PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna E-commerce Tokopedia di Kota Serang)

Mulya Nugraha, Fajar (2025) PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna E-commerce Tokopedia di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the role of brand trust in mediating the relationship between electronic word of mouth (E-WOM) and social media marketing on purchasing decisions for Tokopedia users in Serang City. The research method used is quantitative with a descriptive approach. Data collection was carried out through questionnaires and literature studies. The population in this study were people in Serang City who had made purchases on Tokopedia, with a sample size of 170 respondents. The sampling techniques used were purposive sampling and accidental sampling. Data analysis was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 4.0 software. The results of this study indicate that: (1) Electronic Word of Mouth has a positive and significant effect on Purchasing Decisions. (2) Social Media Marketing has a positive and significant effect on Purchasing Decisions. (3) Electronic Word of Mouth has a positive and significant effect on Brand Trust. (4) Social Media Marketing has a positive and significant effect on Brand Trust. (5) Brand Trust has a positive and significant effect on Purchasing Decisions. (6) Brand Trust is able to mediate the effect of Electronic Word of Mouth on Purchasing Decisions. (7) Brand Trust is able to mediate the influence of Social Media Marketing on Purchasing Decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	0003116708
Thesis advisor	Satyanegara, Diqbal	0007028303

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran brand trust dalam memediasi hubungan antara electronic word of mouth (E-WOM) dan social media marketing terhadap keputusan pembelian pada pengguna Tokopedia di Kota Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah masyarakat Kota Serang yang pernah melakukan pembelian di Tokopedia, dengan jumlah sampel sebanyak 170 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan accidental sampling. Analisis data dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (2) Social Media Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Brand Trust. (4) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Trust. (5) Brand Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Brand Trust mampu memediasi pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian. (7) Brand Trust mampu memediasi pengaruh Social Media Marketing terhadap Keputusan Pembelian

Uncontrolled Keywords:

Electronic Word Of Mouth, Social Media Marketing, Brand Trust, Purchasing Decisions Electronic Word Of Mouth, Social Media Marketing, Brand Trust, Keputusan Pembelian

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Mr Fajar Mulya Nugraha

Date Deposited:

28 Feb 2025 07:58

Last Modified:

28 Feb 2025 07:58

URI:

http://eprints.untirta.ac.id/id/eprint/47364

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