Research Article
Word of Mouth Effects on Purchase Decisions: Examining the Mediating Role of Brand Trust
@INPROCEEDINGS{10.4108/eai.18-12-2023.2349800, author={Muhammad Yani and Mas Oetarjo and Ahmad Wildan Maulana}, title={Word of Mouth Effects on Purchase Decisions: Examining the Mediating Role of Brand Trust}, proceedings={Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={UHICEB}, year={2024}, month={12}, keywords={word of mouth brand trust and purchase decision}, doi={10.4108/eai.18-12-2023.2349800} }- Muhammad Yani
Mas Oetarjo
Ahmad Wildan Maulana
Year: 2024
Word of Mouth Effects on Purchase Decisions: Examining the Mediating Role of Brand Trust
UHICEB
EAI
DOI: 10.4108/eai.18-12-2023.2349800
Abstract
This study aims to measure the level of WOM (word of mouth) influence, assess the effectiveness of brand trust as a mediator, identify key WOM factors that affect purchase decisions, and analyze the complex interrelationships among these variables. This study employs a quantitative survey approach to objectively test theories by examining relationships among variables. Non-probability sampling is utilized for sample selection, with 96 respondents. Data collection is conducted using a questionnaire. The data was analyzed using the structural equation modeling (SEM) approach with partial least squares (PLS) to test the theoretical model. The research found that word of mouth and brand trust positively affect purchasing decisions. Brand trust can mediate the relationship between word of mouth and purchasing decisions. This study introduces a new dimension by incorporating the variable brand trust as a mediation that explains the relationship between word of mouth and consumer purchase decisions. Thus, the research not only explores diverse findings but also delves deeper into the mechanisms that may be involved in the consumer decision-making process
