relation: https://eprints.untirta.ac.id/47364/
title: PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH  ELECTRONIC WORD OF MOUTH (E-WOM) DAN SOCIAL  MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN  (Studi Pada Pengguna E-commerce Tokopedia di Kota Serang)
creator: Mulya Nugraha, Fajar
subject: H Social Sciences (General)
subject: HF Commerce
description: This study aims to determine the role of brand trust in mediating the relationship   between electronic word of mouth (E-WOM) and social media marketing on   purchasing decisions for Tokopedia users in Serang City. The research method   used is quantitative with a descriptive approach. Data collection was carried out   through questionnaires and literature studies. The population in this study were   people in Serang City who had made purchases on Tokopedia, with a sample size   of 170 respondents. The sampling techniques used were purposive sampling and   accidental sampling. Data analysis was carried out using the Structural Equation   Modeling (SEM) method with SmartPLS 4.0 software.    The results of this study indicate that: (1) Electronic Word of Mouth has a positive   and significant effect on Purchasing Decisions. (2) Social Media Marketing has a   positive and significant effect on Purchasing Decisions. (3) Electronic Word of   Mouth has a positive and significant effect on Brand Trust. (4) Social Media   Marketing has a positive and significant effect on Brand Trust. (5) Brand Trust   has a positive and significant effect on Purchasing Decisions. (6) Brand Trust is   able to mediate the effect of Electronic Word of Mouth on Purchasing Decisions.   (7) Brand Trust is able to mediate the influence of Social Media Marketing on   Purchasing Decisions.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/47364/1/Fajar%20Mulya%20Nugraha_5551200074_fulltext.pdf
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identifier: https://eprints.untirta.ac.id/47364/3/Fajar%20Mulya%20Nugraha_5551200074_01.pdf
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identifier: https://eprints.untirta.ac.id/47364/4/Fajar%20Mulya%20Nugraha_5551200074_02.pdf
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identifier: https://eprints.untirta.ac.id/47364/5/Fajar%20Mulya%20Nugraha_5551200074_03.pdf
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identifier: https://eprints.untirta.ac.id/47364/6/Fajar%20Mulya%20Nugraha_5551200074_04.pdf
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identifier: https://eprints.untirta.ac.id/47364/7/Fajar%20Mulya%20Nugraha_5551200074_05.pdf
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identifier: https://eprints.untirta.ac.id/47364/8/Fajar%20Mulya%20Nugraha_5551200074_lamp.pdf
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identifier: https://eprints.untirta.ac.id/47364/9/Fajar%20Mulya%20Nugraha_5551200074_ref.pdf
identifier:   Mulya Nugraha, Fajar  (2025) PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna E-commerce Tokopedia di Kota Serang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.