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All Journal MANAJEMEN DEWANTARA
Varensia
Universitas Tarumanagara
Economics, Econometrics & Finance

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THE MEDIATING ROLE OF BRAND TRUST IN FACTORS INFLUENCING PURCHASE INTENTION SAFF & CO IN JAKARTA Varensia; Galuh Mira Saktiana
MANAJEMEN DEWANTARA Vol 10 No 1 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21760

Abstract

Objectives: To examine the effects of eWOM and perceived quality on purchase intention, with brand trust as a mediator, among SAFF & Co consumers. Methods: Quantitative research involving 241 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 4. Research Gap/Novelty: Integrates brand trust as a mediator linking eWOM and perceived quality to purchase intention. Results: eWOM, perceived quality, and brand trust positively and significantly influenced purchase intention. Brand trust significantly mediated both relationships. Conclusion: Strengthening eWOM, perceived quality, and brand trust enhances purchase intention and market competitiveness.
Co-Authors Galuh Mira Saktiana