The Effect Of Brand Image, Brand Trust And E-Wom On Purchase Intention Of Le Minerale Products Among Itbad Lamongan Students
Keywords:
Brand Image, Brand Trust, E-WOM, Purchase Intention
Abstract
This study aims to determine the influence of brand image, brand trust and electronic word of mouth (e-wom) on the interest in purchasing Le Minerale products among students of the Ahmad Dahlan Institute of Technology and Business, Lamongan. The research method used is a quantitative research method. The sample used in this study was 100 respondents obtained using the purposive sampling method. Data collection was carried out using a questionnaire via google form. Data calculation using the SPSS version 25 program. The analysis techniques used were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, T test, F test and R2 test. The results showed that brand image, brand trust and e-wom simultaneously and partially had a significant effect on purchase interest.
References
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Retno Utami, Muinah Fadhilah, & Bernadetta Diansepti Maharani. (2024). Pengaruh Online Customer Review Dan Electronic Word Of Mouth Terhadap Purchasing Decision Dengan Brand Image Sebagai Variabel Intervening Pada Konsumen Lazada Di Yogyakarta. Mankeu. https://online-journal.unja.ac.id/mankeu/article/view/31739
Rona Octavia Mawaddah, & Acep Samsudin. (2024). Pengaruh Brand Image, Brand Trust, Dan Electronic Word Of Mouth Terhadap Purchase Intention Produk Skintific Di Surabaya. Management Studies and Entrepreneurship Journal. file:///C:/Users/ADY-Comp/Downloads/4821-Article%20Text-25483-1-10-20240408.pdf
Shafa Giyan A’yuni, & Dhety Chusumastuti. (2021). Pengaruh User Interface Aplikasi Shopee terhadap Minat Beli Masyarakat. Jurnal Ilmiah Manajemen Informasi Dan Komunikasi. https://ojs.mmtc.ac.id/index.php/jimik/article/view/154
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Syafira Nur Rachma. (2023). Pengaruh e-WOM, Citra Merek, Kepercayaan Terhadap Niat Beli Produk Fashion Big Size Jirostore.co. https://dspace.uii.ac.id/bitstream/handle/123456789/48920/19311354.pdf?sequence=1&isAllowed=y
Tjiptono. (2015). Pemasaran Strategik (5th ed.). http://jurnal.stieama.ac.id/index.php/senama/article/download/280/266
Buyung Romadhoni, Akhmad, Naldah, & Niluh Putu Evvy Rossanty. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. JAFM. https://dinastires.org/JAFM/article/view/194
Hendri, & Herlina Budiono. (2021). Pengaruh Brand Image, Brand Trust, EWOM Terhadap Purchase Intention Pada Produk H&M Pada Masa Pandemi COVID-19. Jurnal Manajerial Dan Kewirausahaan. file:///C:/Users/ADY-Comp/Downloads/admin,+10.+Artikel+Final_Hendri.pdf
Isabella Kaliya, & Nani Muliyani. (2024). The Impact of Ewom, Brand Attitude, and Brand Image on Sugar Product Purchase Intentions. JSSBS. https://www.gemapublisher.com/index.php/jssbs/article/view/56
Japarianto Edwin, & Adelia Stephanie. (2020). Pengaruh Tampilan Web dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/22616
Jiwandono D, & Kusumawati A. (2020). Pengaruh E-WOM Terhadap Niat Berkunjung Wisatawan Melalui Attitude, Subjective Norms, Dan Perceived Behavior Control. https://www.semanticscholar.org/paper/PENGARUH-eWOM-TERHADAP-NIAT-BERKUNJUNG-WISATAWAN-Jiwandono-Kusumawati/f9f05a140ebe8871c50f784cdd58d8ff569ab49f
Kartio Handoko, & Aldina Shiratina. (2023). Word of Mouth Terhadap Keputusan Pembelian Konsumen Pada Aplikasi Blibli.com di DKI Jakarta. https://ejournal.unkhair.ac.id/index.php/JMS/article/view/6635
Kelvin, & Carunia Mulya Firdausy. (2022). Pengaruh Brand Image, Brand Trust dan Prive Perception Terhadap Purchase Intention Pelanggan Uniqlo di Jakarta. Jurnal Manajerial Dan Kewirausahaan.
Khoirunnisa Dea, & Albari. (2023). The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable. International Journal of Research in Business and Social Science; Istanbul, 12(1).
Kotler, & Kevin Lane Keller. (2016). Marketing Management, Edisi: 15e, United States of America: Pearson Education. https://journal.untar.ac.id/index.php/JMDK/article/view/11881
Limbu, & Ahamed. (2023). What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda. https://www.mdpi.com/2071-1050/15/15/11881
Ling, & Zheng. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. https://www.mdpi.com/2076-328X/13/8/672
Nadia Eva. (2020). Pengaruh Harga, Kemasan, Kualitas Produk, Brand Image dan Word Of Mouth Terhadap Minat Beli Mahasiswa Pada Produk Le Minerale.
Neijun Eltonia, & Kristina Anindita. (2021). Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Merek Le Minerale 600ml di Kota Semarang). Jurnal Mirai Manajemen, 6(2), 250–256. https://doi.org/10.37531/mirai.v7i1.1776
Retno Utami, Muinah Fadhilah, & Bernadetta Diansepti Maharani. (2024). Pengaruh Online Customer Review Dan Electronic Word Of Mouth Terhadap Purchasing Decision Dengan Brand Image Sebagai Variabel Intervening Pada Konsumen Lazada Di Yogyakarta. Mankeu. https://online-journal.unja.ac.id/mankeu/article/view/31739
Rona Octavia Mawaddah, & Acep Samsudin. (2024). Pengaruh Brand Image, Brand Trust, Dan Electronic Word Of Mouth Terhadap Purchase Intention Produk Skintific Di Surabaya. Management Studies and Entrepreneurship Journal. file:///C:/Users/ADY-Comp/Downloads/4821-Article%20Text-25483-1-10-20240408.pdf
Shafa Giyan A’yuni, & Dhety Chusumastuti. (2021). Pengaruh User Interface Aplikasi Shopee terhadap Minat Beli Masyarakat. Jurnal Ilmiah Manajemen Informasi Dan Komunikasi. https://ojs.mmtc.ac.id/index.php/jimik/article/view/154
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif dan R&D.
Syafira Nur Rachma. (2023). Pengaruh e-WOM, Citra Merek, Kepercayaan Terhadap Niat Beli Produk Fashion Big Size Jirostore.co. https://dspace.uii.ac.id/bitstream/handle/123456789/48920/19311354.pdf?sequence=1&isAllowed=y
Tjiptono. (2015). Pemasaran Strategik (5th ed.). http://jurnal.stieama.ac.id/index.php/senama/article/download/280/266
Published
2025-05-21
How to Cite
Anggraini, M. D., & M. Adhitya Nugraha Pratama. (2025). The Effect Of Brand Image, Brand Trust And E-Wom On Purchase Intention Of Le Minerale Products Among Itbad Lamongan Students. International Journal of Economics, Business and Innovation Research, 4(03), 835-850. https://doi.org/10.63922/ijebir.v4i03.1818
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