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. Darniati
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Journal : Advances in Management

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The Influence of Digital Marketing and E-WOM on Purchase Decisions in the Marketplace through Brand Trust in Gen Z Students Darniati, Darniati; Mustari, Mustari; Tadampali, Andi Caezar To; Ahmad, Muh Ihsan Said; Nurwahida, Nurwahida
Advances in Management & Financial Reporting Vol. 4 No. 1 (2026): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i1.692

Abstract

Purpose: This study aims to examine the influence of digital marketing and Electronic Word of Mouth (E-WOM) on consumer purchase decisions in marketplace platforms, with brand trust positioned as a mediating variable.   Research Method: The study adopts a quantitative research approach. The sample consists of 361 Generation Z students enrolled in the Economics Education Study Program (cohorts 2022, 2023, and 2024) at the Faculty of Economics and Business, State University of Makassar, Indonesia. Data were collected using structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess direct and mediating relationships among digital marketing, E-WOM, brand trust, and purchase decisions. Results and Discussion: The results indicate that digital marketing, Electronic Word of Mouth (E-WOM), and brand trust have a positive and significant effect on consumer purchase decisions in marketplace platforms. Moreover, brand trust plays a significant mediating role in the relationships between digital marketing and purchase decisions, as well as between E-WOM and purchase decisions. These findings suggest that effective digital communication and positive online consumer interactions enhance trust, which in turn strengthens consumers’ willingness to make purchasing decisions. Implications: In practice, the findings highlight the importance for marketplace platforms and digital marketers of prioritizing trust-building strategies through credible digital marketing content and managing positive E-WOM. For policymakers and educational institutions, the results provide insights into consumer behavior among Generation Z in digital environments. Theoretically, this study reinforces the role of brand trust as a key mechanism linking digital engagement and purchasing behavior. Future research is recommended to expand the sample to other demographic groups, explore additional mediating or moderating variables, and apply longitudinal designs to capture changes in consumer trust and behavior over time.
Co-Authors . Darmawi . Darmawi . Darmawi . Fakhrurrazi . Muthmainnah . Syafruddin ., arneta Abdil lah Imron Nasution Abdul Harris Abdul Wahid Abdullah Hamzah Agusni Yahya Agustin Indrawati Ahmad, Muh Ihsan Said AK, M Daud Akbar, Muh Akbar, Muh Ilham Alvina Felicia Watratan Andi Novita Andi Novita Arifuddin Arifuddin Arman Sayuti Ayuti, Siti Rani Azhari Azhari Azmansyah Azmansyah Baharuddin, Suardi Hi Balqis Alrasyid Suyoto Basri Gani Bunganan , Rey Richard Chyquitha Danuputri Cut Nila Thasmi Cut Soraya Danuputri, Chyquitha Dara Hayati Rapi Darmawi Darmawi Darnanengsih Darnanengsih Diva, Farah Dwi Rosa Selfiana Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Erina Fadlah, Iga fadli amri Fahkrurrazi Fahkrurrazi Faisal Jamin Faisal Jamin Faisal Jamin Faisal Jamin Fakhrurrazi Fakhrurrazi Fakhrurrazi Fakhrurrazi Florentina Magdalena Girsang Ginta Riady Ginta Riady Hamdani Budiman Haruna, Suardi B. Hasibuan, Asnita Herrialfian, Herrialfian Iccha Elvioleta Ida Mulyadi, Ida Isa, M Ishak, Lisa Fitriani Ismail Ismail Khoirunnisa, Fathonah Kholifah, Ida Latifa Suryandari LIA PERMATA SARI M Daud AK M Nur Salim M. Nur Salim Mahdi Abrar Mahdi Abrar Mahdi Abrar Maryulia Dewi Maryulia Dewi Maryulia Dewi Masda Admi Mirna Safrani Fauzi Muhammad Amin muhammad aroza Muhammad Faisal Muhammad Faisal Muhammad Faisal Muhammad Hambal Muhsal, Muhammad Ilham Muhyiddin A.M Hayat Mulyadi, Ida Mulyadi Musdalifa Thamrin Mustari Mustari Muttaqien Bakri Muttaqien Muttaqien Nasir Usman Nazaruddin Nazaruddin nisma hayani Nugraha, Ronaldi Fajar Nur Ramadhan, Nur Nurahmad, Nurahmad NURLIANA NURLIANA Nurwahida Nurwahida, Nurwahida Nuzul Asmilia Olivia salsa dilla putri Pratiwi, Zahwa Amelia Prihatmono, Medy Wisnu Rahmadhini, Vivi Rahmadia Fitri Rastina Rastina Razali Daud Resti Reimena Rezi Maghfira Rezky, Annisyah Rima Rizky Amiruddin Rinidar Rinidar Risal riza maulita Robbi Ghani Roslizawaty Roslizawaty Safika S, Safika Saharuddin Samsuria, Samsuria Sarea, Muh Syahrul Sari, Wahyu Eka Satriani Satriani Silvia P.N Keliat Surachmi Setiyaningsih T. Armansyah T. Armanyah TR Tadampali, Andi Caezar To Talib, Emil Agus Salim Habi Teuku R. Ferasyi Teuku Reza Ferasyi Thamrin, Musdalifa Tongku N Siregar Ummu Balqis wahyu eka sari Wanini, Wanini Windian Tajuk Masmah Bengi Yudha Fahrimal Zainuddin, Zainuddin Zakiah Heryawati Manaf Zakiyah Heryawati Manaf Zinatul Hayati Zuhrawati NA