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All Journal East Asian Journal of Multidisciplinary Research (EAJMR)
Sintiadewi, Ni Luh Gede Nita
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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The Mediating Role of Brand Trust in the Influence of E-WOM and Product Quality on Purchase Decisions for Natural Cosmetics in Bali Sintiadewi, Ni Luh Gede Nita; Sara, I Made; Sitiari, Ni Wayan
East Asian Journal of Multidisciplinary Research Vol. 3 No. 9 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i9.11374

Abstract

The rapid growth of the business world in the era of globalization also impacted the cosmetics industry. Consumers became more critical and selective in their purchase decisions, which were influenced by factors like electronic word of mouth (e-WOM), product quality, and brand trust. This study analyzed the impact of e-WOM and product quality on purchase decisions, with brand trust as an intervening variable. Using a quantitative method with a questionnaire, data were collected from 105 respondents in Bali. The results showed that e-WOM and product quality both had positive and significant effects on purchase decisions and brand trust. Brand trust partially explained the influence of e-WOM and product quality on purchase decisions. Future studies may explore additional factors and include more respondents for greater accuracy.
Co-Authors I Made Sara Sitiari, Ni Wayan