Hidayati, Diah Kurnia (2021) Hubungan Tingkat Electronic Word of Moth (e-WOM), Tingkat e-Desain Aplikasi, dan Tingkat e-Relative Advantage terhadap Tingkat e-Repurchase Digital Perbankan Jenius di Surabaya yang Dimediasi oleh Tingkat e-Trust. Masters thesis, Master Program in Communication Science.

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Abstract

Marketing Communication has a vital role in the promotion of a product. This is
especially true for a new and innovative product. This innovation made Jenius as a
digital banking with the first Reinvented Banking system in Indonesia, had to carry
out the marketing communication process so that its innovative products could be
recognized by the entire public. Based on the Diffusion of Innovation Theory, this
study used Electronic Word of Mouth (e-WOM), e-Application Design, and e�Relative Advantage variables. This study aimed to determine the relationship
between these variables and e-Repurchase mediated by e-Trust for Jenius users in
Surabaya. The study used quantitative methods to 120 samples using SmartPLS'
data processing. The results showed that e-Relative Advantage had the most
significant role on e-Repurchase behavior and e-Trust had no role in mediating the
three independent variables of the study on the dependent variable.

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