Pengaruh Electronic Word of Mouth dan Content Marketing Terhadap Purchase Intention di Mediasi Brand Trust (Studi Pada Konsumen Generasi Z Produk Mother Of Pearl)

Azza Pramaishella; Kristiningsih

doi:10.53697/emak.v7i1.3675

Authors

Azza Pramaishella Universitas Wijaya Kusuma Surabaya
Kristiningsih Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.53697/emak.v7i1.3675

Keywords:

Electronic Word of Mouth, Content Marketing, Brand Trust, Purchase Intention, Generasi Z

Abstract

Tujuan dari penelitian ini yakni melakukan analisis pengaruh dari Electronic Word of Mouth (eWOM) danjuga Content Marketing terhadap Purchase Intention dengan Brand Trust selaku variabel mediasi pada konsumen Generasi Z produk make up Mother of Pearl. Pendekatan kuantitatif dipilih dalam penelitian ini diikuti metode survei dengan 120 responden Generasi Z di Surabaya yang diperoleh melewati teknik purposive sampling. Didalam mengumpulkan data digunakan kuesioner berskala Likert 1- 5. Hasil dari penelitian memperlihatkan bahwasanya Electronic Word of Mouth danjuga Content Marketing memiliki pengaruh positif serta signifikan akan Purchase Intention, baik secara langsung ataupun tidak langsung melewati Brand Trust. Disamping itu, Brand Trust teruji berperan selaku variabel mediasi didlam hubungan antara eWOM danjuga Content Marketing akan Purchase Intention. Temuan ini menegaskan bahwasanya kepercayaan merek dijadikan faktor kunci didalam menjembatani aktivitas pemasaran digital dengan niat beli konsumen Generasi Z.

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