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All Journal JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial Journal of Educational Science and Technology JURNAL PENDIDIKAN ROKANIA Komposisi: Jurnal Pendidikan Bahasa, Sastra, dan Seni JPM PAMBUDI HIRARKI : Jurnal Ilmiah Manajemen Dan Bisnis Jurnal Ilmiah Cano Ekonomos Journals of Indonesian Multidisciplinary Research JPM Pambudi Bakoba: Journal of Social Science Education
Rina Ari Rohmah
Universitas Pasir Pengaraian
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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The Effect of Electronic Word Of Mouth on Purchase Decision of Msme Consumers: The Mediating Role of Brand Image and Brand Trust Purwantoro; Rina Ari Rohmah
Journals of Indonesian Multidisciplinary Research Vol. 5 No. 1 (2026): Journals of Indonesian Multidisciplinary Research
Publisher : CV.Karoteh Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61291/q49jff32

Abstract

Most Indonesian MSMEs cannot afford advertising, so what other customers say online often does the selling for them. This study asks whether that electronic word of mouth (e-WOM) actually moves MSME consumers to buy, and whether it does so directly or by first shaping how they see and trust the brand. We surveyed consumers who had read or shared online reviews before buying an MSME product and tested a stimulus-organism-response model with partial least squares structural equation modelling and bootstrapping. After a few weak items were dropped, the measurement model met the usual reliability and validity requirements. e-WOM turned out to be a strong driver of both brand image and brand trust, and each of these in turn pushed consumers toward a purchase decision. The direct link between e-WOM and purchase decision, however, was not significant, while the indirect links through brand image and brand trust were. In other words, the effect of e-WOM on buying is fully mediated. Reviews do not sell MSME products on their own; they work by making the brand look credible and trustworthy first, and that is where MSMEs should aim their e-WOM effort.
Co-Authors Erni Rouza, Erni Purwantoro - Ratri Isharyadi, Ratri Ryan Prayogi Syahrul R, Syahrul Welven Aida Yupita Herni Yanti Gea