Valentina, Cindy Eka (2026) Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian yang Dimediasi oleh Brand Trust pada Produk AQUA Galon di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of electronic word of mouth (e-WOM) on purchasing decisions through brand trust for AQUA gallons in Surabaya. This research was motivated by the emergence of various digital issues related to AQUA products that influence consumer perceptions of the brand. This study used a quantitative approach with a purposive sampling technique involving 108 respondents. Data analysis was conducted using Partial Least Squares (PLS) with the assistance of SmartPLS 3.0. The results showed that electronic word of mouth (e-WOM) had a positive and significant effect on brand trust. Brand trust also had a positive and significant effect on purchasing decisions. Furthermore, brand trust was proven to mediate the influence of electronic word of mouth (e-WOM) on purchasing decisions for AQUA gallons in Surabaya. These findings indicate that digital information first shapes consumer trust before influencing purchasing decisions. This study serves as an academic reference regarding the role of e-WOM and brand trust in influencing consumer purchasing decisions for bottled drinking water (AMDK). Keywords: Brand Trust, Electronic Word of Mouth, Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Cindy Eka Valentina | ||||||||
| Date Deposited: | 10 Jul 2026 02:29 | ||||||||
| Last Modified: | 10 Jul 2026 03:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54944 |
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