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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Rizki, Heri
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Economics, Econometrics & Finance Other

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Peran Kepercayaan dalam Mempengaruhi Hubungan E-WOM dan Citra Merek terhadap Keputusan Pembelian di Marketplace Rizki, Heri; Fitri, Aida; Andi, Muhammad
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1019

Abstract

This study investigates the role of consumer trust in mediating the influence of electronic word of mouth and brand image on the review of purchasing decisions on the Shopee e-marketplace in Banda Aceh City. This research method uses a quantitative approach with a sample of 115 respondents through a purposive sampling technique. The data of this study were collected through a questionnaire and analyzed using SEM AMOS. This study concludes that e-wom and brand image are proven to be able to increase consumer trust and purchasing decisions on Shopee in Banda Aceh City. In addition, trust also helps increase consumer decisions in purchasing various products offered by Shopee. Consumer trust in this study is proven to partially mediate e-wom and brand image on Purchase decisions on Shopee in Banda Aceh City.
Co-Authors Fitri, Aida Muhammad Andi