Aszahra, Jasmine (2025) Pengaruh Kepercayaan Konsumen pada Ulasan Food Vlogger dan E-Wom terhadap Keputusan Pembelian Kuliner di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of social media has transformed the way people obtain information about culinary products. Reviews delivered by food vloggers are often used as references, although concerns arise regarding consumer trust because this type of content frequently involves paid promotional activities and is therefore perceived as less objective. In contrast, electronic word of mouth (e-wom), which is based on actual user experiences, is considered more neutral and objective. This study aims to examine the influence of consumer trust in food vlogger reviews and e-wom on culinary purchasing decisions in Surabaya. This research employs a quantitative method. The data were collected using an online questionnaire distributed to respondents. A total of 100 participants were selected through a non-probability sampling technique using a purposive sampling approach. The data were analyzed using Structural Equation Modelling with Partial Least Squares (SEM-PLS) assisted by the SmartPLS software. The results show that consumer trust in food vlogger reviews has a positive but insignificant effect on purchasing decisions, while electronic word of mouth has a positive and significant effect on purchasing decisions. Keywords: Consumer Trust, Electronic Word of Mouth, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Jasmine Aszahra | ||||||||
| Date Deposited: | 02 Dec 2025 07:01 | ||||||||
| Last Modified: | 02 Dec 2025 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47344 |
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