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

Moh. Mukhsin ()
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Moh. Mukhsin: Universitas Sultan Ageng Tirtayasa, Faculty of Economics and Business

A chapter in Proceedings of the International Colloquium on Business and Economics (ICBE 2022), 2022, pp 208-220 from Springer

Abstract: Abstract 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.

Keywords: E-word of mouth; trust; purchase intention (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-066-4_18

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DOI: 10.2991/978-94-6463-066-4_18

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