Increasing Purchase Intention for Choral Products Based on Social Media Marketing, Brand Image and Brand Trust With E-Wom as a Moderating Variable

Hady Sofyan, Mutamimah Mutamimah

Abstract


This study aims to determine the effect of social media marketing on the purchase intention of Choral bags; Determine the effect of social media marketing on brand trust in Choral consumers; determine the effect of brand trust on online purchase intention of Choral bags; determine the effect of social media marketing on online purchase intention through brand trust; determine the effect of social media marketing on brand image in Choral consumers; the effect of brand image on online purchase intention of Choral bags; determine the effect of social media marketing on purchase intention through brand image; determine the effect of social media marketing moderated by e-WoM on online purchase intention of Choral bags. This study uses a quantitative approach, where data collection is carried out by distributing questionnaires (primary data) to potential consumers of Choral.id products. Data analysis uses WarpPLS 8.0. Instrument testing uses validity and reliability tests. The results show that social media marketing has a positive but insignificant effect on purchase intention. Social media marketing has a positive and significant effect on brand trust. Brand trust has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. The moderating effect of EWOM on the relationship between social media marketing and purchase intention is significant. The indirect effect of social media marketing on purchase intention through brand image and brand trust is positive and significant.


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