Pengaruh Electronic Word of Mouth dan Viral Marketing terhadap Keputusan Pembelian dengan Customer Trust sebagai Variabel Intervening

Abstract

This study aims to examine the effect of Electronic Word of Mouth and Viral Marketing on purchasing decisions at Kopi Teman Lama in Mojokerto, with Customer Trust as a mediating variable. The development of digital marketing has encouraged businesses to utilize electronic communication and viral marketing strategies to build consumer relationships and influence purchasing decisions. This study employed a quantitative approach with data collected through an online questionnaire distributed to customers who had purchased products from Kopi Teman Lama. The research population consisted of Kopi Teman Lama customers, whose total number was unidentified, while the sample consisted of 190 respondents selected using purposive sampling techniques. Data analysis was conducted using path analysis with the assistance of SmartPLS software. The results indicate that Electronic Word of Mouth does not have a significant effect on purchasing decisions, whereas Viral Marketing has a significant effect on purchasing decisions. Furthermore, Electronic Word of Mouth and Viral Marketing significantly influence Customer Trust, and Customer Trust significantly affects purchasing decisions. The mediation test results confirm that Customer Trust significantly mediates the relationship between Electronic Word of Mouth, Viral Marketing, and purchasing decisions. These findings highlight the importance of building customer trust in optimizing digital marketing strategies.