<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap purchase intention melalui consumer trust pada online shop fashion wanita di media sosial Instagram (studi pada generasi milenial di DKI Jakarta). Populasi dalam penelitian ini adalah generasi milenial wanita di DKI Jakarta, dengan teknik pengambilan sampel adalah purposive sampling. Sampel yang diperoleh adalah 100 responden. Data yang diperoleh dianalisis dengan menggunakan teknik analisis structural equating model (SEM) dengan melalui smartPLS. Data yang dikumpulkan dengan kuisioner yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa ada pengaruh yang signifikan electronic word of mouth terhadap purchase intention, ada pengaruh yang signifikan electronic word of mouth terhadap consumer trust, terdapat pengaruh yang signifikan consumer trust terhadap purchase intention, terdapat pengaruh yang signifikan electronic word of mouth terhadap purchase intention melalui consumer trust.Kata Kunci : Electronic Word of Mouth, Purchase Intention, Consumer TrustABSTRACTThis study aims to determine the effect of electronic word of mouth on purchase intention through consumer trust in women's fashion shop online on social media Instagram (a study on millennial generation in DKI Jakarta). The population in this study is the millennial generation of women in DKI Jakarta, with the sampling technique being purposive sampling. The sample obtained was 100 respondents. The data obtained were analyzed using structural equating model (SEM) analysis techniques using smartPLS. Data collected with a questionnaire that has been tested for validity and reliability. The results showed that there was a significant influence of electronic word of mouth on purchase intention, there was a significant effect of electronic word of mouth on consumer trust, there was a significant influence of consumer trust on purchase intention, there was a significant effect of electronic word of mouth on purchase intention through consumer trust.Keyword : Electronic Word of Mouth, Purchase Intention, Consumer Trust]]>
