PERAN KEPERCAYAAN MEREK MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MADAME GIE - Dikayana, Ni Putu Devi Putri; Wardana, I Made (E-Jurnal Manajemen; Vol 13 No 5 (2024)DO - 10.24843/EJMUNUD.2024.v13.i05.p01, 2024)
Tujuan penelitian ini adalah untuk menjelaskan pengaruh electronic word of mouth terhadap keputusan pembelian, pengaruh electronic word of mouth terhadap kepercayaan merek, pengaruh kepercayaan merek terhadap keputusan pembelian, dan peran kepercayaan merek memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. Penelitian ini dilakukan pada konsumen Madame Gie di Kota Denpasar. Metode penentuan sampel menggunakan teknik non probability sampling dengan 120 responden. Pengumpulan data melalui kuesioner dalam bentuk google form . Teknik analisis menggunakan analisis jalur dan uji sobel. Hasil penelitian menunjukkan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap kepercayaan merek. Electronic word of mouth dan kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan merek secara signifikan memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. Implikasi teoritis dari penelitian ini adalah memberikan kontribusi ilmiah dan bukti empiris berdasarkan hasil pengujian yang telah dilakukan. Implikasi praktis dari penelitian ini adalah dapat menjadi acuan bagi pihak manajemen dan pihak terkait lainnya.   The purpose of this study was to explain the effect of electronic word of mouth on purchasing decisions, the effect of electronic word of mouth on brand trust, the effect of brand trust on purchasing decisions, and the role of brand trust in mediating the effect of electronic word of mouth on purchasing decisions. This research was conducted on Madame Gie consumers in Denpasar City. The method of determining the sample using a non-probability sampling technique with 120 respondents. Data collection through a questionnaire in the form of google form. The analysis technique uses path analysis and Sobel test. The results showed that electronic word of mouth had a positive and significant effect on brand trust. Electronic word of mouth and brand trust have a positive and significant effect on purchasing decisions. Brand trust significantly mediates the effect of electronic word of mouth on purchasing decisions. The theoretical implication of this research is to provide scientific contribution and empirical evidence based on the results of the tests that have been carried out. The practical implication of this research is that it can become a reference for management and other related parties.