PENGARUH KETERLIBATAN MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH (E-WOM), DAN KEPERCAYAAN MEREK DI MEDIA SOSIAL TERHADAP NIAT BELI DAN KESADARAN MEREK DI KALANGAN GENERASI Z DI NUSA TENGGARA BARAT

Authors

  • I Putu Adi Septian Prayuda Universitas Islam Al-Azhar Mataram
  • Yudhi Kurniawan Zahari Universitas Islam Al-Azhar Mataram
  • Reza Arviciena Sakti Universitas Islam Al-Azhar Mataram
  • Moh. Yushi Assani Universitas Islam Al-Azhar Mataram

DOI:

https://doi.org/10.31849/f7ssk679

Keywords:

Social Media Egagement, Electronic Word of Mouth (e-WOM), Brand Trust, Brand Awareness, Purchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media engagement, electronic word of mouth (e-WOM), dan brand trust on social media terhadap purchase intention Generasi Z di Provinsi Nusa Tenggara Barat dengan brand awareness sebagai variabel mediasi. Pendekatan kuantitatif eksplanatori digunakan dengan pengumpulan data melalui kuesioner daring kepada Generasi Z yang aktif menggunakan media sosial. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa social media engagement, e-WOM, dan brand trust on social media berpengaruh positif dan signifikan terhadap purchase intention, baik secara langsung maupun tidak langsung melalui brand awareness. Temuan ini mengonfirmasi peran strategis brand awareness sebagai mekanisme kognitif yang memperkuat pengaruh interaksi digital, kredibilitas informasi, dan kepercayaan merek terhadap niat beli. Penelitian ini memberikan kontribusi teoretis bagi pengembangan pemasaran digital serta implikasi praktis bagi pelaku usaha dalam merancang strategi media sosial yang efektif dan berkelanjutan.

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Published

2026-03-29

Issue

Vol. 8 No. 2 (2026): Publikasi artikel ZONAsi: Jurnal Sistem Informasi Periode Mei 2026

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How to Cite

[1]
“PENGARUH KETERLIBATAN MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH (E-WOM), DAN KEPERCAYAAN MEREK DI MEDIA SOSIAL TERHADAP NIAT BELI DAN KESADARAN MEREK DI KALANGAN GENERASI Z DI NUSA TENGGARA BARAT”, zn, vol. 8, no. 2, pp. 407–422, Mar. 2026, doi: 10.31849/f7ssk679.