PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP ONLINE REPURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA CUSTOMER ATOMY INDONESIA

Eunike Michelle Boenadi

Abstract


Perluasan internet di era digital memberikan kemudahan dalam berbagi informasi dan membuat masyarakat semakin aware dalam membeli produk atau layanan, serta persaingan kompetitif di sektor ecommerce mendorong Atomy untuk dapat meningkatkan strateginya. Penelitian ini bertujuan untuk menganalisa pengaruh Electronic Word Of Mouth yang tersebar di internet maupun sosial media terhadap Online Repurchase Intention pada customer Atomy di Indonesia yang dimediasi oleh Brand Trust. Hasil dari penelitian ini menunjukkan bahwa Electronic Word Of Mouth yang tersebar di internet berpengaruh terhadap Online Repurchase Intention jika didukung oleh adanya Brand Trust.


Keywords


Electronic Word Of Mouth; Brand Trust; Online Repurchase Intention

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References


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