Pengaruh Electronic Word Of Mouth (E-Wom) dan Brand Trust terhadap Purchase Decision Produk Wardahdi Kota Pekanbaru
DOI:
https://doi.org/10.51903/e-bisnis.v19i1.3485Keywords:
Electronic Word of Mouth; (e-WOM); Brand Trust; Purchase DecisionAbstract
This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) and brand trust on purchase decisions regarding Wardah products in Pekanbaru. A quantitative research approach was employed. Primary data were collected via a questionnaire distributed to 96 female respondents aged 17 to 35 residing in Pekanbaru, selected using purposive sampling. The results indicate that, partially, the e-WOM variable has a positive and significant effect on purchase decisions, with a calculated t-value of 9.879 > the critical t-value of 1.986 and a significance level of 0.000. Similarly, Brand Trust showed a positive and significant influence with a calculated t-value of 9.899 > critical t-value of 1.986 and a significance level of 0.000. Simultaneously, both variables significantly influenced the purchase decision with a calculated F-value of 80.851 > critical F-value of 3.094. The coefficient of determination (Adjusted R-Square) of 0.627 indicates that e-WOM and brand trust account for 62.7% of the variation in purchase decisions, while the remainder is influenced by other factors outside this research model. These findings confirm that the quality of digital information and brand credibility are crucial factors in driving consumer purchase decisions in the digital era
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