Consumer behavior is the basis that consumers use in making purchasing decisions, taking into account aspects such as price, quality, and product functionality. According to Sari et al. (2017), consumer behavior includes the process of determining, obtaining, and using goods or services. Large companies also study this behavior to understand consumer preferences and reasons for buying.

Saputri (2016) explained that consumer behavior is the result of an interaction between personal and environmental influences that affect the exchange process in life. Because of the many variables that interact with each other, consumer behavior becomes complex to analyze (Firmansyah, 2018). According to Kotler and Keller (2022), consumer behavior describes how individuals make purchasing decisions based on the resources they have in exchange for goods or services that provide benefits.

Consumer Behavior refers to the way individuals determine, buy, use, and dispose of products, services, or experiences to meet needs and wants. According to Kotler & Keller (2022), these behaviors are influenced by stimuli such as price, promotion, location, and processes, as well as internal factors such as psychology and personal characteristics, which ultimately shape purchasing decisions. Consumer behavior is complex because it involves many variables that interact with each other.

Digital communications from customers who post reviews, opinions, and experiences about a product or service online are known as electronic word-of-mouth, or e-WOM. e-WOM becomes a crucial instrument in the decision-making process for purchases and helps consumers feel less apprehensive. Potential buyers' decisions and trust are significantly impacted by the information presented, which can be either favorable or negative. Indicators including reading reviews, looking for information online, doubting without reviews, and knowledge were used in this study to gauge e-WOM.

Consumers' faith in a brand's ability to fulfill its commitments in a responsible and consistent manner is known as brand trust. Relationships between customers and brands are strengthened by this trust, which also makes it easier to convey marketing messages and fosters a favorable perception. Indicators like trustworthy, secure, and truthful brands are used to gauge brand trust.

Purchase Decision is the consumer's action in choosing and buying a product based on needs and desires. Need identification, information search, alternative evaluation, purchase choice, and post-buy behavior are the five steps in this process. These decisions are crucial in market competition and reflect consumer consumption behavior. Indicators in this study include confidence in the product, recommendations from others, satisfaction, and a feeling of satisfaction with the purchase decision.

Based on the respondents' descriptions, the majority of the male gender is 56 percent, while women are 44 percent. Judging from age, respondents were dominated by the age group of 18-22 years old by 80 percent, followed by the age group of 23-27 years old by 15 percent, the age of 28-32 years by 3 percent, and the age over 32 years by 2 percent. Based on the latest education, the majority of respondents have a high school/vocational/equivalent education of 79 percent, followed by bachelor's degree at 20 percent, and postgraduate at 1 percent. In terms of employment, the majority of respondents are students/students at 81 percent, followed by employees at 14 percent, entrepreneurs at 4 percent, and teachers at 1 percent. Meanwhile, the social media most often used by respondents was Instagram at 47 percent, followed by TikTok at 33 percent, Twitter (X) at 10 percent, Facebook at 9 percent, and YouTube at 1 percent.

Table 1. Variable Description Criteria

Table 2. Description of Respondents' Perception of the E-WOM Variable

Based on Table 4.3, respondents' perception of the electronic word of mouth (E-WOM) variable shows that the highest average score is found in the statement about the habit of reading customer reviews before purchasing Erigo products, which is 4.44. Meanwhile, the lowest average score was found in the statement regarding Erigo's social media access to get accurate information, with a value of 4.25. Both fall into the category very often.

Table 3. Description of Respondents' Perception of Brand Trust Variables

Based on Table 4.4, respondents' perceptions of brand trust variables showed that the highest average score was found in the statement of confidence that Erigo provides honest product information, with a value of 4.30 and included in the very high category. Meanwhile, the lowest average score of 4.16 is found in two statements, namely the consistency of product quality and the sense of security when buying, both of which are classified as high.

Table 4. Description of Respondents' Perception of Decision Variables Purchase

Based on Table 4.5, respondents' perception of the purchase decision variable showed that the highest average score of 4.37 was found in the statement of confidence in buying Erigo products after knowing the information on social media, while the lowest score of 4.28 was found in satisfaction with the purchase transaction. Both are in the very high category.

Table 5. Direct Influence, and Indirect Influence, and Total Impact

Source : Data processed, 2025

Figure 3. Validation of the Final Path Diagram Model

The findings demonstrated that brand trust and purchase decisions were directly impacted by electronic word of mouth (E-WOM) at 0.683 and 0.511, respectively. Purchasing decisions are directly influenced by brand trust by

0.307. Furthermore, E-WOM's indirect impact on decisions to buy through brand trust was 0.209, increasing the overall influence to 0.72.

Normality Test

The data are normally distributed, and the regression model satisfies the assumption of normalcy, according to the Kolmogorov-Smirnov test findings, which revealed an Asymp.Sig value of 0.200 that was greater than 0.05.

Multicollinearity Test

Table 7. Multicollinearity Test Results

Source : Data processed, 2025

The tolerance value was 0.533 and the VIF was 1.875, according to the multicollinearity test findings, indicating that the regression model lacked multicollinearity.

The study's findings demonstrate that electronic word-of-mouth, or E- WOM, significantly influences consumers' decisions to buy. Customers, particularly the younger generation, are more likely to purchase Erigo items when they receive positive information from E-WOM, particularly through social media platforms like Instagram and TikTok. The majority of responders, who are between the ages of 18 and 22, are highly active in using digital media to compare items, read reviews, and look for information. Because of this, E-WOM has a significant impact on how consumers perceive and make decisions. Previous research by Soinbala & Bessie (2020), Kioek et al. (2022), and Vongurai et al. (2018), which also noted the substantial impact of E-WOM on purchasing decisions, is supported by this study.

E-WOM has also been shown to have a significant effect on brand trust, in accordance with consumer behavior theory that emphasizes the importance of the external environment in shaping consumer attitudes. Consistent and convincing information from third parties such as other customers and influencers increases Erigo's credibility in the eyes of consumers. The group of teenagers and high school/vocational school graduates in this study tended to

build trust in the brand through the opinions of fellow users on social media. The high intensity of interaction with E-WOM strengthens the belief that Erigo maintains product quality, provides honest information, and is safe in transactions. These findings are in line with the research of Charvia & Erdiansyah (2020), Fatimah & Widodo (2021), and Padmawati & Suasana (2020).

Trust in the brand also has a significant influence on purchasing decisions. Young consumers who are still building a shopping experience tend to seek security and convenience, which is gained through trust in brands. Respondents in this study felt confident in buying Erigo products after getting reliable information, feeling satisfaction with the transaction process, and being influenced by positive testimonials from other users. These findings are supported by research by Adil et al. (2018), Hanaysha (2022), and Junia (2021) which shows that brand trust drives purchasing decision-making.

The Role of Brand Trust as a Mediator between E-WOM and Purchase Decisions The association between E-WOM and purchase decisions is somewhat mediated by brand trust. E-WOM information generates a favorable impression of the brand's quality, security, and authenticity, which in turn builds trust and motivates customers to make a purchase. According to consumer behavior theory, the trust that guides a purchase decision can be formed by the objective experience of other consumers. This study supports the conclusions of Noviandini & Yasa (2021), Stefanny et al. (2022), and Dewi & Sudiksa (2019), which confirm that brand trust can mitigate the impact of E-WOM on purchase

decisions.

This research supports the theoretical framework of consumer behavior, especially in the context of digital marketing. E-WOM proves to be an external stimulus that influences consumer perception and forms trust in brands, which further drives purchasing decisions. Some of the key points of this implication are:

In practical terms, the results suggest a marketing strategy for Erigo: