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Trust Mediation in the Relationship Between Electronic Word of Mouth and Buying Intention

Mukhsin, Moh. (2022) Trust Mediation in the Relationship Between Electronic Word of Mouth and Buying Intention. In: Proceding of the International Colloqium on Business and Economics (ICBE 20022), 27-28 September 2022, Atlantis Press International BS.

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The goal of this research is to determine the role of trust mediation in the relationship between electronic word of mouth (E-Wom) and consumer purchase intention of cosmetic make-up. Female students at Al-Mizan Islamic Boarding School in Cikole Pandeglang, Banten, were studied. In this study, E-Wom is an exogenous variable, consumer purchase intention is the dependent variable, and trust is an intervening variable. This study employs quantitative techniques such as descriptive and causal research. The data from the three variables were analyzed in SmartPLS software version 3.0.m3 using the Structural Equation Model (SEM). 70 people were used as samples in this study. According to the data analysis results, E-Wom has a positive and significant influence on trust. Consumer E-research by Women.

Item Type: Conference or Workshop Item (Paper)
AuthorMukhsin, Moh.196806142007011001
Uncontrolled Keywords: E-word of mouth · trust · purchase intention
Subjects: H Social Sciences > HB Economic Theory
Divisions: 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah
Depositing User: Perpustakaan Pusat
Date Deposited: 01 Mar 2023 09:27
Last Modified: 01 Mar 2023 09:27

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