Pengaruh Electronic Word Of Mouth (e-WOM) dan Brand Trust terhadap Niat Beli Produk MS Glow (Studi Kasus pada Followers Akun Instagram @msglowdea25)

Abstract

This study aimed to analyse the effect of Electronic Word Of Mouth (e WOM) and Brand Trust in Intention of Purchasing MS Glow products on followers of the Instagram account @msglowdea25. The method used in this research was a correlation quantitative method. The population in this study were followers of the Instagram account @msglowdea25, which were 80 samples. Sampling in this study used purposive sampling technique. Data collection used the questionnaire method with a Likert Scale which was distributed online in the form of a Google Form. Research data wis also supported by interview and documentation methods. The data analysis method uses Multiple Linear Regression Analysis with data processing used the SPSS 25.0 application for windows. The results of the hypothesis test can be seen that the first hypothesis, the second hypothesis, and the third hypothesis are accepted, this can be proven by the values of Tcount > Ttable and Fcount > Ftable at a significance level of 5%. The results of the research conducted showed that Electronic Word Of Mouth (e-WOM) and Brand Trust simultaneously (simultaneously) had a significant effect on Intention of Purchasing MS Glow products. The coefficient of determination in this study was 77%, while the remaining 23% was influenced by other factors which was not examined in this study.The contribution of Electronic Word Of Mouth (e-WOM) to Purchase Intention was 53.1% and Brand Trust contribution to Purchase Intention was 23.9%. The results show that the Electronic Word Of Mouth (e-WOM variable makes a greater contribution than the Brand Trust variable in influencing Purchase Intentions.