Pengaruh E – Wom Terhadap Consumer Decision Memilih PT. Permodalan Nasional Madani (PERSERO) Syariah Cabang Kota Bengkulu Dengan Brand Trust Sebagai Variabel Intervening
Abstract
A study entitled "Effects of EWOM on Consumer Decisions to Choose PT.Permodanlan Nasional Madani (Persero) Syariah Bengkulu City Branch Brand Trust as an intervening variable has the purposes of, firstly Analyzing Impact of eWom on shoppers Decisions, secondly. knowing the impact of E-Wom on brand trust, thirdly Analyzing impact of brand trust on buyer choice. This study is part of research included in the Expanatory Research Study category using a quantitative descriptive approach in research, analyzed through structural Equation Modeling which is processed using the software application version 20 analysis of moment structure. The sampling technique by purposive sampling is a method sampling through certain criteria and substituting objects in the study. For respondents, there were 136 people who were used as samples. After testing, the findings of the first research E-wom have an important influence on consumer decision and the probability value is 0.000 and the CR is 3,903, both E-wom are proven to have an important influence on brand trust, the probability value is 0.000 and the CR is 4.172, the three Trus Brands have an influence important in consumer decisions, the probability value obtained is 0.033 and the CR is 2.132.
Downloads
Copyright (c) 2023 Anisah Jayanti, Eka Sri Wahyuni, Evan Stiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
