Mendorong konsumsi berkelanjutan: Peran e-WOM dan brand trust terhadap keputusan pembelian produk ramah lingkungan di Kota Pontianak
DOI:
https://doi.org/10.53088/jmdb.v6i1.2918Keywords:
Electronic Word of Mouth, Brand Trust, Purchase Decisions, Intention Environmental concernAbstract
This study aimed to examine the effect of Electronic Word of Mouth (E-WOM) on purchasing decisions for eco-friendly products in Pontianak City, with Brand Trust as a mediating variable. A quantitative, survey-based approach was employed, involving 105 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The results indicated that E-WOM had a significant positive effect on Brand Trust, and Brand Trust had a significant positive effect on purchasing decisions. Mediation analysis using Variance Accounted For (VAF) and the Sobel test, with bootstrapping, confirmed that Brand Trust fully mediated the relationship between E-WOM and purchasing decisions. These findings suggest that in sustainable consumption, E-WOM alone is insufficient to drive purchasing behavior; it must first cultivate consumer trust in the brand. Practically, eco-friendly product companies are advised to leverage authentic user-generated content on digital platforms to strengthen brand credibility and ultimately encourage green purchasing behavior among consumers in Pontianak. Further research is recommended to include additional variables and to employ a longitudinal approach or a mixed-methods design to gain a more comprehensive understanding of sustainable consumption behavior.
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