelanja online melalui e-commerce. Fenomena berbelanja online menyajikan suasana dan pengalaman yang berbeda karena lebih mudah dan efisien waktu dibandingkan dengan berbelanja di offline. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh antara brand image, e-wom dan brand trust terhadap repurchase intention pada pengguna e-commerce di kalangan gen z. Penelitian dilakukan pada 150 responden yang memenuhi kriteria penelitian dengan melakukan penyebaran kuesioner secara online. SEM PLS sebagai metode pengolahan data dengan menggunakan software SmartPLS4. Pada penelitian ini ditemukan bahwa seluruh hipotesis yang diajukan diterima serta berpengaruh secara positif dan signifikan, Brand image memiliki pengaruh terhadap repurchase intention, e-wom berpengaruh terhadap repurchase intention. Selanjutnya, brand image memiliki pengaruh terhadap brand trust, e-wom memiliki pengaruh terhadap brand trust dan brand trust memiliki pengaruh terhadap repurchase intention. Implikasi manajerial dari penelitian ini menunjukkan bahwa Shopee perlu membangun kepercayaan dan citra merek yang kuat serta menyediakan informasi pelanggan yang relevan untuk mendorong pembelian ulang.
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