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Eka Dewi Setia Tarigan
Universitas Medan Area
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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 Lubis Afbie, Ahmad Rafi Naufal Ahmad Rafiki Akman Daulay Alfifto Amelia , Wan Rizca Amrin Mulia Utama Nasution Amrin Mulia Utama Nst Amrin Nasution Anas Tesya Br Sitepu Anggeun Famelia Atika Ramadhani Azzura, Dinda Baginda Harahap Bobby Umroh Bobby Umroh Br Tarigan, Ester Zaneta Aurina Budiman, Gracesilia Anastasya Cynthia Ayu Lestari Dahrul Siregar Dahrul Siregar Datubara, Maryono Efrianty Hasibuan Eka Putra Fatona, Apreliani Rahma Febriani, Amelia Finta Aramita Fitriani Tobing Ginting, Jelita Br Hasibuan, Laila Handayani Hery Syahrial Hesti Sabrina Hotbin Hasugian Humaira, Sahla Hutagalung, Mhd Rezi Ramadhan Hutagaol, Reski Br Ida Royani Ihsan Effendi Khairunnisak Khairunnisak Khairunnisak Khairunnisak, Khairunnisak Linda Lores M. Yamin Siregar Masut, Masut Mas’ut, Mas’ut Miduk Arta Muhammad Yamin Siregar Mustakim , Istiqfar Nababan, Octavia Mia Nainggolan, Gloria Angelina Vanessa Nasution, Amrin mulia Nindya Yunita Nur Abwaini Nasution Panjaitan, Tabita Pasaribu, Grace Helena Patar Marbun Pribadi , Teddy Pristina Nur Andayani Putra, Irwansyah Putri Yuri Astika Putri, Aprilla Dwiana Ramadhani, Atika Safrida Hafni Sahir Sahir, Syafrida Hafni Sambas, Rizky Aulia Sarah Nabilah Sembiring , Lidya Br Sianturi, Sarifah Sinulingga, Denio Armanda Sirait, Yosi Irma Liza Siregar, M Yamin Sitepu, Karda Sitepu Siti Alhamra Salqaura Sri Sarah br G.Manik Syafrida Hafni Sahir Teddi Pribadi Tita Kiftiah Tohap Parulian Wan Rizka Amelia Wan Suryani Weddy Nur Adam Weny Cintia Dewi Wijaya, Hafiz Hadi Yamin Siregar Yuni Syah Putri Yuni Syahputri