PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI MELALUI BRAND IMAGE DAN BRAND TRUST (STUDI PADA SMARTPHONE SAMSUNG DI YOGYAKARTA)

This reserch aims to determine the effect of electronic word of mouth on buying interest through Brand Image and Brand Trust. The subjects of this study were Samsung smartphone users in Yogyakarta. This study uses a sampling technique with non-probability sampling method used in this study, namely purposive sampling. Data collection is done through google form. The data obtained were 180, then processed using the IBM SPSS AMOS 21 analysis tool. Based on the analysis that has been done, it is obtained that: (1) electronic word of mouth has a positive and significant effect on Brand Images. (2) Electronic word of mouth has a positive and significant effect on Brand Trust. (3) Brand Trust has a positive and significant effect on buying interest. (4) Brand Image has a positive and significant effect on buying interest. (5) Electronic word of mouth has no positive and significant effect on buying interest. (6) Electronic word of mouth has a positive and significant effect on buying interest through Brand Image. (7) Electronic word of mouth has a positive and significant effect on Brand trust.