DOI of the published article https://doi.org/10.30738/md.v9i3.20342
The Influence of Brand Trust, Promotion and E-WOM on Purchasing Decisions at Soes Merdeka Stores Sidoarjo
Pengaruh Brand Trust, Promosi dan E-WOM terhadap Keputusan Pembelian pada Toko Soes Merdeka Sidoarjo
DOI:
https://doi.org/10.21070/ups.8947Keywords:
Electronic Word of Mouth, Soes Merdeka, Bakery, Purchase decision, Brand trustAbstract
In recent years, internet usage has experienced rapid growth, driven by technological advancements and changes in consumer behavior. The process of consumers in making purchase transactions is influenced by several factors such as brand trust and promotion, and positive or negative reviews on the internet or the so-called electronic word of mouth. This research was conducted with the aim of analyzing the influence of brand trust, promotion, and E-WOM on consumer purchase decisions at Soes Merdeka stores. Using a quantitative descriptive method, data was collected through a survey by distributing questionnaires to respondents. The research sample was selected using a non-probability sampling technique. Data analysis was carried out using PLS-SEM. In this study, the results showed that brand trust has an influence on purchase decisions at Toko Soes Merdeka. Promotion influences purchase decisions at Toko Soes Merdeka. E-WOM (Electronic Word of Mouth) also affects purchase decisions at Toko Soes Merdeka.
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