Pengaruh Persepsi Kemudahan Penggunaan, E-WOM, dan Content Marketing terhadap Keputusan Pembelian pada Brand Lokal secara Online
DOI:
https://doi.org/10.60036/jbm.v4i4.art10Keywords:
Persepsi Kemudahan Penggunaan, E-WOM, Pemasaran Konten, Keputusan PembelianAbstract
Penelitian ini bertujuan guna mencari tahu bagaimana brand image mampu mengukur pengaruh persepsi kemudahan penggunaan, electronic word of mouth dan content marketing terhadap keputusan pembelian. Penelitian ini menguji bagaimana keputusan pembelian terhadap brand lokal Indonesia secara online. Penelitian dilakukan terhadap 100 responden yaitu masyarakat Kota Batam yang pernah membeli produk maupun brand lokal secara online. Data dianalisis menggunakan alat bantu software SmartPLS 3.29. Hasil dari penelitian memperlihatkan bahwasanya persepsi kemudahan penggunaan mempunyai pengaruh terhadap keputusan pembelian, sedangkan secara langsung maupun tidak langsung melalui brand image tidak mempunyai pengaruh. Content marketing mempunyai pengaruh terhadap keputusan pembelian dan brand image, sedangkan melalui mediasi brand image tidak ditemukan pengaruh. Ewom tidak membawa pengaruh pada keputusan pembelian begitu juga media brand image tidak ditemukan pengaruh antara ewom pada keputusan pembelian, namun ditemukan pengaruh antara ewom terhadap brand image. Brand image tidak membawa pengaruh terhadap keputusan pembelian.
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