The Role of Electronic Word of Mouth (E-Wom) in Purchase Decisions With Brand Trust as A Moderating Variable

Abstrak

The rapid development of information and communication technology has shifted the dynamics of consumer behavior from conventional interactions to the digital realm. This study aims to analyze the role of Electronic Word of Mouth (e-WOM) on Purchase Decisions with Brand Trust as a moderating variable. Using an explanatory quantitative approach, data were collected through an online survey of consumers who actively make transactions on e-commerce platforms. Data analysis was conducted using Partial Least Squares -based Structural Equation Modeling (PLS-SEM). The results show that e-WOM has a positive and significant effect on Purchase Decisions. Furthermore, moderation analysis proves that Brand Trust significantly strengthens the positive relationship between e-WOM and Purchase Decisions. This finding indicates that although digital reviews are a primary source of information, consumers' level of trust in a brand acts as a critical filter that validates the impact of that information in driving purchase actions. The practical implications of this study emphasize the importance for marketers to not only actively manage online review reputations but also build a solid foundation of Brand Trust to maximize sales conversions in the digital marketplace.

Keywords: Electronic Word of Mouth (e-WOM), Purchase Decision, Brand Trust, Moderating Variable, E-commerce.