PENGARUH PROMOSI DIGITAL, BRAND IMAGE, DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT MENGGUNAJAN JASA DENGAN MODERASI e-WOM

Abstrak

This study aimed to analyze the effects of digital promotion, brand image, and consumer trust on the intention to use services at Diva Wedding organizer in Kuningan Regency and examined the moderating role of electronic word of mouth (e-WOM). A quantitative approach with a descriptive and verificative research design was employed. Data were collected through questionnaires distributed to 220 respondents who were familiar with Diva Wedding organizer. The data were analyzed using multiple linear regression and Moderated Regression Analysis (MRA) with IBM SPSS Statistics 26. The results showed that digital promotion did not have a significant effect on the intention to use services, whereas brand image and consumer trust had positive and significant effects. Furthermore, e-WOM did not moderate the relationships between digital promotion and service use intention or between brand image and service use intention. However, e-WOM negatively moderated the relationship between consumer trust and service use intention by weakening its positive effect. These findings indicated that consumers placed greater emphasis on brand image and consumer trust than on digital promotion when considering wedding organizer services. Therefore, service providers should prioritize strengthening brand image, maintaining consumer trust through consistent service quality, and effectively managing their digital reputation and online customer reviews.