HUMAIRA, Tatitha Mayu (2018) The Influence of Electronic Word of Mouth Through on line Review in Youtube and Brand Trust Toward Purchase Intention With Brand Attitude as Intervening Variable (Study on Aloe Vera Soothing Gel “Nature Republic’’). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The development of internet on social media in Indonesia is increasing from year to year especially on YouTube. YouTube as the most active social media platforms 2017 in the first rank with the use of 43%. Therefore, YouTube is a social media platform that is very informative for the users. The various types of information provided by YouTube users are the most sought-after information, especially reviews about beauty products. The information obtained will make prospective consumers more confident about the product they will choose. Most of the information that is often sought by consumers is a review of beauty products, especially products from Korea. The most recent product reviews from Korea have been uploaded to YouTube is Aloe Vera Soothing Gel from Nature Republic brand. According to recognition Allure Korea magazine, the most popular product and many purchased by society Nature Republic Aloe Vera Shooting Gel. Based on the problem, the purpose of this research is to analyze the components of electronic word of mouth, brand trust, to purchase intention with brand attitude as intervening variable. The research methodology used for this research is case study with survey research method. Convenience sampling techniques that come from non probability sampling techniques are used for the selection of sample. The sample of this research is 125, originated from Aloe Vera Soothing Gel 92% dari Nature Republic who watched online review on YouTube about Aloe Vera Soothing Gel 92% from Nature Republic. Method of processing data using SEM with AMOS used to analysis the data. The limitation of this research is in the results of the goodness index of fit of several variables which are still in the marginal category.

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