Pengaruh Ulasan Konsumen Online Terhadap Niat Beli Streetwear Melalui Citra Merek dan Brand Trust Sebagai Variabel Mediasi (Studi pada Konsumen Thanksinsomnia)

Abstract

This study was motivated by the important role of online customer reviews in shaping consumers' perceptions and purchase intentions toward the Thanksinsomnia brand. This study aims to analyze the effect of online customer reviews on purchase intention through brand image and brand trust among Thanksinsomnia consumers. A quantitative approach was employed using purposive sampling with 220 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that online customer reviews have a positive and significant effect on brand image and brand trust, but have no significant direct effect on purchase intention. In addition, brand image and brand trust positively and significantly influence purchase intention and significantly mediate the relationship between online customer reviews and purchase intention. These findings indicate that consumers' purchase intention can be enhanced more effectively by strengthening brand image and brand trust.