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

Abstract

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