PENGARUH WORD OF MOUTH, DIGITAL MARKETING, TRUST, DAN KESADARAN KESEHATAN TERHADAP LOYALITAS KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (STUDI PADA ZAFA BODYCARE)

Abstract

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. 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.