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Nurwahida Nurwahida, Nurwahida
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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 Abdul Azis Abdul Jabar Abdul Wahab Abdullah, Ahmad Rizal Abdullah, M. Wahyudi Abdurahman Abdurrahman Abul Fauzi, Abul Adiningsih S, Sri Hutami Adryawin, Iwin Agus Ismail Ahmad, Ardiansyah Ahmad, Muh Ihsan Said Akhmad Affandi Akhmad, Fatmawati Akram, Akram Alfian Alfian Alfiana Damasinta Alim Syariati Andi Adam, Andi Andi Tenri Ampa Andillah, Firmansyah Anggun Anggun, Anggun Ansharullah ansharullah Ardin, Hardiani Ariestiana, Yossy Y. Arihi, La Ode Safiun Asfah, Indrawaty Asmawariza, Lalu Hersika Astuti, Ratna Fitri Aswadi Aswadi Aviva, Nur Azmidar Azmidar, Azmidar B, Hasnah Busrah, Zulfiqar Christina, Connie Dewi, Nurul Kemala Dian Ulfa Sari Ellyawati, Noor Eril, Eril Ernawati Ernawati Fakhrunnisaa, Nur fatimah Fatimah Feni Feni GAZALI, MOH. Ghafur Hamran, Rachmat Hamdani, Muhammad Korib Hardianti Hardianti, Hardianti Hartoto Hartoto Hasan Hasan Hasan, Sakka Hasbi, Thea Aprilya Herawan Hisanan Irajuana Haidar Irmayanti Irmayanti, Irmayanti Ismail Jabri, Umiyati Jahring Jamaludin . Jannah, Raodhatul Jonathan, Malvin Jumharia Djamereng Kamal, Kamal Kamilah, Assa'adatul Kamilah, Assa’adatul Karim, Darwin karmila karmila Kawadi, Julistri A Khoridha, Arifathul L, Nurmala Lestari, Pertiwi Indah Marwah Marwah Masuwd, Mowafg Matsam, Risnawati Ma’rif, Hasan Muhammad Hanafi Muhammad Ilyas Thamrin Tahir Muhammad Nasri Katman Muhammad Nur Akbar Rasyid Muhammad Ruslin, Muhammad Muharrama, Muharrama Munir, Nilam Permatasari Muslimin Kara Mustadjar, Musdalia Mustari Mustari Muttaqin, Andi khaeril Muzakkir Muzakkir Nabir, Abd. Muhaemin Nasir Nasir Ningsi, Sri Fitria Wahyu Nur, Rizki Amalia Nurfiah Nurfiah Nurhawaisa, Besse Nurhayani nurhayani Nurhidayah Nurhidayah Nurul Amalia Nurul Huda Palulun, Syumma Pirdaus, Adnan Pongpalilu, Fien Putri, Ersa Anugraheni Rahma, Jeniar Rahmadan, Sri Rahmadani, Riya Rahmatullah Rahmatullah Rahmiati Rahmiati Ramli, Satria Rasul, Muhammad I. ridwan, hardiyanti Rika Dwi Ayu Parmitasari Riskatul Fadliyah Riyanti, Rika ROHANA ROHANA Rukli Rukli Rusdi, Hikmah Rusli, Kurnia Sakka, Abdul Rahman Salam, Supardi Samsuddin Samsuddin Sapriadi, Sapriadi Saputri, Jesika Sari, Fitri Aulia Septiana, Windy Shofia Nurun Alanur S SINTA, PRETI Solly Aryza Sri Mulyani Sri Muntu, Andi Tenri Srifirdayanti, Srifirdayanti Sukmawati Sukmawati Syamsuddin, Naidin Syarigawir, Syarigawir Syatriana, Eny Tadampali, Andi Caezar To Tajrin, Andi Thamrin Mappalahere Thamrin Tahir Trisno Wardy Putra Tuti Supatminingsih Vadriani, Vera Wahab, Djukrana Wahidayanti, Wahidayanti Wahyu, Muh. Nur Wahyuni, Ria Winda Winda WULAN PURNAMASARI, WULAN Yulitayani, Sri Yusuf, Mursidin Zul, Wardania