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All Journal JUIMA : Jurnal Ilmu Manajemen
Ketut Giantar, I Gusti Ayu
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Economics, Econometrics & Finance

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PERAN BRAND TRUST MEMEDIASI PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING DI KOTA DENPASAR dewi, ni ketut fayola cahya; Ketut Giantar, I Gusti Ayu
JUIMA : JURNAL ILMU MANAJEMEN Vol. 15 No. 2 (2025): JUIMA : JURNAL ILMU MANAJEMEN
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar

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Abstract

This study aims to analyze the role of brand trust in mediating the influence of e-wom on purchasing decisions. This study was conducted on Scarlett Whitening consumers in Denpasar City with a quantitative approach using the associative causality method. The sample determination used a non-probability sampling method with a purposive sampling technique and a sample of 100 samples was used and used a survey method with offline and online questionnaires. The theory used is the S-O-R Theory and AISAS Theory. The data analysis technique in this study is path analysis using SPSS. The results of this study state that all hypotheses are accepted. E-wom has a positive and significant influence on purchasing decisions. E-wom has a positive and significant influence on brand trust. Brand trust has a positive and significant influence on purchasing decisions. Brand trust is able to partially mediate the influence of e-wom on purchasing decisions of Scarlett Whitening consumers in Denpasar City. The results of this study provide empirical evidence that brand trust has an important role in e-wom on purchasing decisions. The implication of this study is the importance of Scarlett Whitening building consumer trust in the brand by providing relevant information to build positive e-wom which is expected to increase consumer purchasing decisions of Scarlett Whitening in Denpasar City.
Co-Authors dewi, ni ketut fayola cahya