PENGARUH ELECTRONIC WORD OF MOUTH, THREAT EMOTION KONSUMEN, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to find out and to analyze the influence of electronic word of mouth, customer threat emotion and brand trust to the purchasing decision of the products of PT. Global Moment International. The sample collection technique has been conducted by using non-probability sampling method and the numbers of samples are 100 respondents. The population has been done by using purposive sampling in which the respondents are men and women who have ever experienced the less ideal body weight proportion and consumed products moment. The analysis technique has been done by using multiple regression analysis. The results of F test show that independent variables which consist of electronic word of mouth, customer threat emotion and brand trust simultaneously give significant influence to the purchasing decision. Furthermore, The result of t test shows that the variable of electronic word of mouth, customer threat emotion and brand trust individually give positive and significant influence to the purchasing decision to the products of PT. Global Moment International.
Keywords : electronic word of mouth, customer threat emotion, brand trust, and purchasing decisions.