PERAN TRUST DALAM MEMEDIASI PENGARUH WORD OF MOUTH (WOM) TERHADAP PURCHASE INTENTION PADA KONSUMEN ONLINE
Abstract
Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis pengaruh WOM terhadap trust dan purchase intention, serta peran trust dalam memediasi pengaruh WOM terhadap purchase intention. Hipotesis penelitian adalah WOM berpengaruh positif terhadap trust; WOM dan trust berpengaruh positif terhadap purchase intention; serta trust memediasi pengaruh WOM terhadap purchase intention. Sampel sebanyak 300 orang konsumen online di Kota Semarang yang diperoleh secara purposive sampling. Data diperoleh menggunakan kuesioner yang dianalisis menggunakan analisis regresi dan tes Sobel. Hasil penelitian WOM berpengaruh positif terhadap trust dan purchase intention, serta trust memediasi pengaruh WOM terhadap purchase intention.
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DOI: https://doi.org/10.62826/muara.v4i1.41
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