Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare-Kediri)

Muhammad Dian Ruhamak, Afif Nur Rahmadi

Abstract


This study aims to determine the effect of e-wom variables, brand image and brand trust on consumer decisions in institutions of the English course pare-kediri dawn courses. The population in this study were all consumers of English course dawn courses in August-September 2019 of 89 respondents, because less than 100 then the whole was taken to be sampled. Methods of data analysis using the validity and reliability of the questionnaire, multiple regression analysis, f and t test and the coefficient of determination. From the test results obtained e-wom variables, brand image and brand trust simultaneously have a positive and significant effect on consumer decisions with a value of fcount 41.919> 2.71 (fcount) and a significance value of 0.000. Partially e-wom and brand image have a positive and significant effect on consumer decisions with a tcount of 3.795> 1.99, 5.714> 1.99 and a significance of 0.000. While brand trust is negative and does not have a significant effect on consumer decisions with consumer values, this is based on test results that show a t-value of -1.625 <ttable 1.99 and a significance value of 1.08. Brand image has the most dominant influence on consumer decisions because it has the most influence.

 

Penelitian ini bertujuan untuk mengetahui pengaruh variabel e-wom, brand image dan brand trust terhadap keputusan konsumen pada lembaga kursus fajar English course pare-kediri. Populasi dalam penelitian ini adalah seluruh konsumen  lembaga kursus fajar English course pada bulan agustus-september 2019 sejumlah 89 responden, oleh karena kurang dari 100 maka keseluruhan diambil untuk dijadikan sampel. Metode analisis data menggunakan uji validitas dan reliabilitas kuesioner, analisis regresi berganda, uji f dan t serta koefisien determinasi. Dari pengujian diperoleh hasil variabel e-wom, brand image dan brand trust secara simultan berpengaruh positif dan signifikan terhadap keputusan konsumen dengan nilai fhitung  41,919 > 2,71 (fhitung) dan nilai signifikansi 0,000. Secara parsial e-wom dan brand image berpengaruh positif dan signifikan terhadap keputusan konsumen dengan nilai thitung  3,795 > 1,99, 5,714 > 1,99 dan signifikansinya 0,000. Sedangkan brand trust bernilai negatif dan tidak berpengaruh signifikan terhadap keputusan konsumen dengan nilai konsumen, ini berdasarkan hasil pengujian yang menunjukkan nilai thitung -1,625 < ttabel 1,99 dan nilai signifikansi 1,08. Brand image memiliki pengaruh paling dominan terhadap keputusan konsumen karena memiliki pengaruh yang paling besar.


Keywords


e-wom; brand image; brand trust; consumer decision

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DOI: http://dx.doi.org/10.21043/bisnis.v7i2.6160

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