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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 Rahman Sakka 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 Alim Syariati Andi Adam, Andi Andi Tenri Ampa Anggun Anggun, Anggun Ansharullah ansharullah Anwar, Nurfiah Ardin, Hardiani Ariestiana, Yossy Y. Arihi, La Ode Safiun Asfah, Indrawaty Asmawariza, Lalu Hersika Astuti, Ratna Fitri Aswadi Aswadi Aviva, Nur Ayu Parmitasari, Rika Dwi Azmidar Azmidar, Azmidar B, Hasnah Busrah, Zulfiqar Christina, Connie Damasinta, Alfiana Dewi, Nurul Kemala Dian Ulfa Sari Djamereng, Jumharia Ellyawati, Noor Eril, Eril Ernawati Ernawati fatimah Fatimah Feni Feni GAZALI, MOH. Ghafur Hamran, Rachmat H. Kara, Muslimin 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, Jahring Jamaludin . Jannah, Raodhatul Jonathan, Malvin Kamal, Kamal Kamilah, Assa’adatul Karim, Darwin karmila karmila Katman, Muhammad Nasri Kawadi, Julistri A Khoridha, Arifathul L, Nurmala Lestari, Pertiwi Indah Marwah Marwah Matsam, Risnawati Ma’rif, Hasan Muhammad Hanafi Muhammad Ilyas Thamrin Tahir Muhammad Nur Akbar Rasyid Muhammad Ruslin, Muhammad Muharrama, Muharrama Munir, Nilam Permatasari Mustadjar, Musdalia Mustari Mustari Muttaqin, Andi khaeril Muzakkir Muzakkir Nabir, Abd. Muhaemin Nasir Nasir Ningsi, Sri Fitria Wahyu Nur, Rizki Amalia Nurhawaisa, Besse Nurhayani Nurhidayah Nurhidayah Nurul Amalia Nurul Huda Palulun, Syumma Parmitasari, Rika Dwi Ayu Pirdaus, Adnan Pongpalilu, Fien Putra, Trisno Wardy Putri, Ersa Anugraheni Rahma, Jeniar Rahmadan, Sri Rahmadani, Riya Rahmatullah Rahmatullah Rahmiati Rahmiati Ramli, Satria Rasul, Muhammad I. ridwan, hardiyanti Riskatul Fadliyah Riyanti, Rika ROHANA ROHANA Rukli Rukli Rusdi, Hikmah Rusli, Kurnia 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 Syamsu Rijal Syarigawir, Syarigawir Syatriana, Eny Tadampali, Andi Caezar To Tajrin, Andi Thamrin Mappalahere Thamrin Tahir To Tadampali, Andi Caesar Tuti Supatminingsih Vadriani, Vera Wahab, Djukrana Wahidayanti, Wahidayanti Wahyu, Muh. Nur Wahyuni, Ria Winda Winda WULAN PURNAMASARI, WULAN Yulitayani, Sri Yusuf, Mursidin Zul, Wardania