Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

ABSTRAK
Tujuan penelitian ini adalah untuk menganalisis electronic word of mouth (EWOM) dan brand image terhadap brand trust dan minat beli konsumen pada konsumen produk smartphone xiaomi di kebumen. Responden pada penelitian ini adalah konsumen produk Xiaomi yang berjumlah 100 orang. Penelitian ini menggunakan metode analisis deskriptif dan statistika dengan bantuan program SPSS 22. Dalam metode statistika dilakukan uji validitas, uji reliabilitas, pengujian asumsi klasik, dan analisis jalur, uji t, uji f, dan koefisien determinasi. Pengujian hipotesis pada analisis jalur variabel electronic word of mouth berpengaruh terhadap brand trust , variabel brand image tidak berpengaruh terhadap brand trust, variable electronic word of mouth tidak berpengaruh terhadap minat beli, variabel brand image berpengaruh terhadap minat beli dan brand trust berpengaruh terhadap minat beli produk smartphone Xiaomi di Kebumen.
Kata kunci: Electronic Word Of Mouth, Brand Image, Brand Trust, Minat Beli
Abstract
The purpose of this study was to analyze electronic word of mouth (EWOM) and brand image of brand trust and consumer buying interest in consumers of smartphone xiaomi products in Kebumen. Respondents in this study were consumers of Xiaomi products totaling 100 people. This study uses descriptive and statistical analysis methods with the help of SPSS 22 program. In statistical methods, validity test, reliability test, classic assumption test, and path analysis, t test, f test, and coefficient of determination are carried out. Testing the hypothesis on the analysis of the path of electronic variable word of mouth influences brand trust, the brand image variable does not affect brand trust, the electronic variable word of mouth does not affect buying interest, the brand image variable influences buying interest and brand trust influences product buying interest Xiaomi smartphone in Kebumen.
Keywords: Electronic Word Of Mouth, Brand Image, Brand Trust, Minat Beli, Intereset in Buying