The Influence of E-Wom Quality and Trust on Purchase Decisions with The Mediating Role of E-Wom Adoption

Abstract

Technological advances have changed consumer behavior, making them more active in searching for and comparing product information online through reviews and digital media before deciding to make a purchase. This study aims to analyze the influence of e-WOM quality and trust on purchase decisions mediated by e-WOM adoption among social media and marketplace users. The research method used a quantitative approach with Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis and involved 170 respondents. The results show that e-WOM Quality and Trust have a positive and significant effect on e-WOM Adoption and Purchase Decision. Additionally, e-WOM Adoption mediates the relationship between e-WOM Quality and Trust on Purchase Decision. This study confirms that information quality and consumer trust are important factors that drive information adoption, leading to purchase decisions on digital platforms.