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International Journal of Applied Research
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ISSN Print: 2394-7500, ISSN Online: 2394-5869, CODEN: IJARPF

Impact Factor: RJIF 8.4

International Journal of Applied Research

Vol. 6, Issue 3, Part D (2020)

The influence of use of social and electronic word of mouth media to buying decisions in mediation by trust in tokopedia services users

Author(s)
Prabu Ramadhan, Guswandi and Iwan Kurniawan Subagja
Abstract
This study aims to examine and analyze the effect of the use of social media and electronic word of mouth on Buying decisions, test and analyze the effect of the use of social media and electronic word of mouth on trust, test and analyze the influence of trust on Buying decisions, test and analyze the effect of media use social and electronic word of mouth on Buying decisions through trust. This research was conducted on consumers of PT. Tokopedia. The company is engaged in the largest e-commerce in Indonesia. The sample of this research is 100 users of Tokopedia application. The sampling technique uses purposive sampling and data analysis uses path analysis.
The results showed that the use of social media and electronic word of mouth influence trust in Tokopedia. The use of social media, electronic word of mouth and trust affect Buying decisions at Tokopedia. Trust influences Buying decisions at Tokopedia. The higher the trust, the higher the purchase decision. Trust as a mediating variable has not been proven to mediate the effect of the use of social media and electronic word of mouth on buying decisions at Tokopedia.
Pages: 213-221  |  131 Views  8 Downloads
How to cite this article:
Prabu Ramadhan, Guswandi, Iwan Kurniawan Subagja. The influence of use of social and electronic word of mouth media to buying decisions in mediation by trust in tokopedia services users. Int J Appl Res 2020;6(3):213-221.
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International Journal of Applied Research