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All Journal Jurnal Penyuluhan JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial SEIKO : Journal of Management & Business Journal of Information System, Applied, Management, Accounting and Research Jurnal Ilmu Manajemen EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Journal of Management and Bussines (JOMB) Economics and Digital Business Review Economic Reviews Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Tarandhika Tantra
Universitas Telkom
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Journal of Management and Bussines (JOMB)

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Analisis E-WOM, Brand Image, Trust dan Online Purchase Intention terhadap Aplikasi Gojek Tara Diva Azura; Tarandhika Tantra
Journal of Management and Bussines (JOMB) Vol 6 No 1 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i1.6997

Abstract

This research wants to find out whether Trust and Brand Image can act as mediators between E-WOM and OPI in the Gojek Application. The research method used is quantitative, with data collection through questionnaires using a Likert scale. A total of 385 respondents who had used the Gojek Application service were selected using a purposive sampling technique. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of SMART PLS 3 software. The research results show that E-WOM has a positive and significant influence on Trust and Brand Image. The influence of Brand Image on Trust is also significant. In the Intervening test, only Brand Image moderated the influence of E-WOM on Trust. Brand Image plays a key role in creating a big influence on Trust. In conclusion, Gojek is advised to continue to innovate in application development in order to build a positive image for its consumers. The better Gojek's image, the greater consumer confidence in using the services offered through the Gojek Application. Keywords: Gojek Application, Brand Image, E-Wom, Online Purchase Intention, Trust
Co-Authors Abdurochman, A Fadlan Agios Gerasimos Bisotwo Purnomo Ainun, Hasnah Alvian Putra Pamungkas Astri Wulandari Bethani Suryawardani Dandy Marcelino Fadhlurrahman, Afdhal Fat’hah Noor Prawita Fauzi, Helmi Ismara Gandeva Bayu Satrya Helni Mutiarsih Jumhur Heppy Millanyani Ilham Meidarlis Yefri Indira Rachmawati Khanza Nafira Fitri Mochamad Yudha Febrianta Muhammad Iqbal Muhammad Iqbal Darmawan Siti Sarah Hanifa Apriandhita Tafiana, Adinda Kalitta Tara Diva Azura