CD Skripsi

Analisis E-Wom, Brand Image Dan Brand Trust Terhadap Keputusan Dan Kepuasan Gen Z Untuk Menggunakan Aplikasi Halodoc Sebagai Solusi Kesehatan Digital Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Brand Image, and Brand Trust on Gen Z's Decision and Satisfaction to use the Halodoc application as a digital health solution in the city of Pekanbaru, with Decision as a mediating variable. This study uses a quantitative approach with a questionnaire distributed to 100 respondents, and data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The results show that E-WOM does not have a significant effect on decision. Meanwhile, Brand Image and Brand Trust have a positive and significant effect on decision. Decision is also proven to have a significant effect on Satisfaction. In the mediation test, only Brand Image has a significant effect on satisfaction through decision, while E-WOM and Brand Trust do not have a significant effect. Overall, this study confirms that brand image is a dominant factor in shaping Gen Z's decisions and satisfaction in using Halodoc digital health services.
Keywords: E-WOM, Brand Image, Brand Trust, Decision, Satisfaction, Halodoc, Gen Z.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102135529

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102135529

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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