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All Journal JURNAL LENTERA BISNIS
T.A.Ledo, Diani.
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Economics, Econometrics & Finance Social Sciences

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PENGARUH E-WOM DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND TRUST SEBAGAI VARIABEL MODERASI Djami Rane, Melvin Krisdiana; T.A.Ledo, Diani.; Yeni, Yeni; Ramdhani, Miftah Faiz Ali; Husen, Syamsier
JURNAL LENTERA BISNIS Vol. 14 No. 3 (2025): JURNAL LENTERA BISNIS, SEPTEMBER 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i3.1962

Abstract

This study aims to determine the influence of E-WOM and influencers on purchasing decisions with brand trust as a moderating variable. This study uses a quantitative method, and data are collected through questionnaires and literature studies. The study population includes 150 consumers, with sample selection based on specific criteria. Data analysis involves a series of tests, including validity tests, reliability tests, descriptive statistical tests, and classical assumption tests. Hypotheses are tested using multiple linear regression analysis and Moderated Regression Analysis (MRA) to understand the role of moderating variables. The results of this study indicate that Partially, E-WOM has a significant effect on purchasing decisions. Influencers have a significant effect on purchasing decisions. Simultaneously, E-WOM and influencers have a significant effect on purchasing decisions. Brand trust negatively and significantly moderates the influence of influencers on purchasing decisions. Brand trust negatively and significantly moderates the influence of E-WOM on purchasing decisions.
Co-Authors Djami Rane, Melvin Krisdiana Husen, Syamsier Ramdhani, Miftah Faiz Ali Yeni Yeni