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All Journal Conference In Business, Accounting And Management (Cbam) 2012 JURNAL SOSIAL HUMANIORA (JSH) Binus Business Review Ikonomika : Jurnal Ekonomi dan Bisnis Islam Jurnal Manajemen Indonesia Jurnal Pengabdian Masyarakat Indonesia Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan eProceedings of Management Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS
Damayanti Octavia
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : eProceedings of Management

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The Influence Of Trust In Mediating E-Wom And Social Media Usage Toward Purchase Decision Involvement At Tiktok Putri, Olimvia Agustina; Octavia, Damayanti
eProceedings of Management Vol. 12 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Management

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Abstract

Since digital technology has advanced so quickly, consumer behavior has changed, and social media platforms have become powerful marketing tools. Specifically, TikTok has become well-known for combining entertainment and e-commerce, allowing viewers to discover products in real time and make purchases through TikTok Shop.This study examines the influence of electronic word of mouth (e-WOM) and social media usage on purchase decision involvement, with trust as a mediating variable. Drawing on existing literature, the study highlights how features such as reviews, live streaming, and influencer endorsements significantly impact consumer trust and engagement. However, the abundance of information on social media raises concerns regarding credibility, making trust a vital factor in processing online content and making purchase decisions. The findings aim to provide insights into the interplay between e-WOM, social media usage, and trust in shaping consumer involvement in purchase decisions on TikTok. This study fills a research gap by exploring the mediating role of trust in a rapidly evolving social commerce environment. Keywords: Social Media Usage; Electronic word of mouth; Purchase decision; Trust.
Co-Authors Andes Tamerlane Apon, Nathaleo Michel Citra Dwi Setiawati Rustam Eva Nurhazizah Gatot Yudoko Gevin Sepria Harly Hafizh, Muhammad Damar Helni Mutiarsih Jumhur Heppy Millanyani Indira Rachmawati Januar Israhmawan Putra Khairani Ratnasari Siregar Putri, Haifa Putri, Olimvia Agustina Reza Ashari Nasution Rina Djunita Pasaribu Sinta Aulia Utami Sinta Aulia Utami, Sinta Tamerlane, Andes