Pengaruh Penggunaan Media Sosial, Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian Konsumen dan Dimediasi oleh Kepercayaan

Keywords:

social media, electronic word of mouth, trust, purchase decision

DOI:

https://doi.org/10.33510/slki.2019.149-158

Abstract

This study aims to determine the effect of social media use, electronic word of mouth (e-wom), and
trust as mediating variables on consumer purchasing decisions. In the development of technology and
information the use of social media is used to support lifestyle and in seeking information users use
social media that combines reviews, comments, images, photos and videos. The use of social media
creates attachments that can lead to EWOM. With the development of social media and information
that is easier to obtain, user trust is more important. In several studies that have been carried out
using social media, Ewom, and trust can influence consumer purchasing decisions. The method used
in conducting this research is a literature review method from several journals that have been
previously studied in several countries. In this study it was found that the results of social media use
were directly influential but not significant, electronic word of mouth (EWOM) directly had a significant
effect on purchasing decisions, the use of social media mediated by trust had a positive influence on
purchasing decisions, and electronic word of mouth mediated by trust has a positive impact on
purchasing decisions.)