PENGARUH KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI E-WOM (STUDI PADA PENGGUNA SCARLETT)

Abstract

This research aimed to examine the effect of trust and product quality on the purchasing decisions mediated by E-Wom (Electronics Word of Mouth) at Scarlett. The research was quantitative. Moreover, the data collection technique used accidental sampling, i.e., a direct sample which was determined by the researcher during the observation. The instrument in the sampling technique was the Lemeshow formula. In line with that, there were 100 respondents as the sample. Furthermore, the data analysis technique used Partial Least Square (PLS) which used SmartPLS 3.0 software as the calculation tool. The Partial Least Square was applied as this technique was implemented in all data scales. Besides, it did not require any assumptions and had an orientation to predict the constructed variable with the development theory. The result indicated that trust, product quality, and E-Wom had a significant effect on the purchasing decisions. Additionally, trust had an insignificant effect on the E-Wom. On the other hand, product quality had a significant effect on the E-Wom. In addition, E-WOM could mediate the effect of product quality on purchasing decisions. Meanwhile, E-WOM could not mediate the effect of trust on purchasing decisions.