Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Vol 5, No 2 (2022): Budapest International Research and Critics Institute May

The Influence of Electronic Word of Mouth (eWOM) and Product Quality on Buyer Decisions of MSME Angkringan Moderated Trust

Lukiyana Lukiyana (Unknown)
Rachel Rosiva (Unknown)

Article Info

Publish Date
01 Jun 2022

Abstract

This study aims to determine trust as a moderating variable on the influence of Electronic Word of Mouth (eWOM) and Product Quality on Buyer Decisions. This study uses quantitative methods, with data collection techniques by distributing questionnaires through google form. The results of this study indicate that E-WOM, Product Quality, and trust have a positive and significant effect on buyer decisions, moderating trust on the influence of E-WOM has no effect on buyer decisions and moderating trust on the effect of product quality has no effect on buyer decisions.

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Journal Info
Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Website

Abbrev

birci

Publisher

Budapest International Research and Critics University Journal

Subject

Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

Description

Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences is a peer-reviewed journal published in February, May, August and November by Budapest International Research and Critics University Journal (BIRCU-Journal). BIRCI welcomes research papers in ...