%0 Thesis
%9 S1
%A Mulya Nugraha, Fajar
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS EKONOMI DAN BISNIS,
%A JURUSAN MANAJEMEN,
%B MANAJEMEN
%D 2025
%F eprintuntirta:47364
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Electronic Word Of Mouth, Social Media Marketing, Brand Trust, Purchasing Decisions  Electronic Word Of Mouth, Social Media Marketing, Brand Trust, Keputusan Pembelian
%P 141
%T 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)
%U https://eprints.untirta.ac.id/47364/
%X 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.
%Z 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