PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP LOYALITAS KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Wanita Monokrom Store Yogyakarta)

Abstract

This study aims to examine the effect of Electronic Word of Mouth (E-WOM) on purchasing decisions, to examine the effect of Electronic Word of Mouth (E-WOM) on consumer loyalty, to test whether purchasing decisions affect consumer loyalty and to test whether purchasing decisions mediate Electronic Word of Mouth (E-WOM) on consumer loyalty. They were using associative research methods with a quantitative approach. The subjects of this research are consumers who have purchased at least two Monochrome store products. This study used 100 respondents using a purposive sampling method. Based on the results of research that uses validity and reliability tests, with decision-making based on the Cronbach alpha formula and composite reliability from (Ghozali & Hengky 2015), that is, if the hypothesis in the study has a T-Statistic value > 1.96 and P -Value <0.05, then the hypothesis is accepted. Results of hypothesis 1: Electronic Word of Mouth (X) significantly affects consumer loyalty (Y) with a T- Statistic value of 2.579 and a P-Value of 0.010 accepted. Hypothesis 2: Electronic Word of Mouth (X) significantly affects purchasing decisions (M) with a T-Statistic value of 38.800 and a P-Value of 0.000 accepted. Hypothesis 3: purchasing decisions (M) affect consumer loyalty (Y) with a T-Statistic value of 8.505 and a P-Value of 0.000 accepted. Hypothesis 4: purchasing decisions mediate Electronic Word of Mouth (X) on consumer loyalty (Y). With a T-statistic value of 8.181 and a P-Value of 0.000, the hypothesis is accepted. This means that the independent variable has a significant effect on the dependent variable and will be more significant if the mediating variable also influences it.