PENGARUH WORD OF MOUTH, DIGITAL MARKETING, TRUST, DAN KESADARAN KESEHATAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA ZAFA BODYCARE DI SITUBONDO.

Riza, Bahlefi (2026) PENGARUH WORD OF MOUTH, DIGITAL MARKETING, TRUST, DAN KESADARAN KESEHATAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA ZAFA BODYCARE DI SITUBONDO. Jurnal Mahasiswa Entrepreneurship, 5 (4). pp. 665-684. ISSN 2964-898X

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth, Digital Marketing, Trust, dan Kesadaran Kesehatan terhadap Loyalitas Konsumen dengan Keputusan Pembelian sebagai variabel mediasi pada Zafa Bodycare di Situbondo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 115 konsumen Zafa Bodycare yang pernah melakukan pembelian produk. Pengolahan dan analisis data dalam penelitian ini dilakukan dengan menggunakan alat bantu statistik Smart PLS versi 3.0. Adapun metode analisis data yang digunakan meliputi uji validitas konvergen, uji reliabilitas, uji asumsi klasik, uji goodness of fit (GOF), uji koefisien determinasi, analisis persamaan struktural (inner model), serta uji hipotesis penelitian. Hasil penelitian menunjukkan bahwa Digital Marketing dan Kesadaran Kesehatan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Sementara itu, Word of Mouth dan Trust berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian. Selanjutnya, Digital Marketing berpengaruh positif dan signifikan terhadap Loyalitas Konsumen, sedangkan Word of Mouth dan Kesadaran Kesehatan berpengaruh positif namun tidak signifikan terhadap Loyalitas Konsumen. Variabel Trust berpengaruh negatif dan tidak signifikan terhadap Loyalitas Konsumen. Selain itu, Keputusan Pembelian berpengaruh positif namun tidak signifikan terhadap Loyalitas Konsumen. Hasil pengujian pengaruh tidak langsung menunjukkan bahwa Word of Mouth, Digital Marketing, Trust, dan Kesadaran Kesehatan tidak berpengaruh signifikan terhadap Loyalitas Konsumen melalui Keputusan Pembelian sebagai variabel mediasi. Temuan penelitian ini menunjukkan bahwa peningkatan loyalitas konsumen Zafa Bodycare lebih dipengaruhi oleh efektivitas strategi Digital Marketing dibandingkan faktor lainnya. This study aims to analyze the influence of Word of Mouth, Digital Marketing, Trust, and Health Awareness on Consumer Loyalty with Purchase Decisions as a Mediating Variable at Zafa Bodycare in Situbondo. This study used a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 115 Zafa Bodycare consumers who had previously purchased products. Data processing and analysis in this study were conducted using Smart PLS version 3.0. The data analysis methods included convergent validity testing, reliability testing, classical assumption testing, goodness-of-fit (GOF) testing, coefficient of determination testing, structural equation analysis (inner model), and hypothesis testing. The results showed that Digital Marketing and Health Awareness had a positive and significant influence on Purchase Decisions. In addition, Word of Mouth and Trust had a positive but insignificant influence on Purchase Decisions. Moreover, Digital Marketing has a positive and significant effect on Consumer Loyalty, whereas Word of Mouth and Health Awareness have positive but insignificant effects. Trust has a negative but insignificant effect on Consumer Loyalty. Further, Purchasing Decisions have a positive but insignificant effect on Consumer Loyalty. The results of the indirect effect test indicate that Word of Mouth, Digital Marketing, Trust, and Health Awareness do not significantly influence Consumer Loyalty through Purchasing Decisions, which serves as the mediating variable. The findings of this study indicate that the increase in Consumer Loyalty at Zafa Bodycare is more influenced by the effectiveness of Digital Marketing strategies than by other factors.

Item Type: Article
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: RIZA BAHLEFI
Date Deposited: 15 Oct 2026 06:05
Last Modified: 15 Oct 2026 06:05
URI: http://repository.unars.ac.id/id/eprint/4804

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