Pengaruh EWOM terhadap Keputusan Pembelian Melalui Mediasi Brand Image dan Brand Equity (Studi Kasus pada Aerostreet Official Shop di Shopee)
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Abstract
Ulasan konsumen di marketplace berpotensi mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh EWOM terhadap keputusan pembelian pada Aerostreet Official Shop, baik secara langsung maupun secara tidak langsung melalui brand image dan brand equity. Menggunakan pendekatan kuantitatif dengan teknik purposive sampling dari 174 responden, data dianalisis menggunakan PLS-SEM dengan bantuan perangkat lunak SmartPLS 4. Hasil menunjukkan bahwa EWOM tidak berpengaruh secara langsung terhadap keputusan pembelian, namun secara tidak langsung EWOM berpengaruh pada keputusan pembelian melalui mediasi brand equity. Ini mengindikasikan bahwa EWOM dapat memperkuat brand equity yang selanjutnya dapat memperkuat keputusan pembelian.
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