Trust Mediation in the Relationship Between Electronic Word of Mouth and Buying Intention

DOI

10.2991/978-94-6463-066-4_18How to use a DOI?

Keywords

E-word of mouth; trust; purchase intention

Abstract

The goal of this research is to determine the role of trust mediation in the relationship between electronic word of mouth (E-Wom) and consumer purchase intention of cosmetic make-up. Female students at Al-Mizan Islamic Boarding School in Cikole Pandeglang, Banten, were studied. In this study, E-Wom is an exogenous variable, consumer purchase intention is the dependent variable, and trust is an intervening variable. This study employs quantitative techniques such as descriptive and causal research. The data from the three variables were analyzed in SmartPLS software version 3.0.m3 using the Structural Equation Model (SEM). 70 people were used as samples in this study. According to the data analysis results, E-Wom has a positive and significant influence on trust. Consumer E-research by Women.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Moh. Mukhsin
PY  - 2022
DA  - 2022/12/26
TI  - Trust Mediation in the Relationship Between Electronic Word of Mouth and Buying Intention
BT  - Proceedings of the International Colloquium on Business and Economics (ICBE 2022)
PB  - Atlantis Press
SP  - 208
EP  - 220
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-066-4_18
DO  - 10.2991/978-94-6463-066-4_18
ID  - Mukhsin2022
ER  -