THE MEDIATING ROLE OF BRAND TRUST IN FACTORS INFLUENCING PURCHASE INTENTION SAFF & CO IN JAKARTA

Varensia (Universitas Tarumanagara)
Galuh Mira Saktiana (Universitas Tarumanegara)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of eWOM and perceived quality on purchase intention, with brand trust as a mediator, among SAFF & Co consumers. Methods: Quantitative research involving 241 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 4. Research Gap/Novelty: Integrates brand trust as a mediator linking eWOM and perceived quality to purchase intention. Results: eWOM, perceived quality, and brand trust positively and significantly influenced purchase intention. Brand trust significantly mediated both relationships. Conclusion: Strengthening eWOM, perceived quality, and brand trust enhances purchase intention and market competitiveness.