PENGARUH PERCEIVED VALUE DAN CONSUMER TRUST TERHADAP REPURCHASE INTENTION MELALUI E-WORD OF MOUTH (E-WOM) SEBAGAI VARIABEL INTERVENING PADA PRODUK KOPI KEKINIAN (STUDI KASUS PADA TOKO KOPI TUKU)
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived value terhadap repurchase intention, pengaruh consumer trust terhadap repurchase intention, pengaruh perceived value terhadap E-WOM, pengaruh consumer trust terhadap E-WOM, pengaruh E-WOM terhadap repurchase intention, pengaruh perceived value terhadap repurchase intention melalui E-WOM sebagai variabel mediasi, pengaruh consumer trust terhadap repurchase intention melalui E-WOM sebagai variabel mediasi. Metode pengumpulan data yang digunakan ialah metode survey dengan instrument berupa kuesioner. Sampel penelitian yang dikumpulkan minimal 200 responden dengan menggunakan teknik purposive sampling yang pernah membeli produk Toko Kopi Tuku minimal dua kali dalam kurun waktu 3 bulan terakhir, berusia minimal 17 tahun keatas, berdomisili di Jabodetabek, software yang digunakan pada analisis data adalah SPSS 21 dan Structural Equation Modelling (SEM) dengan bantuan Lisrel 8.8. Hasil dari uji hipotesis menunjukkan bahwa perceived value berpengaruh secara positif dan signifikan terhadap repurchase intention, consumer trust berpengaruh secara positif dan signifikan terhadap repurchase intention, perceived value berpengaruh secara positif dan signifikan terhadap E-WOM, consumer trust berpengaruh secara positif dan signifikan terhadap E-WOM, E-WOM berpengaruh secara positif dan signifikan terhadap repurchase intention, perceived value berpengaruh secara positif dan signifikan terhadap repurchase intention melalui E-WOM, consumer trust berpengaruh secara positif dan signifikan terhadap repurchase intention melalui E-WOM.
Kata kunci: consumer trust, e-word of mouth, kopi kekinian, perceived value, repurchase intention
Keywords
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