PENGARUH ELECTRONIC WORD OF MOUTH, BRAND VALUE CO-CREATION, DAN BRAND TRUST TERHADAP PURCHASE INTENTION

Authors

  • Qurrotul A'yuni University of Nusantara PGRI Kediri
  • Dian Kusumaningtyas Universitas Nusantara PGRI Kediri
  • Dyah Ayu Paramitha Universitas Nusantara PGRI Kediri

DOI:

https://doi.org/10.29407/t5d34w09

Keywords:

Electronic Word Of Mouth, Brand Value Co-Creation, Brand Trust, Purchse Intention, Produk Lokal

Abstract

Penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth (E-WOM), Brand Value Co-Creation (BVCC), dan Brand Trust (BT) terhadap Purchase Intention konsumen Kipas Blower AY di Kediri, Jawa Timur. Berlandaskan Theory of Planned Behavior, penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional yang melibatkan 100 responden melalui purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert yang disebarkan melalui WhatsApp dan dianalisis dengan regresi linear berganda berbantuan SPSS 25 setelah seluruh uji asumsi klasik terpenuhi. Hasil penelitian menunjukkan bahwa E-WOM (Sig. = 0,295) dan BVC (Sig. = 0,456) tidak berpengaruh signifikan secara parsial, sedangkan Brand Trust memberikan pengaruh positif dan signifikan terkuat (B = 0,483; Sig. = 0,000). Secara simultan, ketiga variabel bersama-sama berpengaruh signifikan terhadap Purchase Intention (F = 8,043; Sig. = 0,000; Adjusted R2 = 17,6%). Penelitian ini memperkaya bukti empiris perilaku konsumen digital pada produk elektronik UMKM lokal, mengonfirmasi kepercayaan merek sebagai pendorong dominan minat beli konsumen, dan merekomendasikan strategi pemasaran digital terpadu berbasis kepercayaan bagi produsen berskala kecil.

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Published

2026-08-06

Issue

Vol. 5 (2026): Simposium Manajemen dan Bisnis

Section

Articles

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Copyright (c) 2026 Qurrotul A'yuni, Dian Kusumaningtyas, Dyah Ayu Paramitha

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How to Cite

A'yuni, Q., Kusumaningtyas, D., & Paramitha, D. A. (2026). PENGARUH ELECTRONIC WORD OF MOUTH, BRAND VALUE CO-CREATION, DAN BRAND TRUST TERHADAP PURCHASE INTENTION. Prosiding Simposium Nasional Manajemen Dan Bisnis, 5, 1217-1225. https://doi.org/10.29407/t5d34w09

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