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Mustari Mustari
Dosen Fakultas Adab UIN Sunan Kalijaga
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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 . Darniati A., Widyanti Utami AA Sudharmawan, AA Abdul Karim Achmad, Sitti Fatimah Adha, Nur Adillah KR, Realizar Aeni, Prisilia Anghuril Afrilla, Depin Ahmad Jamalong, Ahmad Ahmad, M. Ihsan Said Ahmad, Muh Ihsan Said Amaliah, Rizqah Amelia Amelia Amin, Mukhanifah Amiruddin Amiruddin Amri, A. Dhiya Iradah Andi Aco Agus, Andi Aco Andi Kasmawati Andi Tenri Ampa Andi Tenri Ampa Anggit Priadmojo Arib, Nurul Arfianti Arifin, Fakhira Asmi Asmi Aulia Muslim, Anis B, Aqvila Fadini B, Jalaluddin Bachtiar, Nuraeni Bahri bahri Bahtiar Bahtiar Budy Wiryawan Camellia Camellia, Camellia Darman Manda Manda Darmawati Darmawati Delianti, Delianti Desinta, Besse Dinar, Muhammad Effendi, Rezhi Eko Supraptono FADIAH, NUR Fadilla, Dian Fadiyanto, Guruh Achmad Faisal, Iriani Farid Wajidi Fatmasari, Santi Fausiy, Muhammad Fazlih FIRMAN UMAR, FIRMAN Gunawan Bata Ilyas, Gunawan H, Rahma Habib Habib, Habib Hajar, Nurfahmi Hakim, Muhammad Nur Hamsu Abdul Gani Haris , Hasnawi Hartanti, Yunita Dwi Hasbi Hasbullah Hasbullah Hashfi, Hadyan HASNAWI HARIS, HASNAWI Hasyim, Sitti Hajerah Hendra Jaya HERI TAHIR Heriani Heriani, Heriani Hidayat, Neneng Hisyam Zaini Husma, Husma Husnul Hotimah I Made Sudana Imam Suyitno Inanna, Inanna Intang, Ratih Purnama J., Evi Johansyah, Wahyu Kansil, Yoo Eka Yana Kuliahsari, Dessy eka Kurnia Pratama, M Maulana Kurniawan, Roy Lalu Sumardi Lase, Sepandil Laras M. Yunasri Ridhoh Mahesa, Arjuna Maksud Hakim, Maksud Malik, Rifki Abdul Maskur, Nurftriani Masni Masrufa, Binti MS, Hadyan Hashfi Muh Rijal, Muh MUHAMMAD AKBAL, MUHAMMAD Muhammad Aziz Muhammad Faizal Muhammad Hasan Muhammad Hasan Muhammad Ihsan Said Ahmad Muhammad Rasyid Ridha Muhammad Siddiq, Muhammad Muhammad Yahya Muhammad Yunus Muhammadong Muis, Nurhasni Mulawarman, Ade Muliyadi, Andi Multhazam, Riana Munir, Nur Mustaring Mustaring Mutmainnah, Asri Ainun Nahriana, Nahriana Najamuddin Najamuddin, Najamuddin Najib, Marhawati Nanda Rezky Pratama Nasrullah Nasrullah Nasuhan, Najamuddin Noor, Aliefia Novianti Novianti Nudiana, Nudiana Nur Ana Nur Arisah Nuralisa, Nuralisa Nurdiana Nurdiana Nurhaliza, Widi Nurhilalia, Nurhilalia Nurjannah Nurjannah Nurjannah Nurjannah Nursantoso, Teguh Nurwahida Nurwahida, Nurwahida Oktaviana, Annisa Parenreng, Jumadi M. Paris, Muh. Permanasari, Devi Prayitno, Farrel Izham Purnama, Widia Putrawan, Muh. Rizah Raden Mohamad Herdian Bhakti Rafiuddin Syam Rahmatullah Rahmatullah Rahmawati, Rahmawati Rajab, Nurjannah Ramadhani, Fildza Anisya Ramlan, H. Ratnasari, Dahlia Riskawati.B, Riskawati.B Rispawati, Rispawati Rizalman, Mhd. Rizky Ridwan Romansyah Sahabuddin Rosmiati Rosmiati Rovandi, Harris Roy, Andi Safitri, Aisyah D. A. T. SAHRUL, SAHRUL Said, Muh Ihsan Said, Muh. Ihsan Said, Nurhidayat Muhammad Salata, Sri Astuti Sanur, Iham Samudra Sawaludin, Sawaludin Setiawati, Aisa SHALEHA, MAR'AH Sirajjuddin, Andi Muchlis Sirajuddin, Andi Muchlis Sri Andini Sri Puspita Sari Subur, Hikmayani Sukmawati Sukmawati Sukron Makmun Sulolipu, Andi Annisa Sumantri, Ibrahim Syamsiar, Syamsiar Syamsu Rijal Syamsu Rijal Syamsul, Muhammad Ayyub Tadampali, Andi Caezar To Tahir, Sumiati Teguh Prakoso Thaariq, M. Ulfat Thamrin Tahir Togon, Prisca Oktavia Tuti Supatminingsih Uca, Uca Wahyudi, Jarot Yuant Tiandho Yulianti Kalaba Zulfah, 'Aqil Dlabit 'Alimuddin Putra