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Pengaruh Brand Trust, Advertising Credibility, dan E- WOM Produk Somethinc Terhadap Keputusan Pembelian Pada Platform E-commerce (Studi Kasus: Gen Z di Kabupaten Bogor)

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"Ovjectives: This Study aims to analyze the influence of brand trust, advertising
credibility, dan electronic word of mouth of Somethic products on the purchasee
decisions of generation Z on e-commerce platforms in Bogor Regency.
Methods: This Research employs a descriptive quantitative method. The sampling
techinque used was purposive samoling, with a total of 140 respondents collected
through an online questionnaire. Data were analyzed using SmatPLS 4 with
Structural Equation Modeling – Partial Least Square (SEM-PLS) approach.
Results/Findings: This results of this study indicate that brand trust, advertisingg
credibility, dan electronic word of mouth have a positive and significant influence
on purchase decisions. These findings indicate that consumer opinions and reviews
shared through e-commerce platforms have a strong impact on shaping purchase
decisions, particulary among Generation Z. "

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Detail Information

Series Title

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Call Number

REF 658.8343 NUR p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

MBS

Language

Indonesia

ISBN/ISSN

NIM.21101.01075

Classification

658.8343

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

E-Commerce
Brand Trust
Electronic Word of Mouth
advertising credibility
purchase decision

Specific Detail Info

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Statement of Responsibility

Siti Nurjanah

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