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All Journal Harmoni Economics: International Journal of Economics and Accounting
Tifani Rahma Aulia
Universitas Negeri Surabaya

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Social Media Marketing, e-WOM, and Purchase Decisions: The Mediating Role of Brand Trust Tifani Rahma Aulia; Anik Lestari Andjarwati
Harmoni Economics: International Journal of Economics and Accounting Vol. 3 No. 1 (2026): Harmoni Economics: International Journal of Economics and Accounting
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonieconomics.v3i1.456

Abstract

The rapid growth of digital technology and e-commerce has transformed consumer behavior, particularly in the skincare industry. This study investigates the influence of Social Media Marketing (SMM) and electronic Word-of-Mouth (e-WOM) on online purchase decisions, with Brand Trust as a mediating variable. Data were collected from 205 Shopee consumers of the skincare brand Skin1004 using an online questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed using SmartPLS 4 to assess the measurement model, structural model, and mediation effects. The results reveal that both SMM and e-WOM significantly enhance Brand Trust and Purchase Decisions. Additionally, Brand Trust partially mediates the relationships between SMM and Purchase Decisions and between e-WOM and Purchase Decisions. These findings underscore the pivotal role of Brand Trust in optimizing social media marketing and e-WOM strategies to influence consumer purchasing behavior in e-commerce settings.
Co-Authors Anik Lestari Andjarwati