PENGARUH PERSONAL BRANDING OWNER DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN TRUST SEBAGAI VARIABEL INTERVENING

Ghilda Putri Berliana Mulya  Dewi; Nur Laily

Ghilda Putri Berliana Mulya Dewi Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Nur Laily Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: personal branding owners, E-WOM, trust, and purchasing decisions

Abstract

This research aims to examine and analyze the effect of personal branding owners and E-WOM on purchasing decisions with trust as an intervening variable. The research applies quantitatively with a descriptive method. The data were primary in the form of a questionnaire. The questionnaires were distributed through Google Forms. Furthermore, the data collection technique used nonprobability sampling with certain criteria and considerations. In line with that, there were 110 respondents as the sample. The samples were TikTok users in Surabaya. Moreover, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. software. The result indicates that personal branding owner has a positive and significant effect on purchasing decisions. However, E-WOM has an indirect effect on purchasing decisions. Additionally, personal branding owners have a positive and significant effect on trust. Likewise, E-WOM has a positive and significant effect on trust. Trust as an intervening variable can mediate the effect of personal branding owners on purchasing decisions. Similarly, trust as an intervening variable can mediate the effect of E-WOM on purchasing decisions positively and significantly.