Pengaruh Price Dan E-Wom Terhadap Purchase intention Wuling Air Ev Yang Dimediasi Oleh Trust

Main Article Content

Raisan Agus Riansyah
Osly Usman
Ika Febrilia

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari price dan ewom terhadap purchase intention mobil listrik Wuling Air EV yang dimediasi oleh trust. Metode penelitian yang digunakan adalah metode kuantitatif. Pengumpulan data melalui kuesioner terhadap masyarakat di DKI Jakarta, didapatkan sampel sebanyak 206 responden. Kemudian pengolahan data dilakukan dengan perangkat lunak SPSS 25 dan Lisrel 8.8 menggunakan metode structural equation modeling. Berdasarkan hasil penelitian dan pembahasan yang sudah dilakukan, diperoleh bahwa H1, H2, H3, H4, H6, dan H7 diterima, sedangkan H5 ditolak. Maka dapat ditarik kesimpulan bahwa price memiliki pengaruh positif dan signifikan terhadap trust. Ewom memiliki pengaruh positif dan signifikan terhadap trust. Trust memiliki pengaruh positif dan signifikan terhadap purchase intention. Price memiliki pengaruh positif dan signifikan terhadap purchase intention. Ewom memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. Price memiliki pengaruh positif dan signifikan terhadap purchase intention melalui trust. Ewom memiliki pengaruh positif dan signifikan terhadap purchase intention melalui trust.

Article Details

How to Cite
Riansyah, R. A. ., Usman, O. ., & Febrilia, I. . (2024). Pengaruh Price Dan E-Wom Terhadap Purchase intention Wuling Air Ev Yang Dimediasi Oleh Trust. Nautical : Jurnal Ilmiah Multidisiplin Indonesia, 2(10). https://doi.org/10.55904/nautical.v2i10.614
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