PENINGKATAN PURCHASE INTENTION MELALUI TRUST PADA PENGGUNA APLIKASI ZEPETO SEBAGAI PLATFORM BISNIS DIGITAL ART 3D
DOI:
https://doi.org/10.31004/joecy.v6i1.8312Keywords:
Brand Image, Electronic Word-Of-Mouth, Purchase Intention, Trust, ZepetoAbstract
Perkembangan platform avatar 3D seperti ZEPETO membuka peluang pemasaran digital di Indonesia, namun rendahnya purchase intention terhadap item kreator menjadi isu utama akibat brand image lemah dan eWOM tidak optimal. Penelitian ini bertujuan menganalisis pengaruh brand image dan electronic word-of-mouth (eWOM) terhadap purchase intention dengan trust sebagai variabel intervening. Menggunakan explanatory research kuantitatif, populasi adalah pengguna ZEPETO Indonesia yang belum membeli item kreator, dengan sampel 150 responden via purposive sampling. Instrumen kuesioner skala Likert dianalisis dengan regresi linear berganda bertahap dan uji mediasi via SPSS 25. Hasil menunjukkan brand image (β=0.388, sig=0.000) dan eWOM (β=0.443, sig=0.000) berpengaruh positif signifikan terhadap trust (R²=56.3%), serta terhadap purchase intention (R²=41.1%) dengan trust memediasi. Kesimpulan menyatakan trust sebagai pemediasi kunci; saran praktis termasuk penguatan brand image dan eWOM untuk tingkatkan konversi bisnis digital art 3D.
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