Peran Trust Dalam Memediasi Pengaruh Electronic Word Of Mouth Terhadap Purchasing Decision
Studi Pada Konsumen Restoran Keramas Aero Park di Gianyar
Abstract
In the current digital era, the world is accompanied by the very rapid development of information technology making the internet one of the communication and information technologies that become a source of human needs today. The purpose of this study was to determine the role of trust in mediating the influence of electronic word of mouth on purchasing decisions. This research was conducted in the Gianyar area, precisely in the Keramas Village area, Jl. By Pass Prof. Ida Bagus Mantra, KM - 28, Keramas, Gianyar. The population in this study were 22,092 consumers with a sample of 95. The results showed that electronic word of mouth had a positive and significant effect on trust, obtained a significance value of 0.000 with a beta coefficient value of 0.563 that was positive. Trust has a positive and significant effect on purchasing decisions, a significance value of 0.001 is obtained with a beta coefficient of 0.330 that is positive. Electronic word of mouth has a positive and significant effect on purchasing decisions, obtained a significance value of 0.000 with a beta coefficient value of 0.632 is positive. Trust positively and significantly mediates the effect of electronic word of mouth on purchasing decisions, it is obtained from the calculated Z value of 3.203> 1.96. The suggestion in this research is that Keramas Aero Park is expected to improve service and food and beverage menu choices so that the choices will be more numerous and complete.
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