Peran Kepercayaan Merek dalam Meningkatkan Pengaruh e-WOM dan Gaya Hidup Hedonisme terhadap Keputusan Pembelian Gawai Bekas iPhone

Wisnu Mahendri; Naning Farida Agustianingrum

doi:10.30737/ekonika.v9i2.6541

Authors

Wisnu Mahendri Universitas KH. A. Wahab Hasbullah
Naning Farida Agustianingrum Universitas KH. A. Wahab Hasbullah

DOI:

https://doi.org/10.30737/ekonika.v9i2.6541

Keywords:

hedonism lifestyle, E-wom, Brand Trust, buying decision

Abstract

Penelitian ini bertujuan untuk menganalisis peran kepercayaan merek dalam memediasi pengaruh electronic word of mouth (e-WOM) dan gaya hidup hedonisme terhadap keputusan pembelian gawai bekas iPhone. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 mahasiswa Universitas KH. A. Wahab Hasbullah yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa e-WOM tidak berpengaruh langsung terhadap keputusan pembelian, namun berpengaruh secara tidak langsung melalui kepercayaan merek. Gaya hidup hedonisme memiliki pengaruh positif baik secara langsung maupun tidak langsung terhadap keputusan pembelian melalui kepercayaan merek. Kepercayaan merek terbukti menjadi mediator yang efektif dalam hubungan antara e-WOM dan gaya hidup hedonisme terhadap keputusan pembelian. Temuan ini mengimplikasikan bahwa penjual gawai bekas iPhone perlu memfokuskan strategi pemasaran pada pembangunan kepercayaan merek melalui pengelolaan ulasan online yang efektif dan mempertimbangkan aspek hedonis dalam strategi pemasaran mereka.

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