The Influence of Electronic Word of Mouth (E-WOM) and Social Media Marketing on Purchase Decisions of Erigo Products Mediated by Consumer Trust Among Generation Z in Pekanbaru
DOI:
https://doi.org/10.5281/Keywords:
Electronic Word of Mouth (E-WOM), Social Media Marketing, Consumer Trust, Purchase DecisionAbstract
The aim of this study is to examine the impact of electronic word of mouth (E- WOM) and social media marketing on consumer purchasing decisions for Erigo products among Generation Z in Pekanbaru, with consumer trust acting as a mediating variable. This research employs a quantitative approach, using structural equation modeling (SEM) based on Partial Least Square (PLS) for analysis. The sample consists of 100 respondents selected through purposive sampling. The findings reveal that E-WOM significantly influences purchasing decisions, although it does not contribute to building consumer trust. In contrast, social media marketing does not have a direct positive effect on consumer trust. However, consumer trust positively affects purchasing decisions and mediates the indirect effect of social media marketing, but it does not mediate the effect of E- WOM. With an R-square value of 0.325, the model explains 32.5% of the variation in the dependent variable, where E-WOM and social media marketing influence consumer trust. Furthermore, an R-square value of 0.542 indicates that these three variables account for 54.2% of the factors affecting purchasing decisions, while the remaining influence is due to other factors not explored in this study.
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