Pengaruh Electronic Word Of Mouth dan Content Marketing Terhadap Purchase Intention di Mediasi Brand Trust (Studi Pada Generasi Z Produk Mother of Pearl)

pramaishella, azza (2026) Pengaruh Electronic Word Of Mouth dan Content Marketing Terhadap Purchase Intention di Mediasi Brand Trust (Studi Pada Generasi Z Produk Mother of Pearl). [Tugas Akhir/Skripsi]

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Abstract

Penelitian ini bertujuan untuk mengetahui “Pengaruh Electronic Word of Mouth dan Content Marketing terhadap Purchase Intention dengan Brand Trust sebagai Mediasi pada Konsumen Generasi Z Produk Make Up Mother of Pearl di Surabaya”. Pendekatan penelitian yang diterapkan dalam penelitian ini bersifat kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah konsumen Generasi Z yang menggunakan produk make up Mother of Pearl dan berdomisili di Surabaya, dengan teknik purposive sampling sehingga diperoleh 120 responden yang mengisi kuesioner skala Likert 1–5. Analisis data dilakukan menggunakan software WrapPLS untuk menerapkan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Intention dan Brand Trust, sehingga mendukung hipotesis terkait pengaruh langsung eWOM. Content Marketing juga berpengaruh positif dan signifikan terhadap Purchase Intention dan Brand Trust. Brand Trust terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Brand Trust terbukti berperan sebagai mediasi dalam pengaruh Electronic Word of Mouth dan Content Marketing terhadap Purchase Intention, sehingga seluruh hipotesis mediasi dalam penelitian ini diterima. Saran bagi peneliti selanjutnya adalah dapat mengeksplorasi variabel mediasi atau moderasi lain yang relevan, seperti brand loyalty, customer engagement, atau perceived value, serta memperluas konteks ke merek kosmetik lain atau platform media sosial yang berbeda ============================================================== This study aims to examine “The Influence of Electronic Word of Mouth and Content Marketing on Purchase Intention with Brand Trust as a Mediating Variable among Generation Z Consumers of Mother of Pearl Make Up Products in Surabaya”. The research applies a quantitative approach using a survey method. The population in this study consists of Generation Z consumers who use Mother of Pearl make up products and reside in Surabaya, with purposive sampling techniques resulting in 120 respondents who completed a Likert-scale questionnaire ranging from 1 to 5. Data analysis was conducted using WrapPLS software to implement Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Electronic Word of Mouth has a positive and significant effect on both Purchase Intention and Brand Trust, thus supporting the hypotheses related to the direct effect of eWOM. Content Marketing also has a positive and significant effect on Purchase Intention and Brand Trust. Brand Trust is proven to have a positive and significant effect on Purchase Intention. Furthermore, Brand Trust is confirmed to act as a mediating variable in the relationship between Electronic Word of Mouth and Content Marketing on Purchase Intention, so that all mediation hypotheses in this study are accepted. Future researchers are suggested to explore other relevant mediating or moderating variables, such as brand loyalty, customer engagement, or perceived value, and to extend the research context to other cosmetic brands or different social media platforms.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	: Electronic Word of Mouth (eWOM), Content Marketing, Brand Trust, Purchase Intention, Generasi Z.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 azza pramaishella uwks
Date Deposited:	20 Apr 2026 02:02
Last Modified:	20 Apr 2026 02:02
URI:	http://erepository.uwks.ac.id/id/eprint/22430

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