Pengaruh E-WOM, UGC, dan Brand Trust Terhadap Keputusan Pembelian dan Kepuasan Pelanggan Laptop Asus

Abdullah Ishak; Nurdin Hidayat; Prima Andriani

doi:10.30822/aksioma.v5i2.5662

Authors

Abdullah Ishak State University of Jakarta
Nurdin Hidayat State University of Jakarta
Prima Andriani State University of Jakarta

DOI:

https://doi.org/10.30822/aksioma.v5i2.5662

Keywords:

E-WOM; User-Generated Content; Brand Trust; Purchase Decision; Customer Satisfaction

Abstract

This study aims to determine the influence of digital media, such as electronic word of mouth and user-generated content, along with brand trust, on purchase decisions and customer satisfaction. This study utilizes descriptive quantitative methods and explanatory research to confirm the causal relationships between variables and to identify or predict how a phenomenon changes in relation to other variables. The data are sourced from primary data. For hypothesis testing, the researcher employs path analysis with Structural Equation Modeling based on Partial Least Squares through SmartPLS 4.0 software. The sample size calculation in this study uses the Hair formula, which suggests that the minimum number of respondents is 5 to 10 times the number of indicators. The sampling technique used is purposive sampling. The total number of samples successfully collected is 150 people. The R-Square test results show 46.1% of the variables used in this study, namely electronic word of mouth, user-generated content, and brand trust, influence purchase decisions for ASUS laptops among the public in the Jakarta administrative region. Meanwhile, 28.6% of the variable customer satisfaction is influenced by purchase decisions. The test results in this study indicate that electronic word of mouth, user-generated content, and brand trust have a significant influence on purchase decisions and customer satisfaction.

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