Metta Padmalia, Zhelby Gabriel

Abstract:

The development of information and communication technology is growing rapidly. The forms of marketing are also more various, one of them called is e-WOM. The abbreviation of e-WOM is electronic word of mouth, it is trusted that this kind of communication can attract people’s attention until provoking the others’ interest and pushing it to be purchasing decision. The purpose of this research is to find out the effect of e-WOM towards trust, the effect of trust towards purchasin decision, the effect of e-WOM towards purchasing decision through trust as intervening variable. This research has been carried out quantitively. The sample that is chosen is the customer of one of beauty salon services in Jember, East Java that has visited minimum once, as 100 people. The research instrument that is used in this research is questionnaire. Data analysis uses SEM-PLS with SmartPLS 3.0 program. The results of this research prove that e-WOM and trust affect significant towards purchasing decision, e-WOM affects significant towards trust and e-WOM affects significant towards purchasing decision through trust as intervening variable. This research shows that e-WOM emerges trust that drives the form of purchasing decision.

Keywords: e-WOM, trust, purchasing decision

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Published: 2022-07-31