Electronic Theses and Dissertation

Di era digitalisasi ini, media sosial menjadi sarana individu dalam melakukan riset merek. Adanya informasi di platform tersebut berupa pernyataan positif maupun negatif dianggap sebagai bentuk pengaruh persepsi dan pertimbangan individu dalam memotivasi pembelian. Selanjutnya individu akan merefleksikan sejumlah keyakinan mereka mengenai kredibilitas dan integritas suatu merek. Penelitian ini bertujuan untuk mengetahui pengaruh e-WOM dan kepercayaan merek terhadap minat beli produk Somethinc pada generasi Z di kota Banda Aceh. Penelitian menggunakan teori tindakan beralasan dan pendekatan kuantitatif dengan metode survei terhadap 289 sampel. Hasil analisis dengan menggunakan IBM SPSS 29 pada uji chi-square, terdapat hubungan antara pekerjaan dengan variabel kepercayaan merek. Hasil uji T menunjukkan bahwa e-WOM memiliki nilai thitung 10,039 > ttabel 2,253 sehingga berpengaruh signifikan terhadap minat beli produk Somethinc, dan kepercayaan merek memiliki nilai thitung 7,551 > ttabel 2,253 sehingga juga berpengaruh signifikan terhadap minat beli produk Somethinc. Berdasarkan nilai koefisien regresi, didapatkan e-WOM berpengaruh sebesar 40,5% terhadap minat beli, sedangkan kepercayaan merek berpengaruh sebesar 52,7%. Hasil uji R Square menunjukkan nilai R Square 0,554 berarti variabel independen mempengaruhi variabel dependen sebesar 55,4% sedangkan sisa 44,6% dijelaskan oleh variabel lain. Dapat disimpulkan bahwa e-WOM dan kepercayaan merek dapat mempengaruhi minat beli individu. Semakin banyak rekomendasi positif yang didapat dan tingginya persepsi individu akan kepercayaan suatu merek, maka minat beli juga meningkat.

In this digitalization era, social media has become a means for individuals to conduct brand research. The existence of information on these platforms in the form of positive and negative statements is considered a form of influence on individual perceptions and considerations in motivating purchases. Furthermore, individuals will reflect a number of their beliefs regarding the credibility and integrity of a brand. This study aims to determine the effect of e-WOM and brand trust on the purchase intention of Somethinc products for generation Z in Banda Aceh city. The study used the theory of reasoned action and a quantitative approach with a survey method of 289 samples. The results of the analysis using IBM SPSS 29 in the chi-square test, there is a relationship between employment and brand trust variables. The T test results show that e-WOM has a tcount value of 10.039> ttable 2.253 so that it has a significant effect on the interest in buying Somethinc products, and brand trust has a tcount value of 7.551> ttable 2.253 so that it also has a significant effect on the interest in buying Somethinc products. Based on the regression coefficient value, it is found that e-WOM has an effect of 40.5% on purchase intention, while brand trust has an effect of 52.7%. The R Square test results show an R Square value of 0.554, meaning that the independent variable affects the dependent variable by 55.4% while the remaining 44.6% is explained by other variables. It can be concluded that e-WOM and brand trust can influence individual purchase intention. The more positive recommendations obtained and the high individual perception of trust in a brand, the purchase interest also increases.