Analisis Pengaruh E-Wom dan Brand Image terhadap Keputusan Pembelian Samsung yang Dimoderasi E-Trust pada Mahasiswa Strata Satu FEB USU Medan

Abstract

Purchase intention is a process that combines attitude and knowledge, evaluating two or more alternative behaviors to eventually choose one of the alternatives. This process forms a consumer's attitude to analyze all information and conclude them in the form of buying response. The promotion carried out by Samsung mobile phone products plays an important role in purchase decisions. One of the promotion types in social media that become the main choice for business actors to boost product purchases is through Electronic Word of Mouth (E-WOM). The information distributed through E-WOM is faster and more attractive to consumers. The research aims to find out and analyze the effects of E-WOM. Brand Image, and Purchase Decision with E-Trust as the moderator. Primary data are used in this research collected directly from 110 respondents and samples are taken using non-probability sampling which is purposive sampling. The questionnaires that have been filled out by the respondents are analyzed quantitatively using the SPSS analysis tool. The result indicates that E-WOM significantly affects Purchase Decision, and Brand Image significantly affects Purchase Decision. Investment and investment experience significantly moderate the correlation between E-WOM and Purchase Decision while E-Trust insignificantly moderates the correlation between Brand Image and Purchase Decision.