The Role of Brand Trust Mediating the Influence of Electronic Word of Mouth on Erigo Fashion Purchase Decisions in Denpasar City

Wayan Haris Chandra; I Gst. A. Kt. Gd.  Suasana; Tjokorda Gde Raka  Sukawati; Luh Gede Sri  Artini

doi:10.55927/ijar.v4i7.14864

Authors

Wayan Haris Chandra Universitas Udayana
I Gst. A. Kt. Gd. Suasana Universitas Udayana
Tjokorda Gde Raka Sukawati Universitas Udayana
Luh Gede Sri Artini Universitas Udayana

DOI:

https://doi.org/10.55927/ijar.v4i7.14864

Keywords:

e-WOM, Brand Trust, Purchase Decision

Abstract

The purpose of this study is to ascertain how brand trust functions as a mediator between Electronic Word of Mouth (E-WOM) and Erigo fashion product purchases in Denpasar City. The existence of Erigo stores in Bali, which are limited to Denpasar, served as the basis for the choice of location. One hundred Erigo customers participated in the non-probability sampling technique. Questionnaires were used to gather data, and the Sobel test and path analysis were used for analysis. The findings demonstrated that the impact of E-WOM on purchase decisions could be mediated by brand trust. By paying attention to E-WOM and brand trust, these findings should help Erigo make better purchasing decisions.

Downloads

Download data is not yet available.

References

Adil, A. S., Asdar, M., & Ismail, M. (2018). Pengaruh keterlibatan pelanggan dan kepercayaan merek terhadap keputusan pembelian produk melalui minat beli sebagai variabel intervening (Studi pada akun Instagram Eiwa). Hasanuddin Journal of Applied Business and Entrepreneurship (HJABE), 1(3), 37–50.

Charvia, K., & Erdiansyah, R. (2020). Pengaruh electronic word of mouth dan brand experience terhadap brand trust (Studi terhadap pengguna OVO di Jakarta). Prologia, 4(2), 237–244.

Dewi, N. S., & Sudiksa, I. B. (2019). Peran kepercayaan merek memediasi electronic word of mouth terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 8(6), 3784–3813.

Dikayana, N. P. D., & Wardana, I. M. (2023). Peran kepercayaan merek memediasi pengaruh electronic word of mouth terhadap keputusan pembelian kosmetik Madame Gie. E-Jurnal Manajemen Universitas Udayana, 13(5), 722–745.

Fatimah, A. N., & Widodo, T. (2021). Pengaruh electronic word-of-mouth dalam upaya meningkatkan brand value co-creation dan brand trust yang mengarah pada purchase intention di Traveloka (Studi pengguna Twitter di Kota Bandung). e-Proceeding of Management, 8(5), 4531–4538.

Firmansyah, M. A. (2018). Perilaku konsumen (Sikap dan pemasaran). Deepublish.

Hanaysha, J. R. (2022). Dampak fitur pemasaran media sosial terhadap keputusan pembelian konsumen di industri makanan cepat saji: Kepercayaan merek sebagai mediator. Jurnal Internasional Wawasan Data Manajemen Informasi, 2(2), 1–10.

Junia, Y. I. (2021). Pengaruh brand awareness, brand image, dan brand trust terhadap keputusan pembelian pada produk Pocari Sweat di Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(4), 360–363.

Kioek, M. A. C., Ellitan, L., & Handayani, Y. I. (2022). Pengaruh Instagram dan e-WOM terhadap minat dan keputusan pembelian konsumen produk skincare. Jurnal Bisnis Perspektif (BIP's), 14(1), 11–28.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education, Inc.

Noviandini, N. P. T., & Yasa, N. N. K. (2021). Peran brand trust memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 10(11), 1201–1220.

Padmawati, N. M., & Suasana, I. G. A. K. G. (2020). Peran kepercayaan merek dalam memediasi pengaruh e-WOM terhadap keputusan pembelian produk Chatime di Bali. E-Jurnal Manajemen Universitas Udayana, 9(7), 2621–2641.

Sari, N., Saputra, M., & Husein. (2017). Pengaruh electronic word of mouth terhadap keputusan pembelian pada toko online Bukalapak.com. Jurnal Manajemen Magister, 3(1), 96–106.

Saputri, M. E. (2016). Pengaruh perilaku konsumen terhadap pembelian online produk fashion pada Zalora Indonesia. Jurnal Sosioteknologi, 15(2), 291–297.

Soinbala, R., & Bessie, J. L. D. (2020). Pengaruh electronic word of mouth (e-WOM) melalui media sosial Instagram terhadap keputusan pembelian 445 GLORY. Jurnal Ekonomi dan Ilmu Sosial, 1(1), 65–83.

Stefanny, N., Rahmawati, & Roni, M. (2022). The role of brand image and brand trust in mediating the influence of e-WOM on purchase decision (Case of video-on-demand Netflix). IDEAS: Journal of Management & Technology, 2(1), 12–21.

Vongurai, R., Elango, D., Phothikitti, K., & Dhanasomboon, U. (2018). Social media usage, electronic word of mouth and trust influence purchase-decision involvement in using traveling services. Asia Pacific Journal of Multidisciplinary Research, 6(4), 32–37.