Pengaruh Positive Word Of Mouth Dan Negative Word Of Mouth Terhadap Purchase Intention Melalui Trust Sebagai Variabel Mediasi Pada Lokal Brand Fashion Di Jakarta
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Abstract
Perubahan gaya hidup dan tren fashion yang terus berkembang telah menciptakan tantangan baru dalam pemasaran, kondisi ini menimbulkan tekanan bagi brand lokal untuk dapat bersaing dan memperkuat Purchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh Positive Word of Mouth (PWOM) dan Negative Word of Mouth (NWOM) terhadap Purchase Intention dengan Trust sebagai variabel mediasi pada konsumen produk Erigo. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan Partial Least Square Structural Equation Modeling (PLS-SEM). Data diperoleh dari 125 responden yang pernah mengenal atau membeli produk Erigo, dan diolah menggunakan SmartPLS 4. Hasil analisis menunjukkan bahwa Positive WOM tidak berpengaruh langsung secara signifikan terhadap Purchase Intention, namun berpengaruh signifikan terhadap Trust, serta memiliki pengaruh tidak langsung yang signifikan terhadap Purchase Intention melalui Trust. Sebaliknya, Negative WOM memiliki pengaruh langsung dan tidak langsung yang signifikan terhadap Purchase Intention melalui Trust, dengan Trust bertindak sebagai mediator parsial. Selain itu, Trust juga terbukti secara langsung memiliki pengaruh signifikan terhadap Purchase Intention. Temuan ini menekankan pentingnya peran Trust sebagai mekanisme psikologis dalam membentuk niat beli konsumen terhadap produk, baik melalui WOM positif maupun negatif. Penelitian ini diharapkan dapat memberi kontribusi secara teoritis dan juga memberikan implikasi manajerial yang positif bagi Erigo.
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