<![CDATA[Informasi yang tersebar di platform media sosial berperan penting dalam membentuk persepsi dan pertimbangan individu, yang kemudian tercermin dalam keyakinan mengenai kredibilitas dan integritas merek, yang dapat memotivasi keputusan pembelian. Penelitian ini bertujuan untuk menguji pengaruh Electronic Word of Mouth (e-WOM) dan kepercayaan merek terhadap minat beli produk Somethinc, khususnya pada Generasi Z di Kota Banda Aceh. Berdasarkan teori reasoned action dari Icek Ajzen dan Martin Fishbein, penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuisioner melalui Google Form kepada 289 responden. Data dianalisis menggunakan uji regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil analisis data menunjukkan bahwa e-WOM dan kepercayaan merek secara signifikan mempengaruhi minat beli secara parsial dan simultan. Selain itu, nilai adjusted R square sebesar 0,554 yang menunjukkan bahwa variabel independen mempengaruhi variabel dependen sebesar 55,4%, sementara sisa 44,6% dipengaruhi oleh variabel lain. Dengan demikian, dapat disimpulkan bahwa e-WOM dan kepercayaan merek berpengaruh signifikan terhadap minat beli produk Somethinc di kalangan Generasi Z di Kota Banda Aceh.The information shared on social media platforms plays an important role in shaping individuals' perceptions and considerations, which are then reflected in beliefs about a brand's credibility and integrity, potentially motivating purchasing decisions. This study aims to examine the influence of Electronic Word of Mouth (e-WOM) and brand trust on the purchase intention of Somethinc products, specifically among Generation Z in Banda Aceh. Based on the Reasoned Action Theory by Icek Ajzen and Martin Fishbein, this study adopts a quantitative approach by distributing questionnaires via Google Forms to 289 respondents. The data were analyzed using multiple linear regression with the aid of SPSS software. The results of data analysis indicate that e-WOM and brand trust significantly affect purchase intention both partially and simultaneously. Additionally, the adjusted R-square value of 0.554 shows that the independent variables explain 55.4% of the dependent variable, while the remaining 44.6% is influenced by other variables. Therefore, it can be concluded that e-WOM and brand trust significantly influence the purchase intention of Somethinc products among Generation Z in Banda Aceh.]]>
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