PENGARUH CITRA MEREK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN: STUDI PADA PENGGUNA SHOPEE DAN TIKTOK SHOP DI INDONESIA
Keywords:
Citra Merek, Electronic Word of Mouth (EWOM), Keputusan Pembelian, Loyalitas Pelanggan, Perilaku KonsumenAbstract
Penelitian ini menguji bagaimana kesan merek dan EWOM mempengaruhi loyalitas dan keputusan pembelian pelanggan Shopee dan TikTok Shop di Indonesia. Data dikumpulkan dari 100 pengguna aktif kedua situs e-commerce yang mengisi kuesioner. “Structural Equation Modeling (SEM) berbasis Partial Least Squares digunakan untuk menganalisis hubungan variabel. Data menunjukkan bahwa EWOM dan citra merek berpengaruh positif terhadap keputusan pembelian konsumen. Keputusan membeli juga meningkatkan loyalitas pelanggan”.Temuan ini menunjukkan bahwa manajemen citra merek dan penggunaan EWOM diperlukan untuk meningkatkan loyalitas konsumen e-commerce. Studi ini memberikan wawasan teoritis dan praktis mengenai teknik pemasaran digital untuk pasar Indonesia.
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