Pengaruh Electronic Word of Mouth, Brand Credibility, dan Brand Trust terhadap Purchase Intention Moisturizer Glad2Glow pada Generasi Z di Kota Surabaya

Amanda, Nabila Ayu (2026) Pengaruh Electronic Word of Mouth, Brand Credibility, dan Brand Trust terhadap Purchase Intention Moisturizer Glad2Glow pada Generasi Z di Kota Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya pertumbuhan industri kecantikan, khususnya pada kategori skincare, serta meningkatnya ketergantungan konsumen terhadap informasi digital menjadikan electronic word of mouth (eWOM) sebagai faktor penting dalam proses evaluasi pre-purchase. Pada produk moisturizer, calon konsumen juga mempertimbangkan brand credibility dan brand trust sebelum membentuk purchase intention. Meskipun moisturizer Glad2Glow memiliki nilai Gross Merchandise Value (GMV) yang tinggi di platform e-commerce, volume penjualannya belum sebanding sehingga menarik untuk mengkaji pembentukan purchase intention pada calon konsumen. Penelitian ini bertujuan menganalisis pengaruh electronic word of mouth (eWOM), brand credibility, dan brand trust terhadap purchase intention produk moisturizer Glad2Glow. Penelitian menggunakan teori Stimulus-Organism–Response (S O-R) dengan eWOM dan brand credibility sebagai stimulus, brand trust sebagai organism, dan purchase intention sebagai response. Penelitian dilakukan menggunakan pendekatan kuantitatif dengan metode Covariance-Based Structural Equation Modeling (CB-SEM) terhadap 150 responden Generasi Z di Kota Surabaya yang mengetahui produk moisturizer Glad2Glow tetapi belum pernah membelinya. Hasil penelitian menunjukkan bahwa eWOM dan brand credibility berpengaruh positif dan signifikan terhadap brand trust maupun purchase intention. Selain itu, brand trust berpengaruh positif dan signifikan terhadap purchase intention, serta memediasi pengaruh eWOM dan brand credibility terhadap purchase intention. Hasil Importance–Performance Map Analysis (IPMA) menunjukkan bahwa brand credibility dan eWOM menjadi prioritas utama dalam meningkatkan purchase intention konsumen.
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The rapid growth of the beauty industry, particularly in the skincare sector, along with consumers’ increasing reliance on digital information, has made electronic word of mouth (eWOM) an important factor in the pre-purchase evaluation process. For moisturizer products, prospective consumers also consider brand credibility and brand trust before forming purchase intention. Although Glad2Glow moisturizer has achieved a high Gross Merchandise Value (GMV) on e commerce platforms, its sales volume has not been proportional, making it important to investigate the formation of purchase intention among prospective consumers. This study aims to examine the effects of electronic word of mouth (eWOM), brand credibility, and brand trust on the purchase intention of Glad2Glow moisturizer. The study adopts the Stimulus–Organism–Response (S-O-R) theory, in which eWOM and brand credibility function as the stimuli, brand trust serves as the organism, and purchase intention represents the response. A quantitative approach was employed using Covariance-Based Structural Equation Modeling (CB-SEM) to analyze data collected from 150 Generation Z respondents in Surabaya who were familiar with Glad2Glow moisturizer but had never purchased it. The results indicate that eWOM and brand credibility have positive and significant effects on both brand trust and purchase intention. Furthermore, brand trust has a positive and significant effect on purchase intention and mediates the effects of eWOM and brand credibility on purchase intention. The results of the Importance Performance Map Analysis (IPMA) reveal that brand credibility and eWOM are the top priorities for improving consumers’ purchase intention.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	electronic word of mouth, brand credibility, brand trust, purchase intention, CB-SEM.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nabila Ayu Amanda
Date Deposited:	28 Jul 2026 07:24
Last Modified:	28 Jul 2026 07:52
URI:	http://repository.its.ac.id/id/eprint/138918

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