Pengaruh Brand Image, E-Wom Dan Customer Relationship Terhadap Purchase Decision Dengan Brand Trust Sebagai Variable Intervening
Abstract
THE INFLUENCE OF BRAND IMAGE, E-WOM, AND CUSTOMER RELATIONSHIP ON PURCHASE DECISION WITH BRAND TRUST AS AN INTERVENING VARIABLE
This study aims to analyze the influence of brand image, electronic word of mouth (e-WOM), and customer relationship on consumer purchase decisions of Honda motorcycles with brand trust as an intervening variable. The research method used is quantitative with an explanatory research approach. The sample consists of 125 consumers of PT. Sinar Sentosa Primatama selected purposively. Data analysis technique employed structural modeling using the PLS-SEM approach. The results show that brand image, e-WOM, and customer relationship have a positive effect on purchase decision, both directly and through brand trust. Brand trust is proven to be a significant intervening variable that strengthens the relationship between the independent variables and purchase decisions. These findings contribute theoretically to marketing literature and provide practical implications for marketing strategy formulation.
Keywords
References
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DOI: 10.33751/jmp.v13i2.12075
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