PERAN KEPERCAYAAN MEREK MEMEDIASI ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The purpose of this study was to examine the effect of eWOM on purchasing decisions through brand trust in Maybelline product consumers in Denpasar City. The variables examined in this study were eWOM variables, brand trust, and purchasing decisions. The sample size taken is 100 respondents. The method of collecting data in this study through a questionnaire. The analysis technique used is path analysis with classic assumption test and sobel test. Based on the results of the analysis, it was found that eWOM had a positive and significant effect on brand trust, eWOM had a positive and significant effect on purchasing decisions, brand trust positively and significantly influenced purchasing decisions, and brand trust significantly mediated eWOM on Maybelline product purchasing decisions in Denpasar City. Positive eWOM is an effort to increase brand trust. Maintaining brand trust plays an important role in creating product purchasing decisions. Through positive eWOM, consumers are encouraged to immediately make purchasing decisions. Keywords: electronic word of mouth (eWOM), brand trust, decision