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PERAN MEDIASI TRUST IN STORE PADA PENGARUH DIGITAL MARKETING DAN EWOM TERHADAP REPURCHASE INTENTION PADA KONSUMEN MARKETPLACES
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Penelitian ini bertujuan untuk menguji dan menjelaskan peran trust in store dalam memediasi pengaruh digital marketing dan electronic word of mouth terhadap repurchase intention pada konsumen online marketplaces di Kota Denpasar. Pendekatan yang digunakan adalah penelitian kuantitatif dengan sampel konsumen online marketplaces di Kota Denpasar. Data dalam penelitian ini diperoleh dengan penyebaran kuesioner pada sampel konsumen online marketplaces di Kota Denpasar. Teknik analisis data menggunakan analisis statistik deskriptif dan analisis statistik inferensial. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap repurchase intention. Electronic word of mouth berpengaruh positif dan signifikan terhadap repurchase intention. Digital marketing berpengaruh positif dan signifikan terhadap trust in store. Electronic word of mouth berpengaruh positif dan signifikan terhadap trust in store. Trust in store berpengaruh positif dan signifikan terhadap repurchase intention. Trust in store secara positif dan signifikan memediasi pengaruh digital marketing terhadap repurchase intention. Trust in store secara positif dan signifikan memediasi pengaruh electronic word of mouth terhadap repurchase intention pada konsumen online marketplaces di Kota Denpasar.
Universitas Udayana
Title: PERAN MEDIASI TRUST IN STORE PADA PENGARUH DIGITAL MARKETING DAN EWOM TERHADAP REPURCHASE INTENTION PADA KONSUMEN MARKETPLACES
Description:
Penelitian ini bertujuan untuk menguji dan menjelaskan peran trust in store dalam memediasi pengaruh digital marketing dan electronic word of mouth terhadap repurchase intention pada konsumen online marketplaces di Kota Denpasar.
Pendekatan yang digunakan adalah penelitian kuantitatif dengan sampel konsumen online marketplaces di Kota Denpasar.
Data dalam penelitian ini diperoleh dengan penyebaran kuesioner pada sampel konsumen online marketplaces di Kota Denpasar.
Teknik analisis data menggunakan analisis statistik deskriptif dan analisis statistik inferensial.
Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap repurchase intention.
Electronic word of mouth berpengaruh positif dan signifikan terhadap repurchase intention.
Digital marketing berpengaruh positif dan signifikan terhadap trust in store.
Electronic word of mouth berpengaruh positif dan signifikan terhadap trust in store.
Trust in store berpengaruh positif dan signifikan terhadap repurchase intention.
Trust in store secara positif dan signifikan memediasi pengaruh digital marketing terhadap repurchase intention.
Trust in store secara positif dan signifikan memediasi pengaruh electronic word of mouth terhadap repurchase intention pada konsumen online marketplaces di Kota Denpasar.
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