The Impact of Electronic Word of Mouth and Brand Image on Brand Trust with Buying Interest as Variable Intervening in Products Smartphone I-Phone

Nel Arianty, M. Muzakir Walad

Abstract


The purpose of this study is to directly and indirectly evaluate and analyze the influence of Electronic Word of Mouth and Brand Image on Brand Trust, with Buying Interest as an intervening variable, on iPhone Smartphone Products in a Medan City Student Study. This research takes an associative method. The population in this study consists of all Medan City students who utilize I-Phone Study Smartphones, the exact number of which is unclear. This study's sample followed the Lemeshow formula and included 96 students who used iPhones. This study's data collection techniques included observation and questionnaires. This study's data analysis technique employs a quantitative approach through statistical analysis, including Auter Model Analysis, Inner Model Analysis, and Hypothesis Testing. This study's data is processed using the PLS (Partial Least Squares) software application. The findings of this study show that electronic word of mouth has a direct and considerable impact on brand trust. Brand Image has a tremendous impact or significant influence on brand trust. Electronic Word of Mouth has a huge impact on Buying Interest. Brand Image has a big impact on buying interest. Buying Interest has a huge impact on brand trust. Electronic Word of Mouth also has no effect on Brand Trust when Buying Interest is present as an intervening variable. Brand Image has no significant effect on Brand Trust in I-Phone Smartphone Products, with Buying Interest as an intervening variable in a study of Medan City students.


Keywords


Electronic Word Of Mouth, Brand Image, Brand Trust and Buying Interest

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.843

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