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Universitas Medan Area (UMA), Medan, Indonesia
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THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (eWOM) AND BRAND TRUST ON PURCHASE INTENTION OF AQUA PRODUCTS AMONG GENERATION Z AFTER THE BOYCOTT: A CASE STUDY ON MANAGEMENT STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF UTARA SUMATRA Sri Sarah br G.Manik; Alfifto; Amrin Mulia Utama Nst; Eka Dewi Setia Tarigan; Irwansyah Putra
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i10.923

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (eWOM) and Brand Trust on Purchase Intention for Aqua products following the emergence of a boycott issue. A boycott brand can influence consumer perceptions and purchasing decisions; Therefore, it is important to examine the role of electronic communication and brand trust in shaping consumer purchasing intentions. This research adopts a quantitative approach, with data collected through questionnaires and analyzed using multiple linear regression tests. The results show that, partially, eWOM has a positive and significant influence on the purchase intention of Aqua products. Similarly, Brand Trust is also proven to have a positive and significant partial effect. Simultaneously, both independent variables significantly and positively affect purchase intention after the boycott issue. These findings indicate that effective digital communication strategies and efforts to build and maintain brand trust are key to sustaining consumer loyalty, especially in the face of reputation crises.
Co-Authors Adelina, Iqlima Syakila Aditya Syahputra Alfifto Amriany Tanjung Amrin Mulia Utama Nasution Andika Syahputra Arief, Sulthan Ananda Audrey Faiq Sabillah br Sinuraya, Dea Carera Dina Maizana Dita Eka Pertiwi Sirait Eka Dewi Setia Tarigan Fadillah, FDwi Resya Fandy, Danang Alif Fauzi Fauzi Gultom, Chrisdahner Edoardo Gunawan Sihombing Gusti Ilham Pratama H. Syahriandi Habibi, Mhd Hutauruk, Sarah Yosefin Intan Hamanda Kaur, Sherrindeep Khairunnisak Lisa Sulistiana Lubis, Kurniawan M.Khadafi Monalisa, Indah Muthya Rahmi Darmansyah Nindya Yunita Nurmaida Irawani Siregar Nurul Fazira Nurulitha, Sakinah Riza Fanny Meutia Salwa Annisa Setiawan, Joko Arif Sri Sarah br G.Manik Syahira, Raissa Syahreza, Dina Sarah Teddi Pribadi Tegar Irawan Utomo, Dimas Harmianto Wan Rizca Amelia Wike Oktaviani