ANALISIS PENGARUH WORD OF MOUTH DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BAKPIA LEMBAGA PEMASYARAKATAN KELAS IIA YOGYAKARTA DENGAN BRAND IMAGE SEBAGAI MEDIASI

Pratiwi, Pratiwi (2025) ANALISIS PENGARUH WORD OF MOUTH DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BAKPIA LEMBAGA PEMASYARAKATAN KELAS IIA YOGYAKARTA DENGAN BRAND IMAGE SEBAGAI MEDIASI. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

This study aims to analyze the influence of Word of Mouth (WOM) and consumer trust on purchase decisions of Bakpia produced by Lembaga Pemasyarakatan Kelas IIA Yogyakarta, with brand image as a mediating variable. The background of this research arises from the negative stigma attached to correctional institution products, which may affect consumer perceptions. Therefore, it is crucial to examine marketing factors that can build a positive brand image and encourage purchase decisions. A quantitative approach was employed using a survey method involving 336 respondents who had either purchased or were familiar with Bakpia Mbah Wiro 378. The research instrument was a questionnaire with a semantic differential scale, and data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The findings indicate that WOM and consumer trust have a positive and significant effect on both brand image and purchase decisions. Furthermore, brand image has a positive and significant effect on purchase decisions and significantly mediates the influence of WOM and consumer trust on purchase decisions. These results highlight that strengthening WOM and consumer trust contributes to forming a positive brand image, which subsequently encourages purchase decisions, particularly for products with social value that face market stigma. The implications of this study are both theoretical and practical: it enriches marketing literature regarding the role of WOM, consumer trust, and brand image in products with a social context, while also providing strategic recommendations for Lembaga Pemasyarakatan Kelas IIA Yogyakarta to expand market acceptance through brand image enhancement and positive consumer communication. Keywords: Word of Mouth, consumer trust, brand image, purchase decision, social product.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Word of Mouth, consumer trust, brand image, purchase decision, social product.
Subjects:	Marketing Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Pratiwi Pratiwi
Date Deposited:	03 Sep 2025 05:34
Last Modified:	03 Sep 2025 05:34
URI:	https://repository.bakrie.ac.id/id/eprint/12092

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