International Journal of Educational Review, Law And Social Sciences (IJERLAS)
Vol. 3 No. 3 (2023): May

THE EFFECT OF TRUST AND ELECTRONIC WORD OF MOUTH ON PRODUCT PURCHASING DECISIONS ONLINE

Dede Suleman (1Department of Management & Jaya Launch Pad, Universitas Pembangunan Jaya)
Dedi Suharyadi (Universitas Bina Sarana Informatika)
Rini Martiwi (Universitas Bina Sarana Informatika)
Nyoman Suardhita (Universitas Bina Sarana Informatika)
Enggar Widianingrum (Universitas Bina Sarana Informatika)
Eulin Karlina (Universitas Bina Sarana Informatika)

Article Info

Publish Date
06 May 2023

Abstract

This research aims to examine the effect of trust and electronic word of mouth (eWOM) on product purchasing decisions. Trust is considered a crucial factor in consumer decision-making, and eWOM has emerged as a powerful tool for shaping consumer opinions and attitudes towards products. The study uses a survey questionnaire to collect data from a sample of consumers and employs structural equation modeling (SEM) to analyze the relationships between the variables. The research proposes the following hypotheses: Trust has a positive effect on product purchasing decisions. eWOM has a positive effect on product purchasing decisions.The results of the study provide insights into the role of trust and eWOM in shaping consumer purchasing decisions and highlight the importance of building trust and leveraging eWOM to promote products effectively. The findings of the research can inform marketing strategies and help businesses develop more effective approaches to influence consumer behavior.

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Journal Info
International Journal of Educational Review, Law And Social Sciences (IJERLAS)
Website

Abbrev

IJERLAS

Publisher

CV. RADJA PUBLIKA

Subject

Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

Description

This journal accepts articles on results of the research in fields of Education, Cross Culture, Law, Environmental Empowerment which are the latest issues from the results of activities or practical implementations that are problem solving, comprehensive, meaningful, latest and sustainable findings ...