Hubungan Antara Citra Merek Dan Electronic Word Of Mouth Terhadap Niat Pembelian: Studi Pada Produk Skincare The Originote Di Kalangan Mahasiswa Universitas Trunojoyo Madura
DOI:
https://doi.org/10.37385/msej.v5i6.6925Keywords:
Citra Merek, Electronic Word of Mouth, e-WOM, Niat Pembelian, Skincare, MahasiswaAbstract
Penelitian ini menganalisis pengaruh citra merek dan electronic word of mouth (e-WOM) terhadap niat pembelian produk skincare The Originote di kalangan mahasiswa Universitas Trunojoyo Madura. Penelitian kuantitatif dengan pendekatan deskriptif korelasional ini melibatkan mahasiswa yang pernah menggunakan produk The Originote dan aktif di media sosial, dipilih melalui teknik accidental sampling. Jumlah sampel ditentukan dengan tingkat kesalahan 5% (? = 0,05), dan pengumpulan data menggunakan kuesioner yang diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan uji korelasi Pearson dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh positif signifikan terhadap niat pembelian, dengan koefisien regresi 0,638 dan tingkat signifikansi 0,000 (p < 0,05). Korelasi positif yang kuat (Pearson Correlation = 0,766) mengindikasikan bahwa citra merek yang positif meningkatkan niat beli konsumen. E-WOM juga berpengaruh positif signifikan dengan koefisien regresi 0,306 dan tingkat signifikansi 0,004 (p < 0,05), serta korelasi positif kuat (Pearson Correlation = 0,689), menunjukkan ulasan elektronik yang baik meningkatkan niat beli. Secara simultan, citra merek dan e-WOM memengaruhi niat pembelian secara signifikan, dengan nilai Adjusted R Square sebesar 0,613. Ini menunjukkan 61,3% variasi niat beli dijelaskan oleh kedua variabel ini. Hasil uji ANOVA dengan nilai F sebesar 79,409 dan tingkat signifikansi 0,000 menguatkan model regresi ini. Penelitian menyimpulkan bahwa citra merek dan e-WOM berperan penting dalam meningkatkan niat pembelian.
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