Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh pemasaran media sosial terhadap niat pembelian dengan electronic word ofmouth (e-wom), kepercayaan, dan citra merek sebagai variabel mediasi merek ija kroeng di banda aceh. teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. partial least square-structural equation modeling (pls-sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel yang terlibat. hasil penelitian menemukan bahwa electronic word of mouth (e-wom), kepercayaan, dan citra merek mempunyai pengaruh terhadap niat pembelian melalui pengaruh pemasaran media sosial. namun e-wom mempunyai pengaruh yang sangat signifikan sebagai variabel penghubung minat beli dalam pembahasan kali ini. kata kunci : pemasaran media sosial, electronic word mouth (e-wom), kepercayaan, citra merek, dan niat membeli, partial least square-structural equation modeling (pls-sem).

This research aims to measure the influence of social media marketing on purchase intention with electronic word of mouth (e-wom), trust, and brand image as mediating variables of Ija Kroeng brand in Banda Aceh. The sampling technique used in this research was purposive sampling. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used as analytical method to determine the effect between the variables involved. The results found that electronic word of mouth (e-wom), trust, and brand image have an impact on purchase intention through the effect of social media marketing. However, e-wom has a very significant impact as a connecting variable for purchase intention in this discussion. Keyword: Social Media Marketing, Electronic Word Mouth (E-WOM), Trust, Brand Image, and Purchase Intention, Partial Least Square-Structural Equation Modelling (PLS-SEM).