Pengaruh electronic word of mouth dan initial brand trust terhadap consumers purchase intention
T Tujuan penelitian ini adalah untuk menganalisis pengaruh Electronic Word of Mouth Positive Valence, Electronic Word of Mouth Negative Valence dan Initial brand trust terhadap Consumers Purchase Intention pada brand Erigo. Data diperoleh dengan menyebarkan kuesioner secara online kepada pengguna pakaian Erigo yang membeli secara online dalam satu tahun terakhir. Sampel yang digunakan pada penelitian ini sebanyak 178 responden. Metode penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruh antar variabel-variabel yang dimiliki menggunakan metode Regresi Linear Berganda dengan bantuan software SPSS 25.Hasil Penelitian ini menyimpulkan bahwa Electronic Word of Mouth Positive Valence berpengaruh positif terhadap Initial brand trust, Electronic Word of Mouth Negative Valence tidak berpengaruh positif terhadap Initial brand trust, Electronic Word of Mouth Positive Valence berpengaruh positif terhadap Consumers Purchase Intention, Electronic Word of Mouth Negative Valence tidak berpengaruh Positif terhadap Consumers Purchase Intention, Initial brand trust berpengaruh positif terhadap Consumers Purchase Intention.
T The purpose of this study was to analyze the effect of Electronic Word of Mouth Positive Valence, Electronic Word of Mouth Negative Valence and Initial brand trust on Consumers Purchase Intention on the Erigo brand. Data was obtained by distributing online questionnaires to Erigo clothing users who bought online in the past year. The sample used in this study was 178 respondents. The sampling method used in this research is purposive sampling. The data analysis method used in this study is to analyze the influence between the variables that are owned using the Multiple Linear Regression method with the help of SPSS 25 software.The results of this study conclude that Electronic Word of Mouth Positive Valence has a positive effect on Initial brand trust, Electronic Word of Mouth Negative Valence has no positive effect on Initial brand trust, Electronic Word of Mouth Positive Valence has a positive effect on Consumers Purchase Intention, Electronic Word of Mouth Negative Valence has no positive effect on Consumers Purchase Intention, Initial brand trust has a positive effect on Consumers Purchase Intention.